For hotels and resorts over the last few years have always been faced with the same issue, which is the urgent need to improve their WIFI infrastructure so their guests can enjoy their favourite series on Netflix, upload and download photos or videos without waiting an age for the task to be completed. Hotels, in general, have been extremely lax in providing quality of service, as the cost to improve the infrastructure could never be offset by the revenue it could generate. Some hotels charge for the service which is not desirable, as according to Hotels.com who released a survey which stated that free WiFi was the most desired in-room amenity. Also, from the moment of check-in, either you are giving a small piece of paper with a password on it, or written on your key card folder, or you are provided access without the need to introduce a password. As we move forward into an era in which a guest will be able to check in, open their room door and pay their bill from their smartphone, interaction with your reception staff will become less and less especially in business hotels.
Bearing this all in mind then, how can a hotel generate revenue from their hotel’s FREE WIFI service?
The answer is using Social WIFI technology. So how does it work, let’s take it in 3 easy steps:-
Providing simple and easy access to your FREE WIFI service is key. By allowing your guest to sign in one time only to your service using their favourite social media channel which in the majority of cases will Facebook or just completing a simple form, whether a guest speaks with your reception staff of not, they will able to gain access quickly to your WIFI. Clients will be encouraged as well to connect to your social media pages, which automatically increases your fan base and also provides increased visibility. Guests will also be accustomed to connecting to WIFI using this method especially in Travel where this technology exists in the majority of airports across the world
Now, while your guest is enjoying your high-speed internet access, you are gaining an insight into your guests. Demographics, guests interests, how long do your clients spend online and email addresses to name a few. The statistics gleaned from your guests connecting to your WIFI service will allow you to be more targeted with marketing campaigns as well as design offers and services that suit more your guest requirements. However data collection is only one part, you will also be able to see where in your hotel or resort guests are connecting to your service, how they move around your hotel which will allow you to correctly position marketing for promotions or events that will be taking place at your hotel or improve signage or layouts. You will also be able to identify and collect data from conference attendees, Diners at your restaurant or spa users even if they are non-residents. Again sourcing this information will allow you personalise your marketing campaigns.
So your guests are connected to your WIFI and you an understanding better your guest’s interests and requirements. Now, it’s time to take action. Here´s how. Firstly, right from the sign-up page, you can promote any events or special promotions that your are currently offering. By knowing at what time of day the majority of your guests are connected, you can also send via email and SMS personalised messages. You can make them aware of what is going on at your hotel or just simply ask them to provide feedback on their stay which you can encourage them to share on Google, Facebook or Tripadvisor. Another avenue to generate revenue is to allow companies that have products displays within your resort the ability to promote their offers via your WIFI.
In summary, by using Social WIFI technology, not only are you making easier for your guests to connect, you are gaining a data capture & marketing tool that will allow you to understand your clients better as well improve your TrevPar revenue and direct bookings. There is clear data to suggest that we are in the final days of rate parity across Europe, so it is imperative that any hotel or resort is wishing to build an extensive database of users to encourage them to book direct, Social WIFI should be an essential part of this.
If you would like to discuss with us how Social Wifi and generate revenue for your hotel, email firstname.lastname@example.org.