So, why does hospitality data insights matter for ROI?
Here’s the bottom line; Guest Wi-Fi isn’t just about providing convenience, it’s about unlocking hospitality data insights that can boost profitability across your business. By capturing and finding patterns in guest behaviour, venues can personalise experiences, optimise operations, and create loyalty programs that drive repeat business, all of which improve ROI.
The data on the impact of just a 1% increase in opted-in customers presents a significant opportunity for boosting revenue, especially considering that many businesses we work with usually achieve an impressive 72% average opt-in rate.
To put it simply, if you have 3,000 lines of guest data and achieve a 1% increase in opt-ins, that translates to 30 additional opted-in customers from whom you can gather valuable insights. Assuming each of these customers makes just one visit per year, with an average spend of £25, this translates to an extra £750 in revenue per site annually.
While this figure may seem modest when viewed in isolation, it’s essential to recognize the cumulative impact across multiple venues and larger guest lists. For a chain of 50 locations, this could result in an additional £37,500 in revenue from that same simple 1% increase in opted-in customers.
By actively nurturing these opted-in customers through targeted marketing strategies, businesses can foster more frequent visits, thereby increasing the lifetime value of each guest. This approach not only enhances overall ROI but also underscores how even incremental improvements in data insights and customer engagement can lead to substantial gains in a business’s bottom line.
Here are some key ways Wi-Fi data is transforming the hospitality landscape:
You can understand your guests more
With 23% of consumers reporting higher expectations than previous years, meeting customer needs is more crucial than ever. The increased cost of living has prompted guests to prioritise good value experiences, with 71% of consumers stating that dining out remains their most anticipated treat.
Wi-Fi data helps you to understand these shifting priorities. By unlocking insights into what your guests value and appreciate, you can tailor your venue offerings accordingly.
You can personalise the guest experience
One of the most significant advantages of capturing Guest Wi-Fi data is the ability to offer personalised experiences. When customers log in, their data provides insights into their preferences, and from this, you can craft personalised marketing campaigns. These can range from targeted promotions, to loyalty programs designed around their dining habits. Personalisation increases guest satisfaction and engagement, which in turn boosts repeat visits and drives revenue.
According to recent data, 71% of consumers expect companies to deliver these personalised interactions, and 76% get frustrated when this is not delivered by a venue, so make sure you’re staying ahead and delighting guests with your marketing campaigns.
Optimising Marketing Strategies
Guest Wi-Fi provides invaluable data that can significantly refine marketing efforts. By capturing essential insights into guest demographics, visit frequency, and spending habits, businesses can craft more effective, data-driven campaigns.
When you’re analysing guest behaviour data in conjunction with customer spending patterns, it becomes clear how closely these factors are linked. For example, our data allows you to identify specific spending habits, enabling you to tailor your marketing strategies more effectively. This targeted approach ensures that marketing messages resonate with guests, ultimately increasing conversion rates and enhancing the ROI of each campaign.
By using both Guest Wi-Fi insights, you can create a comprehensive understanding of their customers, driving more meaningful engagement and higher returns.
3 Key Data-Driven Insights for 2025
The hospitality landscape is constantly evolving, and guest expectations are at the forefront of these changes. Here are some key insights from guest Wi-Fi data that will shape ROI strategies for 2025:
1. Good value and quality experiences drive loyalty
With the rising cost of living, consumers are careful about where they spend their money. They prioritise great value and high-quality experiences, so it's essential that you’re delivering on these expectations. Guest Wi-Fi data allows you to identify what guests value most, from the food they order to the times they frequent the most, helping businesses craft more tailored experiences that foster customer loyalty.
2. Pubs leading the charge in Wi-Fi engagement
Wi-Fi usage in pubs has surged in recent times, with millions of new users engaging with Wi-Fi services over the past year. This trend provides pub operators with a unique opportunity to gather data that can inform decisions on everything: from staffing to menu offerings. Like other hospitality venues, pubs can use this data for targeted promotions, ultimately contributing to a stronger ROI.
3. Sustainability and brand engagement matter
Guests today care about more than just their immediate experience. Many will actively seek out brands that align with their values, particularly when it comes to sustainability.
Wi-Fi data can be key here, as it helps you to understand which aspects of your brand are currently resonating with guests, helping you to build sustainable, engaging relationships that go beyond a single visit. This insight can be used to craft messaging that speaks directly to these values, building long-term loyalty.
Turning Wi-Fi insights into action
To truly unlock the potential of guest Wi-Fi data, try to take a strategic approach. Here’s some ways to make the most of your customer insights:
Identifying key metrics
Start by identifying the metrics and data that matter most to your business. Are you focusing on repeat visit rates? Average spend per customer? Wi-Fi data allows you to track these indicators and identify trends over time, helping you fine-tune your operations and marketing efforts.
Personalise the experience
If you know a guest prefers a particular dish on the menu, or visits during a specific time, offer them tailored promotions or discounts that encourage repeat visits. Personalised touches not only increase guest satisfaction, but also build loyalty.
Monitor and adjust
With Wi-Fi data, you can monitor guest behaviour in real-time, and use this information to adjust your strategies as needed. Whether it’s testing new menu items, or slightly altering your marketing campaigns, having access to recent data means you can be more on the ball when it comes to responding to guest needs.
Ready to make the most out of your hospitality data insights?
In hospitality, Guest Wi-Fi data offers a unique opportunity to improve ROI by enhancing customer experiences, personalising marketing efforts, and helping you to understand your customers priorities. As we move into 2025, businesses that embrace these insights will be best positioned to succeed.
At Wireless Social, we’re here to help you make the most of your Guest Wi-Fi data. Whether you’re looking to boost engagement, increase revenue, or strengthen customer loyalty, we have the tools and advice to guide you every step of the way. If you’d like to learn more about how our solutions can transform your business, don’t hesitate to get in touch.
