"RFID Door Locking Systems: Cool Technology but Is It Worth the Price?

Rock, J. (13 March 2007). RFID Door Locking Systems: cool technology but is it worth the price? Hospitality Upgrade, Spring 2007. Retrieved March 22, 2007 from http://www.hospitalityupgrade.com/_files/File_Articles/HUspr07_Rock_RFIDDookLocks.pdf.

Summary:

Jeremy Rock’s article examines new electronic door locking systems that use RFID technology; he cites the benefits of using such technology and popular door locking applications. Electronic door locking systems have become one of the areas of greatest attention in hotel design. These new systems provide a more aesthetically-pleasing style, which is very appropriate for upscale and luxury hotels and resorts. While this technology has existed for many years, it has not been adopted by most of the industry.

Many hotels in Europe have installed RFID locking systems and have improved operational efficiency and enhanced guest offerings through its implementation. A few theme parks in the United States with connected resorts installed this technology for its versatile nature. Recently, Great Wolf Resorts invested in RFID technology, and many other hotels and resorts are now considering installation as the understanding of the benefits received are realized. RFID locking systems could provide a hotel or resort to gain a competitive advantage over other resorts or hotels.

RFID locking systems come in many forms and provide hotel or resort operators many benefits. Popular locking systems include: biometric systems, which utilize a retinal scan or thumb print, smartcard technology, electronic keys encoded with a security chip, Vanguard Elsie’s Signature series, which allows guests to access their guestrooms via cell phone, Suffolk’s Quantum RFID solution, and other products designed by other well-known lock companies such as MIWA, Hazel, and Salt Systems. Each of these forms provides hotels with a different application of the technology and provides associated benefits. A fail proof system has yet to be developed, author Jeremy Rock cited problems with each of these forms of technology. The major electronic lock companies continue to create new products utilizing this technology, striving to create a streamlined, efficient version in the most aesthetically-pleasing and guest friendly design.

RFID locking systems provide many advantages/benefits to both the hotel and the guest. From the guest’s perspective, the primary advantage is the ease of use. Especially with resorts, the number of items a guest must carry at all times is greatly reduced; a wristband, card, or key farb with RFID technology can grant a guest access to the guestroom, resort facilities, and allow them the ability to pay for purchases. The hotel/resort will also experience benefits stemming from this guest advantage.

For the hotel or resort, RFID technology provides information about guests and their behaviors; guests can be physically tracked and their purchasing behavior monitored. While this raises some questions about privacy, operationally, a hotel or resort can benefit. Staffing may be more accurate based on the number of guests in the hotel, or turn-down service completed at the appropriate time. Mr. Rock cites nine main advantages, these are as follows:

1.) Low Battery Notification
2.) Maintenance (less prone to malfunctions and easier to service)
3.) Key farbs and other devices (marketing potential)
4.) Wristbands for Waterparks
5.) Electronic Wallet/Cashless Purchases
6.) Unmanned Hotels
7.) Cellular Phone Integration
8.) Track Administrative Staff
9.) Ease of Use (No Magnetic Swipe Malfunctions)[1]

While there are many benefits enjoyed, the disadvantages must also be noted. The implementation and installation of these systems can be quite costly and may be more expensive to maintain than traditional locking systems. Additionally, there are downsides to each of the individual forms with operation and ethical perceptions. Hoteliers and resort operators must consider the uniqueness of their property and determine if RFID locking systems would be an appropriate technology to utilize.

RFID technology will continue to be adopted by hotels and resorts in the future. It provides benefits for both the operator and the guest, and if selected correctly can provide a unique competitive advantage to an upscale resort or hotel.

Reflection:

I found Mr. Rock’s article quite interesting as I am aware of this technology but not necessarily very familiar with its applications or implementation. I think this will be a trend to watch as it increases in popularity and use among hotels and resorts. The benefits provided can allow a hotel to gain a unique competitive advantage; cost savings may result and the quality of the guest experience may increase as well as the efficiency of operations increases. Hotels must select the best application for their property, carefully considering the strengths and weakness of each of the individual applications.

One of the greatest areas of interest for me in this article is the ethical issues that are raised in installing technology that tracks guests, or requires a fingerprint or rental scan. These technologies may be perceived by some guest to be too invasive of their privacy while on vacation; thus, the competitive advantage that hotels believed that would be achieved may actually detract guests from booking. This could potentially lead to industry-wide standards on the practices and procedures for RFID use to protect the guest’s integrity and the anonymity of the guest while traveling.
The functionality of the technology has the potential to solve a few issues of hotel management. After working at a hotel for three years, I have seen many times the frustration that results from an incorrectly coded keycard, or one that has been demagnetized, lost, etc. Charges from food and beverage outlets or gift shops have been posted inaccurately, resulting in unhappy guests. The RFID technology can be used to combat these problems in an efficient, streamline manner. Additionally, the design element of the electronic door locking system may be enhanced.

RFID door locking technology, while expensive, may be an appropriate solution or investment for some hotels or resorts. After a careful cost-benefit analysis is completed, a successful implementation can provide a hotel with many benefits and more satisfied guests.
[1] Rock, J. (13 March 2007). RFID Door Locking Systems: cool technology but is it worth the price? Hospitality Upgrade, Spring 2007. Retrieved March 22, 2007 from http://www.hospitalityupgrade.com/_files/File_Articles/HUspr07_Rock_RFIDDookLocks.pdf.