So, what exactly is the role of Guest Wi-Fi data in hospitality?
We know that nowadays, customers expect reliable Wi-Fi access wherever they go, especially in hospitality venues. According to recent studies, over 96% of customers prefer a venue with Guest Wi-Fi on offer, so how can you turn this into a tool that can benefit your business as well as your customers?
By providing this service, you can actually collect valuable hospitality data insights to inform marketing strategies, reveal customer preferences, and identify what’s effective and what needs improvement. Data analysis in the hospitality industry allows you to tailor promotions, send offers to guests that will really resonate with them, and enhance the overall experience, which will ultimately lead to increased guest loyalty and profit.
And why is Christmas a prime time for this data collection?
We know that the festive season brings a surge in foot traffic and online activity, which makes it the perfect time for capturing and collecting data. With more guests visiting your venue for holiday parties, family gatherings and celebrations, capturing insights during this period can help you understand their behaviour and preferences better. Plus, with a surge in group bookings over the holiday season, you can gather customer data from the whole party, not just the lead booker which you can then carry into the new year and beyond.
What are some key insights you can gather this Christmas?
By capturing hospitality data this Christmas, you can unlock some key insights about your customers, such as:
- Customer demographics and behaviour: Understand who your guests are and what they want.
- Track dwell time: View your guests’ day and time of visit to create visit type segments to help make future communication more relevant.
- Foot traffic: Foot traffic is where customers step over a physical threshold to interact with you and your business, so you can track trends when your venue is at its busiest.
Enhance your loyalty programs with holiday data insights
Using Wi-Fi data can significantly enhance your guest loyalty programs during the Christmas season. By analysing the data, you can:
Understand your guests’ behaviour
Guest Wi-Fi data can go a long way in helping you to understand your guests more. By tracking the number of times guests connect to your Wi-Fi network, you can pinpoint your existing loyal customers and reward them. If your customers feel appreciated, they’re more likely to return in the new year to redeem offers and recommend you to others.
Also, by analysing dwell time, you can determine how long guests spend in your venue which will allow you to identify peak times and optimise your offerings according to this.
Give customers personalised rewards and offers
Through Guest W-Fi data, you can capture past behaviour of your customers, which you can then use to surprise and delight them with tailored promotions guaranteed to boost satisfaction and loyalty. For instance, offering a frequent restaurant visitor a discount on their favourite dish demonstrates your attention to their preferences. It could also help you to boost festive bookings early, as guests have more of an incentive to choose your venue to celebrate.
Offering exclusive experiences to your most loyal guests, such as early access to new festive dishes on the menu, rewards their continued support for your brand and strengthens your relationship with them. This personalised approach will not only drive customer engagement but also contribute to increased sales and long-term success.
Improve efficiency across operations
Optimise staffing and improve operational efficiency across your brand by making adjustments based on real-time hospitality data. During the busy festive period, take the opportunity to monitor log-ins and how guests interact with your venue, so you can allow for the allocation of additional resources during surges to ensure a positive customer experience.
Movement patterns can also help you to understand how your guests navigate your venue when they visit, are they spending most of their time in certain areas, or are they exploring different sections? This allows you to identify areas that may need improvement or additional amenities.
Build customer relationships that last
To keep your guests engaged during the Christmas season and maximise festive bookings, use hospitality data to send personalised messages to the right people, which will go a long way if you’re looking to drive loyalty. Keep your venue at the forefront of your customers’ minds by incorporating surveys into the Wi-Fi login process to collect feedback, which will enable you to identify areas for improvement and address any issues promptly.
Ready to unlock the power of hospitality data insights this holiday season?
In this article, we’ve explored how hospitality data can be key to driving loyalty and building customer relationships that last. The busy festive season offers a golden opportunity to get the most out of your Guest Wi-Fi solution, so make sure you unlock these benefits and stay ahead of the curve.
At Wireless Social, we provide data-driven solutions designed to enhance your operations this festive season. Our tools can help you capture valuable hospitality data, such as insights from entire party groups, ensuring you understand your customers better and promote loyalty across your brand. By integrating seamlessly with your CRM, you can launch personalised marketing campaigns that resonate with your audience. Plus, our platform enables you to engage with customers even after Christmas, encouraging repeat visits.
To discover how our guest Wi-Fi data can unlock new revenue streams and elevate your customer experience this holiday season, get in touch.
