It’s 1 a.m., and a guest returning from a late dinner desperately needs a toothbrush. Another is craving a snack after finishing a presentation for tomorrow’s meeting. A family arrives after a delayed flight, hungry children in tow. In today’s 24/7 hospitality environment, these moments to elevate guest experiences and drive revenue often go uncaptured, largely due to staffing limitations. In an industry where most lobby market purchases happen overnight, hotels can’t afford to miss these moments.

In response, savvy hotel leaders are discovering that autonomous, checkout-free retail isn’t a futuristic novelty—it’s quickly becoming a guest expectation and smart strategy for capturing incremental revenue, increasing satisfaction and solving persistent operational challenges in an industry where every margin point matters.

The 24/7 opportunity that can’t be ignored

Today’s consumers crave instant gratification, and their patience for waiting in line is wearing thin. 67% of surveyed shoppers say they feel impatient, annoyed or even disrespected when they have to wait.[1]

No surprise, then, that seven in 10 travelers prefer hotels with self-service options.[2] Just as many cite accelerated checkout as their favorite retail innovation, McKinsey reports.[3] Timing also matters: 60% of hotel lobby purchases happen between 7 p.m. and 7 a.m., precisely when staffing is lightest.[4]

As guest expectations evolve, hotel leaders face a clear choice: modernize their retail experience or watch revenue and guest goodwill leave the building. Hospitality consultants at Cayuga argue that investing in retail conveniences is a tremendous opportunity to boost both guest perceptions and the hotel's bottom line.[5]

Beyond novelty: Checkout-free shopping gains traction

Autonomous retail has been gaining momentum for years, with self-checkout kiosks becoming a commonplace experience. Checkout-free shopping—powered by Just Walk Out technology by Amazon—marks the next evolution of frictionless shopping, eliminating even the need to scan items.

Guests simply tap a payment method—a credit card, mobile wallet or mobile payment systems like Apple Pay and Google Pay—to enter the store. Inside, they pick up whatever they need, then walk out. Sensors and cameras track what’s taken or returned, then charge the linked payment method automatically. No lines, no scanning, no waiting.

Hotels can tailor integrations to their property, allowing guests to charge purchases to their room via digital keys, wristbands or event badges. Whether repurposing existing spaces or designing custom stores, checkout-free tech can support whatever store size or format hotel leaders dream up, from sundry shops to cafés and branded merch stores.

Notably, checkout-free technology has become easier to implement in recent years, making it accessible for properties beyond high-end flagships.

Solving staffing issues, maximizing human touch

Beyond streamlining guest experiences, checkout-free retail offers a practical solution to labor constraints. With transactions handled autonomously, team members can focus on higher-value guest interactions, rather than point-of-sale transactions.

“Instead of having someone at a cash register all night, checkout-free shopping frees up our staff so they can be more customer-focused on the floor,” says Jim Boutcher, vice president of hospitality at Hollywood Casino at Greektown in Detroit. “We also don’t have to worry about someone calling out for a shift. It helps our staff, it helps management, it helps our bottom line.”

By removing checkout as a bottleneck, hotels also reduce a source of tension for both staff and guests, especially during peak times.[6]

Omni Boston Hotel’s retail transformation

At the Omni Boston Hotel at the Seaport—an upscale property with 1,054 guest rooms and 100,000 square feet of meeting and event space—the retail experience used to rely on a modest gift shop operated by a single staff member. The shop would close if that employee called in sick, sacrificing guest convenience and revenue.

That changed in early 2025, when the hotel implemented Just Walk Out technology, giving guests 24/7 access to snacks and sundries. Guests simply scan a payment method to enter, grab what they want and walk out. Purchases are charged seamlessly in the background, and receipts are emailed automatically.

The impact was immediate. In the first month alone, retail profits jumped from $1,388 to $18,308. “The convenience for our guests is significant. Guest perception is very positive,” shares Michael Jorgensen, the hotel’s managing director, calling Just Walk Out technology a “no-brainer” for hotel operations.

And with transactions fully automated, staff previously assigned to the shop have been redirected to higher-value roles across the property, enhancing guest service elsewhere.

Convenience as a competitive advantage

Hospitality has always been about anticipating guest needs before they’re voiced. Checkout-free retail represents the next evolution of that ethos, removing friction when guests want something quickly, whether it’s a forgotten toothbrush or a late-night snack. At the Hollywood Casino—a 24/7 hotel-casino resort—this philosophy translates into an average in-store time of just 90 seconds. “We’ve got competition, so we have to do things differently. Checkout-free retail is an opportunity to reach our guests with something special,” Boutcher explains. “It’s a game-changer for us.”

As with the Omni Boston Hotel and Hollywood Casino, hotels that embrace checkout-free retail gain a dual edge: enhanced guest experiences plus new revenue streams untethered from traditional staffing constraints. In a business where service excellence and profits often feel like a tradeoff, checkout-free retail proves they don’t have to be.

▷ Elevate guest experiences and retail revenue with frictionless, checkout-free shopping.

Connect with an expert to learn what’s possible with Just Walk Out technology by Amazon.