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Will guests turn against hotel brands that charge for Internet?
A survey of hotel guests in North America confirms what guests all over the world are requesting: access to wireless internet service.
Preferably for free.
JD Power and Associates’ 2010 North America Hotel Guest Satisfaction Index found that wireless Internet access is a priority in nearly every segment, with the exception of the mid-scale limited service segment, in which the most important amenity remains complimentary breakfast.
Approximately 55 percent of hotel guests in this year’s study stayed at a hotel whose brand advertises free Internet connection for all guests.
Offering complimentary Internet access varies greatly by segment.
While it is limited in the luxury and upscale segments, most brands in the mid-scale limited service and extended-stay segments include Internet access in their room rate.
“With the wide availability of the Internet and Wi-Fi seemingly everywhere—at a Starbucks or McDonalds—it may appear unseemly or at least unwise to charge for Internet, but it is still an important revenue stream at the upscale and luxury segments,†said JD Power.
“While charging for Internet may come at a satisfaction cost, the revenue streams likely outweigh that trade-off, at least for now.
“As long as a leading brand does not break rank, guests are likely to keep on paying even if they don’t like it,” said JD Power.
“Given the economy, it is understandable that hoteliers are holding onto every revenue stream they can.â€
JD Power added, “Time will tell if the Internet can remain a viable revenue stream for upscale and luxury properties when it is available for free almost everywhere else.”
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