The real reason hotels will offer free Wi-Fi in 2015
Within 6 minutes of arriving to a destination the typical traveler has shared something about their trip on social media, at least according to Sean Murphy, editor-in-chief of Jetsetter. While we like to think we’re not slaves to our cell phones, the truth is that social media rules most of our lives.
And hotels are catching on. We may feel a soft spot in our hearts for the properties offering us free access to surf on our tablets, but the truth is many are doing so to turn guests into free brand ambassadors. In fact, one of the biggest global trends found in the World Travel Market Global Trends Report 2014 centered around “braggies,” differing from selfies only in that you’re showing off where you are instead of your own face. Hotels are now trying to take advantage by offering rewards in exchange for such posts.
Many are even getting creative, as Mr. Murphy notes, such as Marriott, which encouraged guests to create quality content by giving them a complimentary GoPro Hero4, asking them to share experiences with the hashtag #travelbrilliantly. Last fall Hilton gave away a two-night stay at properties worldwide to travelers sharing with the hashtag #HiltonStory. And at Mandarin Oriental, a "Selfies in Paris" package provided free Wifi and encouraged “braggies” for the chance to win a free stay.
Sean O'Neill, a reporter at Tnooz, believes the key for hotels is to create a product that travelers want to talk about.
“Case in point: the new 1888 Hotel in Sydney, Australia, has created a lobby that's full of photogenic elements that cry out to be 'grammed. Plus, anyone with 10,000 followers or more on Instagram can stay free."
While it may seem like a no brainer for hotels to offer free Wi-Fi, there's one thing brands need to be aware of — if they’re encouraging sharing, the service needs to be impeccable or they risk negative publicity from the very guests they were hoping would promote them. Of course, they could just do as the Union Street Guest House did and charge guests $500 for every bad review they post (you know, instead of just improving service).
Although I enjoy free Wi-Fi, it does make me feel a bit used to realize there is sometimes an ulterior motive behind a property’s seemingly genuine offer of complimentary internet. While I think interactive Instagram walls are fun, I can’t help but wonder if we’ve taken the human element out of the equation.
Murphy is more optimistic, believing we’re actually putting the human element back in.
“Technologies are allowing for hotels to not only hyper-personalize the experience, but also anticipate and provide in-the-moment experiences catered to their guests needs. Technology can actually enhance the quality of a hotel’s human touch.”
What do you think?