It's Check-Out Time for Checking In // Marriott to Phase Out Front-Desk Registration; Keys Will Meet You at the Door

You've heard of speedy hotel check-in. Now, how about reallyspeedy hotel check-ins.

Abandoning a time-worn hotel ritual, Marriott Hotels will beginphasing out front-desk check-ins this fall.

By the end of this year, most guests won't have to show acredit card or sign a registration form when they arrive at most ofMarriott's 233 hotels.

Instead, Marriott will collect the essential information - acredit card number for billing, room preference and estimated time ofarrival - when reservations are made.

When a guest arrives, a packet containing a room key and otherinformation will be awaiting him or her.

Initially, many hotels will keep key packets behind the frontdesk. By the end of 1993, 90 percent are expected to have employeesstationed near the door to greet arriving guests and hand them theirpackets from a rack in the lobby.

Guests who pay with cash still would check in at the frontdesk.

The new service - code-named "First Ten" - is designed to boostcustomer satisfaction by impressing guests during the first 10minutes after their arrival.

Hotel experts say Marriott's program is the industry's mostambitious effort yet to eliminate check-in lines. "It sounds like aquantum leap" forward, said Douglas Shifflet, a hotel marketingexpert.

Chicago-based Hyatt Corp. has offered a 1-800-CHECKIN service toall customers since February that lets customers order up their roompreferences in advance by telephone, cutting front-desk time down toshowing a credit card and picking up the key.

Hyatt debuted the idea in 1990 with its most frequent guests,and officials report its popularity has soared, especially amongthose who travel most often.

Frequent business travelers say they like the Marriott concept."If it works, it will be a wonderful idea," said Judge Gary Schmidtof California, Mo. "They're taking 99 percent of the hassle" out ofchecking into a hotel.

Other Marriott hotel brands - Courtyard, Residence Inns,Fairfield - are considering the program, but haven't set a timetablefor adopting it.