Solving the Guest Wi-Fi Dilemma

By Marcio Avillez Vice President, Network Services, iPass | January 26, 2014

Access to Wi-Fi is now a make-or-break criterion by which travelers choose a hotel, and this is creating a challenging situation for the hotel industry. Guests demand Wi-Fi access at hotel properties, yet don't want to pay for it – they feel it is a requirement for the hotel operator to provide, just like electricity and water.

As the world's largest commercial Wi-Fi network provider, with extensive collaboration in the hotel industry, iPass understands this dilemma better than anyone, and is one of the first companies to publicly quantify how important Wi-Fi network connectivity is to travelers. How can hotel operators win in a scenario where they must provide Wi-Fi access for guests or risk losing their business, but can't charge for it? How can they recoup their costs?

In this article, we will review some of the data behind this challenge, and illustrate how the hotel industry can turn this conundrum into an opportunity. In doing so, hotel operators can effectively convert a guest's expectation for Wi-Fi access into a valuable privilege for them.

Guests State That They Must Have Wi-Fi

1. Hotel Wi-Fi is almost as important to business travelers as a comfortable bed

Wi-Fi is a driving force in the choices travelers make for hotels. In fact, hotel Wi-Fi is so important that it was rated as one of the most important features they look for when selecting a hotel-second only to a comfortable bed.(1)

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Sales & Marketing: Selling Experiences

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