Omni Hotels has launched an airline industry-style online check-in process, but unlike similar offerings like the program from Global Hyatt Corp., Omni's Internet initiative is open to all guests, not just loyalty club members.

Guests who made reservations through Omni's proprietary systems can access the check-in feature from Omni's homepage between 48 and two hours before their scheduled arrival. They can then confirm their preferred room type and, by confirming the credit card, can also authorize their charges. Upon arrival, they exchange their printed receipt for a prepared room key and welcome packet at the front desk.

“The whole premise was to look for ways to streamline the check-in process,” says Omni spokeswoman Caryn Kboudi. “It is a way to not have human interaction while still feeling well-served.” Omni is drawing the line at adding automated kiosks to the lobby; however, as that would be too “dehumanizing,” Kboudi says.

Omni has offered a similar online check-in for VIPs on an informal basis in the past but decided to extend it to all customers, as “some people just do not get around to signing up” for the loyalty club, Kboudi says.