Technology is rapidly evolving, and for many establishments, the future will be a faceless front desk. Automatic check-in technology is already being implemented in several hotel chains. Features like smartphone room entry can eliminate the formality of arriving at the front desk. Guests that use this technology reserve their room online. On the day of check-in, they receive a text message with their room number linked to the guest's preferred member card. They may go straight to their hotel room and enter their room by placing their smartphone near the door lock or by punching in a code. Some hotels will implement facial recognition technology: the guest checks in at the front desk, his image is captured, then assigned to a room number. The guest needs no key to enter his room.