Generating revenue from your hotel´s FREE WIFI will be key in 2017

Generating revenue from your hotel´s FREE WIFI will be key in 2017

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?

social-wifi-marketing

The answer is using Social WIFI technology.  So how does it work, let’s take it in 3 easy steps:-

Access

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

social_wifi

Analyse

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.

gather-important-analytics1

Action

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.

social-media-likes

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 info@hotelient.net.

 

 

Solving the Guest Data puzzle for hotels to increase Revenue & Guest Satisfaction

Solving the Guest Data puzzle for hotels to increase Revenue & Guest Satisfaction

The amount of data we as individuals share online has increased year by year.  From what we post on Facebook or tweet on Twitter gives a little insight into the type of person we are.  Over the last few years, we have seen companies starting to take advantage of the numerous amount of data we share every day.  For example, Google started sending me emails to remind me to leave feedback on the level of service from shops and businesses I had visited recently.  Shopping Centres are now assessing what stores you visit to personalise messaging to match your interests.  The “Big Data” era is upon us, yet Hotels have been slow to react to this change because trying to capture data from their guests without being intrusive has always been a puzzle.

Keyboard with Big Data Button.

When I speak to Directors of Hotels, there is a belief that guests do not want to be disturbed, do not wish to fill in too many forms, clients do not like being asked too many questions about their stay.  But what about if by finding out just a little bit more about our guests, we can provide that unique personalised service that we all want to deliver.

So how can hotels achieve this in a cost-effective way and solve the Guest Data puzzle?  Here are a few ideas:-

yieldmanagementsupport.jpg__790x320_q85_crop_subsampling-2_upscale

CRM/PMS

Well, let’s start with the most complicated part first, yet one you can start straight away – Keeping up to date guest information on your CRM or PMS.  Training ALL your staff to help build a strong profile of your clients is paramount.  From dates of birthdays to allergies, this is vital to avoid asking the same questions everytime your regular guests stay with you.  Active communication between departments is key to complete guest profiles.  Simple I know, but so many hotels miss this part out.  How many hotels have sent you a birthday greeting? remembered that you had a nut allergy?,  or a Thank you gift for staying 5 or more times at your hotel?  These are little details that say a lot to a guest and can make all the difference as well as helping to build a direct relation with the hotel instead of always booking your hotel on their favourite OTA!

Now, that the hard part is out the way, now onto the easy part – Using Technology to capture data.

Family-hotel-wifi-690x300

Social WiFi

If your Hotel or Resort hosts guests, especially from foreign countries, most likely as soon as they arrive at the reception desk, they are pleading for the username and password to access the WIFI, so they avoid roaming charges and can connect their IPad to watch their favourite series on Netflix. Now instead of just handing over the code, allow them to connect to your WIFI network via their favourite social media account or fill in a short online form.   There are some significant benefits for your hotel or Resort by doing it this way:-

  1. They become a fan of one of your Social Media Channels
  2. Email address, Country of Origin, Sex, Age and Date of Birth are all stored (Great marketing resource)
  3. You can pinpoint where people connect, so if you are hosting a conference, you will be able to segment between conference visitors, wedding invitees and in-house guests to personalise messaging.
  4. Instant Notifications of any events taking place that evening straight to those that are connected online to your hotel.
  5. Find out how your visitors react due to different weather conditions as you can see where in your hotel they are connecting which is correlated with the actual weather on the day.

Building a marketing database, increasing your social media fans and informing your guests of significant events taking place while they are at your hotel are powerful tools.  Social Wifi also connects into to your existing infrastructure so an extremely affordable way to generate Revenue and guest data which could come in handy, especially if you are currently in need of justifying the investment in improving the speed of your WIFI, a current dilemma for hotels & resorts.

FOTOBLOG-825x340

Concierge Apps

As an hotelier, we are always thinking about ways to improve what we offer and deliver what our guests want.  We want to find out but at the same time, we do not wish to be intrusive during their stay with us.  A unique and relatively new way for hotels to reach out to the clients is via Apps that can take advantage of either GPS or IBeacon technology.  Say your client was entering your garden restaurant, the app will automatically send a notification to your customer which could ask their opinion, advise them of any special offers or what is the dish of the day.  We are seeing more and more each day; guests are using concierge apps to ask for extra pillows, room service or book taxis.  All of this data is stored; so you can gain a pattern of your regular guests to determine the everyday needs and wants so you have them ready for their next stay without even asking!

online-marketing-strategies-for-small-business

Yield Management

Award-winning software for booking engines can now source so much information, from lead times to average nights based on searches. From which page did they get to your booking engine or what was the weather like on the day they booked.  All fundamental questions so you can understand your Web visitors better.  By understanding what they are looking for, can enable you to promote the right deals and offers at the right time and obtain optimal rates on bookings.

By being smarter in the way you capture data, which you can then use to the benefit of your guests by providing a personalised service that will set you apart from the rest.  Guests share data all the time, Now it’s your turn to start to using it to enhance their experience with you and, of course, increase your overall revenue performance.

Require a strategy that enables you to understand better your guests whilst improving your hotels or resorts profitability?  Hotelient can help, email: info@hotelient.net to start the conversation.