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Shel Holtz
Communicating at the Intersection of Business and Technology
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Dear hotel industry: The time for free hotel-wide WiFi has come

Dear hotel industry: The time for free hotel-wide WiFi has come

It was around 11 p.m. when I arrived at the Delta Hotel in Regina, Saskatchewan. It had been a long day: a full-day workshop in Saskatoon followed by the trip to Regina. By car, it’s only about a 2-1/2-hour drive. But I was flying Air Canada, which required a connection in Calgary, so I was tired and a bit cranky when I got to the hotel.

But I brightened up considerably when I saw this sign on the hotel’s front desk:

Delta Hotels Free WiFi

I was so happy to see this, in fact, that I shared it Instagram picture, which prompted a few notes from folks, notably this one from Kim Bratanata, a communicator with SWIFT in Belgium:

Kim Bratanata tweet

For someone looking at hotel reviews on TripAdvisor, that full point could be the difference between making a reservation and choosing a competitor. Yet among better-quality hotel brands, it’s still the norm to charge exorbidant rates for Internet access. Last week, when I stayed at the Crowne Plaza in Amsterdam, I paid 10 euros a day to be able to check my email and perform other online tasks.

Had I needed to be able to connect with my phone or tablet, it would have been an addition 10 euros for each. (Thank goodness Neville Hobson turned me on to Connectify, a free download that turns any Windows 7 computer into a hotspot, so paying once let me connect through all three devices.)

I can understand why hotels initially charged for Net access. In the early days of providing high-speed connectivity, not everyone needed it and hotels had just incurred the expense of installing it. But these days, as Delta Hotels puts it, being connected is a necessity, not a luxury. In the U.s., I can avoid the hotel charges—which can run up to $20 per day, depending on the property—by using the USB dongle that connects to my mobile broadband network. But that costs $50 per month, and the only reason I have it is that it’s cheaper than the average $12 per night for hotels. Outside the U.S., though, there’s no alternative to coughing up the extra dough.

Today, charging for wifi is like charging extra to run water through a tap or turn on the air conditioner. Yet the pricier brands for Hilton, Marriott, Starwood and all the other major hotel chains continue to soak their customers for something they just can’t do without.

Considering the Delta Regina was a terrific hotel by all other measures, this has become an no-brainer. (Oddly, the cheaper brands—Hilton Garden Inn and Fairfield Inn, for example—which are run by the very same hotel chains, don’t charge for wifi.) When in Canada, I’ll stay at Delta. Sorry, Hilton and Marriott. Charging for wifi has become a dealbreaker, even if it means losing reward points. So instead of making an extra $12 per night from me, you’re losing my Canadian business altogether.

I’ll do the same for any hotel chain that makes the right move and includes hotel-wide wifi access as part of the room rate. It’s time for the hotel industry to wake up and realize the 21st century has arrived while they’ve been napping.

Comments
  • 1.Internet access is always important now a days. Everyone of your customers are needing especially businessmen and site owners.

    marketing qualities | April 2012 | Provo,UT,United States

  • 2.Been used to go to the Delta hotels, their fidelity program provide free internet access for years. Most of them are getting renovated and now provide wifi.

    S | April 2012 | Ottawa

  • 3.Some interesting data on this has just been released by HotelChatter.com.
    Things are improving but only slowly: http://evertb.wordpress.com/2012/04/19/2012-hotel-wifi-report-the-good-and-the-bad/

    Evert Bopp | April 2012 | Ireland

  • 4.Hotels charging for Wifi is comparable to airlines charging for checked bags. Customers expect both to be part of the price of admission and they grumble when they have to pay extra for either one. I certainly do. It's risky business by businesses to 'nickle and dime' their customers.

    In today's economy, companies need to ask if they are really listening to and considering the needs of their key stakeholder group: customers.

    After all, customers are fickle and they have power to write reviews online or protest on social media what they consider unfair business practices. Remember what happened to Bank of America and Verizon?

    Susan Rucci | April 2012 | New York

  • 5.I agree that internet access in hotels should be free. However, having worked in the hotel industry, I know that a number of chains have signed up with third party providers who charge the hotels exorbitant rates to have the system set up in the rooms and public areas. The hotels then have to pass on these costs to guests and usually at only a small mark up.

    Jocelyn | April 2012 | Brisbane, Australia

  • 6.Two sides to this one: I expect free wifi in hotels (though it’s not a deal breaker 90% of the time) and in my room but one hotel was telling me that a real danger to them is that when they do free wifi in the rooms, people go to their rooms and just stay there. They don’t go to the bar, they bring in their own food/drink and stay in their room.

    What they do now is make wifi free in their public areas – the lounges, receptions and bars (the restaurant was an area of debate last time I checked as some felt it should be concentrating on the food and real life chat amongst those present) – and that has a few benefits: to anyone who comes into the hotel, it looks busy and vibrant. Also, people then buy drinks/nibbles from the bars, helping the hotel stay profitable.

    It’s an interesting conundrum and all too often I think some of us forget hotels have to make money to stay open!

    Craig McGill | April 2012 | Scotland

  • 7.I acknowledge that internet connection in resorts should be free. However, having proved helpful in the place market, I know that a number of stores have finalized up with third celebration companies who cost the resorts excessive prices to have the system set up in the places and public places. The resorts then have to complete on these costs to visitors and usually at only a small level up.

    Investment in Real Estate | July 2012 | Australia

  • 8.I definitely agree. Internet in hotels should be free.

    Frank Steiner | August 2012 | chicago

  • 9.I agree with all those who willing that internet connection in hotels and resorts should be free. Internet is a place filled with knowledge, entertainment and business. So making it free and available will increase the visitors that place.

    Investing in property | April 2013 | Sydney

  • 10.All hotels have free connecting wifi but other's not with password and fees. On these case is necessary for the customer for communicating their friends and relatives.

    Miri Hotel | September 2013 | Los Angeles

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