If you work in the hospitality sector, your connectivity could be costing you customers.

Small and medium sized hotels are at risk of losing repeat bookings and being less appealing to business users if they underestimate the importance of a good WiFi internet connection according to a study by Netgear.

While the study found that three in four venues (76%) felt that service and facilities were more important to customers than WiFi, one in three (33%) leisure users would not return to a hotel that offered an inadequate wireless services, and for the business sector this figure was over two thirds (67%).

Almost a third (29%) of industry vendors appreciated that poor WiFi could lead to complaints, nearly a quarter (23%) that it would result in negative reviews, and over a third (37%) a loss of repeat business. When questioned, a staggering 43% still thought that poor WiFi access was a price worth paying for their hotel experience.

Whilst this may result in a drop in occupancy rates it will also have a direct effect on the uptake of onsite services such as restaurants and bars.

Jonathan Hallatt, Netgear regional director for the UK, Ireland & South Africa explained,

“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.”

“I’m convinced hospitality businesses can justify the extra expenditure on upgrading as a way of generating more revenue other than just being a cost for a business.”

This sentiment was further supported by another recent survey by Arqiva that found a third of customers would stay longer and be more likely to recommend you with a fifth paying more if a hospitality venue offered reliable WiFi.

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