Study: Free Wi-Fi Important to Guests, but Hotel Offerings Lagging
Photo courtesy of Thinkstock
A recent study by Accenture highlights the disparity between the importance of free Wi-Fi and overall guest satisfaction with the offering.
The study, which surveyed more than 8,000 adults with at least one hotel stay within the last 12 months, shows that free in-room Wi-Fi is the second-most important factor to guests when evaluating a hotel stay.
Despite this, guests surveyed indicated that they are largely unhappy with hotels’ free Wi-Fi offerings. Guests collectively rated the importance of free in-room Wi-Fi 82 out of 100, but satisfaction ultimately came in at 64 out of 100.
And this isn’t just millennials talking. While the gap between the importance of free in-room Wi-Fi and millennial satisfaction is 17 percentage points (on average), the gap is even greater among Baby Boomers at 20 points.
Guests also ranked free property-wide Wi-Fi as the fourth-most important offering for a hotel, but the importance/satisfaction gap was once again significant. Guests, on average, rated the importance of free property-wide Wi-Fi 72 out of 100, but satisfaction was a cringe-worthy 55 out of 100.
Interestingly enough, Chinese guests, who are being heavily pursued by the hotel industry these days, appear to be relatively happy with free in-room Wi-Fi and free property-wide Wi-Fi at hotels. Among all nationalities surveyed, they represented the narrowest importance/satisfaction gap for in-room Wi-Fi and property-wide Wi-Fi with a 10-point difference.
For hotels that charge for Wi-Fi, it appears millennials represent the greatest opportunity. Of those surveyed, 38 percent of millennials indicated they are interested in pre-paying for in-room Wi-Fi, compared to 34 percent of Gen Xers and 26 percent of Baby Boomers.
When it comes to other hospitality technologies, advanced in-room technology hardware such as big screen TVs and docking stations was rated 47 out of 100 in terms of importance, while mobile check-in was rated 41 out of 100 (satisfaction was 46 and 30 respectively).
For more Travel Technology News
More by Ryan Rudnansky
Get Travel Deals and Travel News
Recent Travel Opinions
Cruise Line & Cruise Ship
Airlines & Airports