Does a Wi-Fi connection determine our holiday plans?

Holiday companies are having to change their marketing strategies with the mindset that holidaymakers are looking for a place with a great internet connection. When it comes to the millennial demographic, 46% book travel through a smartphone which means websites must be optimised and responsive to fit customer needs. To validate how much digital perks have impacted the way we travel, 87% look to popular social media platform, Facebook, for travel inspiration, meaning that they are using the internet before they lay down any solid foundations for booking a holiday.

We’re in 2018, and it’s undeniable that Wi-Fi influences our decision making — in terms of the people jetting off, it’s an important factor for both business and leisure purposes.

Travelling on business

Research suggests that 49% of people travelling on business favour free Wi-Fi above anything else. This was followed by free breakfast that came at a poor 14%, proximity to mass transit, transportation and shops all at 11%, and a small 6% with regard to having a comfortable work chair and a desk in a room — which comes as a surprise due to the purpose of their trip. 

Although this doesn’t come surprising to most, as a businessperson likely needs an internet connection to communicate with people instantly for work purposes through emails and social media platforms like LinkedIn.

Travelling for leisure

However, what may come surprising is that only 25% of those travelling for leisure purposes prioritise free Wi-Fi. What’s more, 22% required a free breakfast after their night’s stay, 15% had free parking at the forefront of their minds and 10% needed a hotel with a swimming pool included before booking. 

According to the same source, 65% of people log into the guest Wi-Fi within the first seven minutes of arriving — evidently showing that an internet connection has become an essential to our everyday lives.

What are hoteliers doing in response to the changes of travel trends?

Recently, a hotel in London carried out a research which had an aim to find out what was more important to a holidaymaker — the location of the building or an internet connection. When guests were asked, 67% said Wi-Fi was the deciding factor on whether they chose a hotel or not, topping 65% of people who said they would decide purely on geographic location. This could be due to the fact that transport has become more efficient around the country, with most services also introducing free Wi-Fi connection to commuters.

Furthermore, a low of 58% said that they valued a good night’s sleep more which defeats the point of an overnight stay at a hotel. But what can hoteliers do to work with what customers are demanding?

In terms of how hotels are looking at new technological advancements they can incorporate into their hotel, 56% said that they were looking at in-room technology to enhance the customers experience and have assigned a larger budget to achieve this. This was because, on average, short-term guests will bring up to three devices and guests that are staying for longer periods tend to bring more — showing that hotels must start to meet the demands of their consumers to stay on top and highlighting the importance of making bold movements within the accommodation industry.

Source:

?      https://web.iceportal.com/8-statistics-millennial-travel-trends/

?      https://systemagic.co.uk/wp-content/uploads/2017/02/Final-Draft-Hospitality-Report-2017-March.pdf

?      http://www.dailymail.co.uk/travel/travel_news/article-2860465/Fast-free-WiFi-important-consideration-booking-hotel.html

?      https://www.forbes.com/sites/niallmccarthy/2015/08/03/most-travelers-consider-free-wi-fi-the-most-important-factor-in-choosing-a-hotel-infographic/#1857529235cb