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Singapore hotels to use facial recognition tech to ‘improve customer experience’

The use of facial recognition technology is being introduced at hotels in Singapore in a move to improve the customer experience during check-in.

The E-Visitor Authentication (EVA) System will see participating hotels use facial recognition software to identify guests, with the data sent to the Immigration and Checkpoints Authority (ICA) to “verify the validity of their stay”.

The move was announced by the Singapore Tourism Board (STB) and the Singapore Hotel Association (SHA).

By eliminating the need for manual document checks, the STB claimed it will speed up the check-in process by up to 70%.

Tourism chiefs believe it will free up hotel front office staff to provide a more personal and informative experience for visitors.

“With the increased face-to-face engagement, hotel staff will be able to connect meaningfully with guests and in turn, improve guest satisfaction levels,” the STB said in a press release.

The tourism body said it welcomes interested hotels to explore how the EVA system can enhance the check-in process.

The facial recognition initiative is one of several ideas being assessed to further boost productivity in the hospitality sector, and drive the customer experience.

In April, the STB and SHA launched the Hotel Innovation Challenge which called for crowdsourced ideas to address key challenges and opportunities in housekeeping, human resources and data management.

A total of 18 ideas will be trialled at 18 participating hotels.

They include an AI-powered digital concierge that allows hotels to instantly address guests’ enquiries and requests.

STB director of hotels and sector manpower, Tan Yen Nee, said: “We are pleased to share new and updated initiatives for hotel stakeholders to discover, adopt and benefit from.

“To transform the hotel industry and support our hotels to be more competitive and innovative for sustainable growth, we continue to work in close collaboration with industry partners to drive enhanced guest experiences via new solutions and initiatives.”

Despite technology sitting behind the initiatives, she stressed people remained “the heart of the business” with the industry driven by their “passion and skill set”.

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