When I stay in a hotel, one of the first things I do is check if they have a free Wi-Fi. If they do, I connect to it.
If I was the owner of a hospitality business which offered free Wi-Fi, I would be making the most of this by using the service as a lead generation tool. After all, you are providing a free service to your guests, so you need to make sure you get something back for your investment. At the very least, this could be your guest’s data contact details.
The simplest way of doing this is to have a web page asking your guests to fill out a form before they can access the internet. These days, you will also need to add a tick box to ask them to give their consent to receive promotional material. With their name and email address collected, you can send marketing emails and special offers to them to help keep your establishment in mind.
Another less intrusive, but equally as effective, way of collecting useable data is to use your business social media pages. When guests are prompted to ‘check in’, ‘like’ or ‘follow’ a Facebook, Twitter, or Instagram page to use the Wi-Fi, they will then see your updates and promotional material on their news feeds.
The average teenager spends up to nine hours a day on social media and the internet, whereas the average adult will spend almost three hours a day on social media. So, if they are following your page, it is likely that they will see your posts!
You can also fully integrate your hotel or holiday park Wi-Fi with your CRM to offer free connectivity as part of the check-in process. For example, you can give an individual password for the Wi-Fi at the check-in desk and when your guests sign their devices into the free Wi-Fi, your CRM database will know which devices belong to which guest to match them to their full name, email address, telephone number, type of device and IP address. This visibility of the devices using your network, and crucially, where, means marketing teams can send relevant promotional emails or texts, e.g. free tea with a scone if they are near the café!
We have already discussed how poor Wi-Fi can damage the reputation of a hospitality business in our blog, The hospitality business cannot afford poor Wi-Fi, but hopefully this one has revealed how decent Wi-Fi can truly benefit your business.
With the Christmas and New Year season now over, you may be considering upgrading your hospitality Wi-Fi in the off-season. Please do not hesitate to contact us for further advice.