WiFi: Free, Of Course?

By Larry Mogelonsky President & Founder, LMA Communications | May 13, 2012

I am well aware that the concept of free WiFi Internet in hotel rooms is an aspiration of every hotel manager. However, many hoteliers are reluctant to do so for several reasons:

  • A legacy system, purchased years ago, means a direct cost is levied every time Internet is accessed. Thus, they have a cost that logically demands revenue offset.

  • Your physical plant is such that the installation of wireless repeaters and other electronic paraphernalia is truly cost prohibitive.

  • You, or your owners are eager to extract every single dollar from your guests. This is what I call the "Innkeeper Syndrome" in honor of that famous song from the musical Les Miserables.

I don't believe that such managers truly grasp how fundamental it is to provide this service. Two personal experiences underscore the fundamental nonsense of "extra cost" or even "wired versus WiFi" substitute service.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.