HOW TO STOP COMPLAINTS AND MAKE YOUR HOTEL OR B&B WIFI AN ASSET By Dave Millett, Equinox NOT A PROBLEM Are you running a hotel, a small cosy B ‘n’ B? Or do you want to expand an Airbnb business? If so it’s time well spent to think about the role your telecoms can play in attracting more customers to your accommodation. Although location and price are clearly important when booking accommodation, clients also consider the facilities – and right at the top of that list is WiFi. Scroll though reviews on TripAdvisor, Expedia, Trivago and similar sites and you’ll see that reviews frequently the mention the WiFi – especially if it is poor or expensive. Whether travelling for business or leisure, people expect a quality Internet connection. Unfortunately, too many hotels and B ‘n’ Bs believe all they need is a standard broadband connection. They are missing a trick. Let’s start by considering what happens during and after a stay at a hotel with unreliable connectivity. Complaints “I’ve paid £XXX for this room and I’m struggling to send an email!” Elsewhere for Dinner If they cannot work in their room, they probably cannot work in the bar/restaurant either, because it’s on the same connection. So, they’ll head off to where they can get a decent connection. The hotel loses valuable food and beverage revenues. Will they stay again? Unless they have no choice, the chances are slim that they will stay again. More lost revenue. Reviews The number one complaint about hotel rooms is the lack of free WiFi. Most people check review sites when considering purchases and we use them to help make decisions. More and more people are happy to complain nowadays, whether via social media or using review sites. Poor reviews impact revenue. Decent Wifi isn’t expensive For any telecoms investment, don’t just look at the cost. Consider how many more rooms per night, or restaurant covers, have to be sold to cover the costs. How likely is it that the investment will help with the additional sales you need to make? Page 41
Empowered Magazine July 2018
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