Nowadays, people own three or more internet-enabled devices and use at least one to connect to Wi-Fi while they are outside their home. This shall be a warning for the hospitality sector especially for small to mid-sized venues to always put wireless as a consideration because in fact, every customer is expecting their devices to connect to the Internet all the time.
In addition, the way hospitality venues managed now is being transformed by connectivity, leading to significant improvement in customer services and competitive profitability. It is undeniable that wireless capability is regarded as business-critical, saying that it may boost productivity, improves operational efficiency, increase customer loyalty and strengthen brand reputation.
However, hospitality venues often underestimate just how much wireless connectivity matters to guests. Most of the time, they believe that the facility and quality of service are way more essential. Well, in some ways they are but in fact, a venue with poor or non-existent wireless may resulting one in three guests will never return. Therefore, this post will provide some practical guidelines and discuss the importance of Wi-Fi to be installed in your small to mid-sized venues.
First of all, lets discuss the reason why your venue should provide a free Wi-Fi :
1. Attract new visitors
We know sitting alone on a regular basis may be awkward for some people. However, a recent survey found that everyone would be happy to sit alone in a café if Wi-Fi was available. Moreover, existing and potential customers always fall for free, safe and secure wireless that is easy to use. Thus, you make them feel welcome with a personalized free Wi-Fi service in your venue.
2. Opportunity to collect customer data and Increase customer loyalty
Wi-Fi networks often require a registration process for new user. Let’s take Starbucks wifi as an example. Firstly, it requires you to supply your basic details in order to create an account, which includes name, age, gender and email address. This is valuable marketing data, creating a connection between you and the brand on a personal basis. One of the best ways is utilizing the data through email marketing.
This may also help to increase your customer loyalty through the data gained from customers. Use their email address to keep updating them with all your promotion and do not forget to reward them in order to keep them coming back for more.
3. Strengthen brand reputation
Unexpectedly, there are way more methods to use your Wi-Fi network which can bring a positive impact to your brand if you use it right. Take Hard Rock Café in Pacific Place for example. They use another method to their Wi-Fi access that requires their visitors to first login with their social media account most likely, Facebook and Twitter to like their page. Looking on how people are so crazy about wireless connection now, it seems that their page would be filled with major likes and these days, brand with major likes tend to receive more positive engagement.
Wireless has truly transformed the business to run more smoothly and enables guests to stay connected with the brand. Thus, should a small to mid-sized venue own a wireless? Well, absolutely! There are many business risks worth taking, installing wireless is one of them because once a venue embraced a wireless, a whole new world of possibilities will opens up.