HOTEL BUSINESS REVIEW
SEPTEMBER FOCUS: Hotel Group Meetings

Using Guest Wi-Fi to Supercharge Your Meetings Business

By Johan Terve Vice President Marketing, Aptilo Networks | September 2018

Internet use in the meetings sector has evolved substantially in the past five years alone. It used to be enough to offer Wi-Fi for email access and web browsing. Today, more features can be tapped that will keep your meetings business growing while boosting revenue for high speed internet access (HSIA) as well.

How Meetings Guests Use Internet Today

For example, the ability to offer customers to perform online demos or online training on-site, can connect far-flung groups. High-definition video conferencing is another big revenue opportunity that is a must-have, top-tier service used by the Fortune 500 and other blue-chip companies around the world. Additionally, making business-critical web applications available to your guests opens the door to customers who might otherwise restrict themselves to their on-campus facilities. Truly, the sky's the limit when customers know you can accommodate their heavy bandwidth use.

Opening Up the Bandwidth Pipe

Many hotels are opening up their bandwidth pipe with brand-new Wi-Fi installations, and of course it's always a great advantage to build from the ground up. Many facilities have already taken the step of upgrading the capacity of their existing bandwidth service.

However, left uncontrolled, a minority of users can quickly consume all the available bandwidth. In order to ensure that every user has a great experience, the bandwidth must be properly managed. But what if you don't have either the opportunity or the resources to lay in new bandwidth? The following solutions can be used by meetings managers to handle existing bandwidth. There are positives and negatives to each one:

Traffic Shaping slows down or stops internet traffic of a particular type. For example, a hotel might throttle – or block altogether – bandwidth-heavy video downloads, prioritizing traffic for web surfing or email access. The disadvantage is that the shaping is invisible to the user, who often interprets the effect as a slow overall connection, driving customer complaints up.

User Bandwidth Limiting is similar to traffic shaping, but instead of limiting bandwidth according to the type of application being used, it limits based on the amount each individual on the network can consume. This prevents any one user from overloading the network. One issue with limiting bandwidth per users is that at times, users may require a higher level of service. An example might be a C-suite conference for a big corporation. In that instance, your customer would likely want to ensure broad, open internet access for their guests. Your customer – the corporate meetings planner – would likely place a high value on being able to provide their executives with high-speed internet access throughout their stay. This opportunity to open up the internet pipe for users that need high service is a revenue opportunity for you. Not only can you charge more for this service, but your corporate customer will gladly return to your property for the next meeting.

With Tiered Bandwidth Pricing, you can offer customers multiple bandwidth levels at different price points. This affords you greater control over the amount of bandwidth consumed. It also drives revenue from those guests who want a faster connection and maintains a good quality standard connection for those whose bandwidth needs are not as great. Careful control of price and level of service ensures that the bandwidth available is used to its full potential without exceeding the total capacity.

How to Deploy A Wi-Fi Service For Your Meeting Business

One option is to deploy a cloud-based guest Wi-Fi service. With a cloud solution, you benefit from the sheer scale of customers in the hospitality sector, all having similar requirements. This is what makes cloud solutions so cost-effective. However, it is an advantage if it's possible to "un-cloud" your guest Wi-Fi service and bring it back to your own operation as a software license at a later stage. For instance, if you want to build guest Wi-Fi functionality that is unique for you with complex integrations, then the only option is to run your own software and make adaptations. This is why the flexibility to "un-cloud" is so important. This allows the service to grow and adapt to suit the changing needs of your hotel property. Oftentimes guest Wi-Fi services can be offered as a managed service as well, allowing the vendor's experts to handle the software in your datacenter or theirs.

Supercharge Meetings Business: Before They Step Through the Door

Engage users with your property's guest Wi-Fi service even before they set foot on your property. Why? Guest Wi-Fi has become one of the most powerful branding opportunities for hotels and for the meetings business. For instance, you can facilitate individual recognition of each group meeting with the group's own branded captive portal that welcomes and thanks attendees for coming. When a guest connects to the Wi-Fi, they can be greeted by a screen with your customer's logo, information about the event, and even with a special offer for free or higher-tiered Wi-Fi service as a perk for attending.

And you can use guest Wi-Fi to connect with guests even before they step through the door and then throughout their entire stay, as illustrated in this example:

Joe is a sales executive anticipating a trip to your property in New York for a conference. The week before the event, he logs into the customized web portal designed specifically for the conference, branded with your hotel's information, providing Joe with options for his room, his internet bandwidth needs (including in-room guest Wi-Fi), and offering information on things to do within your hotel (restaurant info) and local sights. He decides to pre-register for the guest Wi-Fi service. to get an automatic and secure connection when he arrives. A certificate is installed in Joe's device when he registers for the guest Wi-Fi service. Not only will he get an encrypted and secure connection at your hotel. You will also be able to identify him onsite through the certificate even if the connection is automatic.

You're able to connect with Joe before he even arrives, paving the way for a great experience with brand loyalty. Also, the data Joe submits while registering allows you to personalize his web experience further.

Joe receives an email the day before he arrives, allowing him to check-in in advance. The email details information about the upcoming conference to engage him in the event and build excitement.

Upon arrival at the hotel, Joe automatically just flies on to the hotel Wi-Fi. He receives an SMS on his smartphone welcoming him to the event and offering the latest information about the upcoming keynote.

Access points trigger the Wi-Fi service management platform to send this relevant information to Jane.

Since it's his first time with this hotel brand, Joe is forwarded to a page to sign up for the loyalty program. He receives premium Wi-Fi free at this visit as an appreciation.

Integration with the CRM/PMS system for ongoing marketing. Also, offering free high-speed Wi-Fi builds loyalty.

Supercharge Meetings Business: In the Meeting

The ability to be flexible in the delivery of guest Wi-Fi service has been a hallmark of most, if not all, of the implementations we have facilitated. One of our customers delivers great experiences to more than 1,500 leading hotels and sports venues worldwide.

Their product allows on-site staff to switch bandwidth practically "at will" using a handheld tablet or even with a smartphone app. This can be a lifesaver for a manager juggling multiple conferences at a large facility. A last-minute upgrade for a group can easily be accommodated by the managers as they walk down the hall, turning on more bandwidth to be allocated to a specific room, for a determined amount of time. Integrated into the property's overall guest Wi-Fi system, the manager can also obtain a top-level view of the hotel's overall internet use, ensuring that while bandwidth has been increased in the meeting rooms, there's still plenty leftover to accommodate other areas of the hotel for the duration.

Allocating bandwidth can be used in other ways to add value for customers. At a recent convention, a customer was looking for a way to keep audience attention focused during presentations. The meeting room solution allowed the manager to restrict internet access to only those presenting on stage.

Analytics

Most guest Wi-Fi services come with comprehensive analytics tools. Perhaps the most interesting analytics are the personal data you can gather about your guests. You can use social media and ask the guests to rate you on TripAdvisor. Chances are that you get a top rating if you have an excellent guest Wi-Fi service, it is the #1 amenity at a hotel. Analytics can also provide data to help you to constantly improve the user experience.

The real power comes when you can combine the analytics and personal data with your targeted marketing efforts. By knowing the profile of the individual guest, you can better personalize their experience and provide offerings via e.g. e-mail or SMS that will be well-received rather than using untargeted mass communication, which can be aggravating and even detrimental to your business.

There has been a paradigm shift in guest Wi-Fi. Back in 2001 when Aptilo was founded the primary goal with a captive portal was to block users from internet access so that you could charge them for the service. The Wi-Fi service management system was a tool only for the IT departments. Today, it has become a tool also for the business side of the hotel. In few years' time the role of the captive portal will change from blocking users to onboarding of secure certificates. But, don't worry. With the right Wi-Fi service management system in place, you will get equal opportunities to engage with guests even if they connect automatically through the certificate.

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Saving Money or Saving the Planet?

By Carrie Trimble, Associate Professor of Marketing, Millikin University

The first generation of digital natives--Gen Z--are now old enough to join Millennials as the biggest target market of business travelers. Gen Z makes up 40% of the world’s population and has a global spending power of $143B. This group, born between 1997 and 2012, is known as a tech-savvy generation with a strong online presence. Almost all (88%) of Gen Z travelers follow at least one travel influencer on Tik-Tok. They are also known for their investment of time, passion, and money in social justice causes, including sustainable travel. The combination of the global awareness and digital presence...

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We are dominated by the relentless surge of advanced technology, where constant notifications flood our phone and computer screens, and digital demands invade every aspect of our personal lives, and the search for authentic, quiet opportunities to disconnect has become an ongoing pursuit. Amidst this constant digital barrage, finding small moments for genuine relaxation is not just a simple luxury but a true necessity. In this complex digital age, where screens dictate all of our time and attention, the therapeutic power of relaxing massage therapy emerges as a healthy escape, a reminder to unplug from our devices, and provides...

Adapting to Change: How Can Hotels Stay Ahead of Industry Trends?

By John Young, Food & Beverage + Consulting Solutions Expert, Strategic Solution Partners

Hospitality is one of the most fast-paced, ever-changing industries that is constantly affected by external circumstances such as staffing fluctuations, consumer trends, and, of course, the global economic climate. This means that hotels need to be agile in responding to any changes that may affect them if they want to stay relevant in a highly competitive market. You might say this is the case for any company or industry - and you would be right. However, there is an added complication when it comes to the hospitality industry. Hotels are so multifaceted that adopting any meaningful change is hard...

Educating Your Guests About Their Property While Communicating Positive Messages

By Chintan Dadhich, Complex General Manager, Conrad New York Downtown & Tempo by Hilton Times Square

Guest education is often overlooked in hospitality, but it is an integral aspect of the guest management experience. This education process offers significant benefits that go beyond simply informing them about the physical property, its amenities and outlets, and the surrounding destination. Education serves as a powerful tool for enhancing the guest experience, by building deeper connections, and communicating positive messages that can lead to lasting loyalty. By offering them opportunities to learn something new, you can enrich their stay, increase engagement, and build loyalty. Education and learning can also help you differentiate your brand, showcase your expertise, and...

Construction and Value-Add Deals: Lender Perspective in Today's Economy

By Shivan Perera, Managing Director of CRE, Bridge Marketplace

The hospitality sector has faced a turbulent half-decade, navigating a series of economic challenges. To put this in context, before the pandemic, the industry enjoyed an unprecedented 10 consecutive years of RevPAR growth, a first in modern lodging history. At the time, new hotel supply expanded rapidly and demand - for the most part - kept pace, preventing significant oversupply in most markets. Industry evolution naturally paved the way for emerging trends. Extended-stay and select-service hotels grew in popularity, driven by strong occupancy and efficient operating models. The industry also saw an increase in brand proliferation, with major hotel...

The Future of Hospitality: Pros and Cons of Robotic Technology in Hotels

By Enari Bryant, Sales Manager, Brick Hospitality

Advanced technology is gaining traction across various industries due to its ability to significantly enhance efficiency, improve accuracy, and elevate customer experiences. In fields like manufacturing, healthcare, and retail, technologies such as artificial intelligence (AI), robotics, and automation are revolutionizing operations by streamlining processes, reducing human error, and optimizing resource utilization. These advancements not only increase productivity but also enable businesses to deliver services much faster, thereby gaining a competitive edge in the market. In the hotel industry, advanced technology is similarly transforming guest experiences and operational efficiency. Hotels are increasingly adopting state-of-the-art digital concierges and virtual assistants for...

Social Media Trends and Channels: What Is Best for You?

By Robert O'Halloran, Professor & Director, Hospitality Management, East Carolina University

Social media is everywhere. Platforms that started as social interactions for friends, groups, and family have now evolved into business tools. The efficiency and effectiveness of social media as business tools depend on their decision making and the metrics used. In our business, we have several options at our disposal: Facebook, LinkedIn, Instagram, X, TikTok, Reels, YouTube, Blogging, and others. Social media has become a universe of its own; a place where people go to speak their minds, connect with friends and family, stay informed, be entertained, find inspiration, and even make purchases. Trends and Innovations Socialmedia...

HOTEL BUSINESS REVIEW SEPTEMBER FOCUS: Hotel Group Meetings

Using Guest Wi-Fi to Supercharge Your Meetings Business

By Johan Terve Vice President Marketing, Aptilo Networks | September 2018

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HOTEL BUSINESS REVIEW
SEPTEMBER FOCUS: Hotel Group Meetings