Alaska Airlines’ plans for “Airport of the Future” in the United States.

There is something ironic about Alaska Airlines’ initiative to eliminate self-service check-in kiosks. More than 20 years ago, the airline was the first to use these kiosks where passengers could check-in and pay for services such as luggage. The company is now the first airline to want to get rid of them.

The airline wants to accelerate the current trend where many passengers check-in ahead of time online, download their tickets on their phones, or print them directly at home. On average, 70% of Alaska Airlines passengers already check-in online. At some airports, this rate rises to 90%. For those who cannot or do not want to check-in before arriving at the airport, the airline plans to install tablets that are less bulky and simpler to use than kiosks to print luggage tags.

Passengers who prefer the human touch can still ask employees to assist them. The airline aims to reduce the time spent in airport lobbies as this is one of the main friction points cited by its customers. The airline is already testing the system in several airports, including Portland, Las Vegas, and Palm Springs. Alaska kiosks should disappear everywhere by early 2024.

The company’s leadership highlights a three-year $2.5-billion plan to improve the “customer experience.” They plan to let travelers drop off their bags themselves with the use of bio metrics, which can identify who has dropped off what. Delta, the second-largest airline in the United States, is already using a similar technology in some US airports. Alaska Airlines hopes its passengers will be able to drop off their bags without visiting a counter by the end of 2024.

“Rethinking the Customer Experience”

The question that remains is whether this step will genuinely help passengers. Alaska Airlines calculates that a passenger typically spends two to three minutes at a kiosk today to enter the necessary information, choose a seat, and pay for a suitcase. With the new system, the time required is reduced to 45 seconds. The significant difference may be notable if there is a line at a kiosk. Alaska Airlines is not trying to cut staff or save money, it says. Instead, the airline wants to “rethink the customer experience.”

The use of bio metrics does not encourage the technology expert Gizmo do. The site warns that personal data may be exploited by third parties, or some algorithms may have racist biases. In the United States, the problem that wastes time today is not the counter, as many people already use the internet to check-in. The bottleneck is security: taking off and putting back on shoes, belts, electronic devices, etc. And that is beyond Alaska Airlines’ control…

Ultimately, Alaska Airlines hopes to simplify the passenger’s check-in experience and make it quicker, regardless of whether it is online or in-person. The airline aims to provide customers with the most personalized, innovative, and hassle-free travel experience, improving their overall satisfaction.