Improving hotel ratings by offering free Wi‐Fi
Journal of Hospitality and Tourism Technology
ISSN: 1757-9880
Article publication date: 4 October 2011
Abstract
Purpose
The purpose of this paper is to analyze whether offering free Wi‐Fi improves hotels' online ratings, which are considered a measure of customer satisfaction.
Design/methodology/approach
Empirical research was conducted using the salient features of downloaded reviews (e.g. dates and types of travelers) of 26,439 hotels in 200 destinations.
Findings
It was found that offering free Wi‐Fi helps hotels improve their ratings by up to 8 percent. Business centers and room service are irrelevant to customers. Allowing pets can improve ratings by up to 1 percent. Business hotels clients are systematically more dissatisfied than those who stay at non‐business hotels.
Research limitations/implications
The quality of the Wi‐Fi offered (e.g. its speed, ease of use, and areas of availability) was not measured. It would also be interesting to perform further analyses based on the profiles of the reviewers.
Practical implications
Hotels must offer free Wi‐Fi and should consider information and communication technologies as a way to improve customer satisfaction.
Originality/value
The number of hotels studied guarantees accurate results. The study provides a clear measurement of the improvement that can be achieved by offering a specific amenity and assesses the relative significance of other hotel amenities (i.e. business centers, room service).
Keywords
Citation
Bulchand‐Gidumal, J., Melián‐González, S. and González López‐Valcárcel, B. (2011), "Improving hotel ratings by offering free Wi‐Fi", Journal of Hospitality and Tourism Technology, Vol. 2 No. 3, pp. 235-245. https://doi.org/10.1108/17579881111173776
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited