Airlines
are rolling out hundreds of
self-service check-in kiosks
in the nation's major
airports. But many passengers
still balk at using them,
experts say.
Only
an estimated 20% of business
travelers and 12% of leisure
passengers have used the
touch-screen devices in the
past year, according to new
figures from Forrester
Research.
"It's
like the island of unloved
toys," says Henry
Harteveldt, a senior analyst
for Forrester who has studied
self-check-in trends.
Still,
experts expect popularity
among business passengers to
double over the next year as
the systems continue to catch
on.
Airlines
are investing heavily in
self-check-in kiosks despite
the industry's economic woes.
The machines allow carriers to
process more passengers in
less time. They also hold out
hope that fewer gate agents
may be needed in the future
— though no major airline
says it has reduced customer
service staff yet as a result
of the technology.
Passengers
can receive boarding passes
and drop off their luggage
usually in less than a couple
minutes.
Kinetics,
a major maker of the kiosks
with 70% market share, says it
has sold more than 2,000
machines. They are being
installed in 120 airports
nationwide, many of them in
the past year alone.
Some
airlines have offered
inducements such as bonus
frequent-flier miles to
encourage first-timers.
"Airlines
are rolling them out faster
than customers are adopting
them, but they are very
effective devices," says
airline analyst Sam Buttrick
of UBS Warburg. "Some
people get to the airport,
look for the longest line and
figure that's where they
should be."
A
regular user himself, Buttrick
says he's never had to wait to
use one.
Three
out of four users are the
classic early adopters —
higher-income,
technology-oriented people
traveling on business and in a
hurry, Forrester says.
American
Airlines says its passengers
successfully complete the
transaction about 85% of the
time. But travelers who are
unable to get the kiosks to
work the first time are
hesitant to try them again.
"Most
of the time, they don't work
for me," says Doug
McCausland, 31, a Chicago
insurance agent who has tried
kiosks.
Airlines
are posting extra workers by
the machines to try to
shepherd travelers through the
process. "If I saw a
line, I would go over and
invite people to come and use
they machine. I was always
successful," says Allison
Hunt, who was a "Rapid
Check-in Ambassador" when
Southwest Airlines unveiled
its first kiosks at Dallas'
Love Field.
Experts
say objections are melting
away just as they did for
automated teller machines. As
more self-service check-in
kiosks are installed and more
passengers try them, they will
become the norm.
"Anyone
who can use one of these
machines and doesn't is a
blithering idiot. It can save
you so much time,"
Harteveldt says.
|