Skift Take
The eternal question for hotel brands: Is the revenue they're getting out of WiFi worth the really bad taste it leaves in its consumers' mouths?
Some Wi-Fi specific grouses that J D Power found in its 2012 North America Hotel Guest Satisfaction Index Study:
The study finds that 55 percent of hotel guests use the Internet during their hotel stay — an increase from 20 percent in 2006 — and 87 percent use Wi-Fi to connect. Among those that use the Internet, only 11 percent are charged an additional fee to connect. Yet those that were charged a fee have an average costs and fees satisfaction score of 688, 76 index points lower than those that were not charged a fee or the fee was part of the room rate. Complimentary Internet access is more likely included at mid-scale limited service, mid-scale full service, upscale, and economy/budget hotels.
- Hotels that charge extra for Internet access are perceived as taking advantage of guests, especially given the number of places that offer this service for free.
- While consumers use social media to complain about how slow Internet connections are at hotels, it is not uncommon for hotel guests to praise hotel brands that are known for fast, reliable Internet service.
- While complaints about Internet fees charged by hotels are common, rolling Internet charges into a generic “resort fee” heightens resentment among hotel guests.
- Loyalty club members have come to expect free Internet as a perk at their hotel of choice
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