For hotel operators, the ultimate goal is providing guests with a high level of service. How that service is provided, be it through a quick and easy self-service experience or through interaction with someone at the front desk, is less important than the guest's satisfaction and the delivery of the desired service. Self-service can help hotels deliver that service efficiently, accurately and with high customer satisfaction. Service should not be defined by the amount of time guests spend waiting in line. Hotels face distinct periods of heavy activity. Those periods can be more efficiently handled by offering guests a self-service alternative.