案例分析题
Guests arriving at the Aloft Hotel in Manhattan or one in Silicon Valley will soon be able to do something hotels have dreamed about offering for years: walk past the check-in desk and enter their rooms by using a smartphone as a room key. The boutique hotel brand from Starwood to Hotels & Resorts Worldwide Inc. plans to offer this feature at two hotels before the end of the quarter.
Starwood officials are hoping this will be one of the biggest technological changes in the industry since free Wi-Fi. “We believe this will become the new standard for how people will want to enter a hotel.” says Frits van Passchen, Starwood's CEO.
Not everyone is so sure. Past attempts to use technology to streamline the check-in process have had mixed results. Robert Habeeb, president of the First Hospitality Group, says he pulled out check-in desks at two of his Holiday Inn hotels after finding that most guests ignored them. He found that many travelers will talk with a staff member and ensure their room has the right view or location, or to try for an upgrade. Other guests may still want to be greeted when they arrive.
Hotels have never been known for being in the forefront of technology, partly because many hotels are owned and managed by small companies. Many hotel operators, though, have been searching for ways to remove the bottlenecks (瓶颈) at a hotel's front desk. “Everybody has to check in, but we are all doing it pretty much the same way we were 100 years ago,” says Christopher Nassetta, CEO for Hilton Worldwide holdings Inc. “It's something we are seriously addressing.”
Yet it is still not clear that virtual keys will do better than previous attempts to beat traditional check-ins. An effort several years ago to allow guests to enter rooms with the magnetic strip (磁条) on their credit cards never became popular. Guests worried about security and were unwilling to give their kids credit cards instead of room keys.
The underlined word “streamline”in Para.3 is closest in meaning to（）.
A.unify
B.identify
C.simplify
D.beautify
