Free Hotel Internet Becoming A Political Issue
Time to once again harp on my favorite subject–free hotel Internet access–only this time the stakes are higher than mere customer contentedness and brand appeal. It could be official star ratings that are at stake.
A member of Scotland’s Parliament is calling for UK tourism agencies to make free-to-guest Internet access a factor in awarding stars to hotels. John Park wrote letters this month urging Visit Scotland and the British Hospitality Association to back his campaign. “This is about offering a better service to guests and making Scotland a more welcoming destination,” Park writes. “No good hotel would charge guests to watch TV or take a shower, and I want them to think of broadband the same way.”
Park admits smaller hotels and properties in rural areas may have a harder time providing free Internet, but he says it should be “standard” for larger city center hotels.
Unless I’m missing something in the British-to-American translation, Park stops short of calling for free hotel WiFi, as I’ve done numerous times on this blog (most recently here). But free wired Internet is a good step in the right direction.
Whether Park’s proposal goes anywhere remains an open question. What is clear, though, is the industry trend. Complimentary Internet access, be it wired or WiFi, is going to become an industry standard soon, whether by government compulsion or free-market competition.
Rather than railing against it and bemoaning how unfair and unreasonable it is, as so many hoteliers did in the comments section of my last post on this topic, I suggest you instead start factoring it into future budgets and try to come up with an alternative way to monetize it. Embedded ads, Bluetooth zones and tiered-access programs are a few ideas worth looking into.
Whiners all commented:
Maybe instead of whining about what should be free and dictating business models you should shop around. WiFi and free WiFi are amenities like any other offered. Find the hotel that offers free WiFi if that's your decision maker and stay there instead. Vote with your dollars instead of your mouth. That is most powerful.
A right? commented:
Yes everyone has a right to connect. Just like a right to drive a car or have surgery or anything else. Until Obama takes many of our rights away like forced health insurance. But anyway, you have a right to get on the internet via WiFi or any method you chose. But it is your responsibility to obtain the necessary components and access rights to do so. In this case, procuring a computer, a wifi card and paying an access fee to get connected to someone else's network.
Sarah commented:
Friday's article in the Washington Post by Sarah Lacy "Hotel WiFi Should Be a Right, Not a Luxury" does a good job of showing why free internet should be expected at hotels - and I agree. Keep up the good fight Adam!
Self-fulfilling prophecy for travel mag writer? commented:
Stop looking for self fulfilling prophecy Adam and stick to the facts. Even if Scottland accomplishes this, do we really see them as a global travel trend-setter? Unlikely. Do you pay for internet at home? your "wifi" or wired service? Do you pay at most airports and other hot spots? Why should hotels give it away then? Why should everyone have to subsidize the service? Those that use it, pay for it now in most major full service hotels. Just like the tollway... you drive, you pay. Pay-per-use is an effective system of barter-and-trade.
JPM commented:
If you are giving free internet don't forget you are also going to lose revenues from your in room movie services as streaming and movie downloads become easier and faster-factor that into you budgeting as well. There is something to said for offering tiered services. Free wireless, but for higher speeds pay for wired service.
Nils Heckscher commented:
It is always a question of the mark up and the way it is sold. Here in South Africa bandwidth is more expensive than in the US or in Europe. If offered in reasonable tranches i.e. R60 for 90 minutes used when you like that is ok. $25 for 24 hours consecutive is too much for the average guest. I like the low bandwidth free suggestion upgradeable to chargeablke higher width.
ASHOK GURUNG commented:
HOW ABOUT MAKING INTERNET FREE DURING THE DAY AS MOST GUEST USE INTERNET DURING THE EVENING WHEN THEY ARE BACK FROM THERE WORK OR BUSSINESS.CHARGE THEM MINIMAL AMOUNT INSTEAD OF CHARGING EXORBITANT RATES.
ASHOPK GURUNG commented:
HOW ABOUT CHARGING INTERNET IF GUEST USES IT IN THE ROOM , AND FOR USING INTERNET LETS MAKE IT COMPLIMENTARY IN THE LOBBY AREA, BY DOING THIS SMALL HOTELS WILL NOTY INCUR HUGE LOSSES IF INTERNET IS MADE FREE
Rudrojit commented:
Free internet access is reality. Good business practice (and sense)would be to offer a base bandwidth complimentary and then offer a higher bandwidth at a charge. This'll give the customer the choice and still address the bottomline
DJK commented:
as an end user is the provision of this service a good revenue raiser? Agree with MMD costs per 24hrs are at times somewhat offensive, but in reality this is a Commercial decision...Yes please keep the Politics out of this we are subjected to enough daily crap already
NMD commented:
Internet charges infuriate me; however, you shouldn't attach Internet connectivity to star ratings. Here in Costa Rica some of the most exclusive lodges don't offer it at all, but that is part of their charm...
JDM commented:
It's probably inevitable that hotels will be forced to offer free Internet access. But this will, as it should, be a market-driven outcome. Please, let's keep the politicians out of this issue!
