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Small and medium-sized hospitality venues are failing to grasp how much a reliable Wi-Fi network matters to guests, according to a new study.
More than three quarters (76%) of hospitality venues are convinced that their quality of service and facilities are far more important to customers than Wi-Fi.
As many as 43% believe customers think poor or non-existent wireless access is a price worth paying for the experience on offer.
But the study shows that consumers disagree with these assumptions.
A third of leisure travellers say they would not return to a hotel that offered inadequate wireless access, and this number rises to two-thirds (67%) of business guests.
For boutique hotels, this could result in a potentially damaging drop in occupancy rates, further compounded by guests abandoning on-site restaurants and cafes for places where they can connect, according to the report published today (Monday) by networking company Netgear.
The study also shows that the boundaries between work and leisure time are blurring. People on a leisure break are now just as concerned about losing online contact with work (22% of young professionals aged under 24) as they are about missing updates from friends and social networks (29% of the same age group).
Some hospitality venues are starting to appreciate this, with 29% admitting poor Wi-Fi could result in guests complaining during a visit, 23% accepting it could lead to negative online reviews and 37% appreciating that it could mean the loss of repeat business.
The findings are reinforced by other recent surveys that show 31% of UK holidaymakers rate good internet access above a clean room or a brilliant hotel restaurant; and that one in three customers will stay longer, and one in five will pay more, at a venue that offers reliable Wi-Fi.
Netgear UK, Ireland and South Africa regional director Jonathan Hallatt said: “Smaller hospitality and leisure venues must accept that for many people Wi-Fi is now a basic need.
“Wherever we are, whether it’s for work or pleasure, we immediately look for Wi-Fi access so we can stay in touch with our online world.
“People expect to be able to decide for themselves whether or not to connect, not to have that decision made for them. Failure to provide a reliable wireless network means customers will spend less money while they are with you, shorten their visit and never return.
“The financial impact of this cannot be ignored. Strong and consistent Wi-Fi should be seen as a revenue generator, not a cost.”