The hotel WiFi certification system is not just a web access management tool, but also a marketing and data operation platform for the hotel to interact with its occupants. Residents will pass Portal certification pages in connection with WiFi, leaving identification information and online behavior data, which are valuable resources for hotel branding, precision marketing, membership operations, client insight."Cost centre"Convert"Value centre", while enhancing the resident’s experience, create additional commercial value.
Marketing value of Portal pages
Portal certification page is the first to be seen after a guest connects WiFi and is the first touch of a hotel displaying brand images and marketing information. In a few seconds waiting for certification, the guest focuses on Portal page, which is an invaluable marketing opportunity. A well-designed Portal page can contain the following marketing elements: one is a brand show, with the top of the page showing the hotel 's Logo, brand name, brand Slogan, and the background of the hotel ' s fine pictures (maturation, guest room, restaurant, landscape, etc.), allowing the guest to feel the hotel ' s branding culture and quality at the very first time of connecting WiFi; Second, welcome messages showing personalized welcoming language based on the identity of the guest (e.g. VIP membership, return visitors, first-time residence), e.g."Welcome to the Hotel XX again, my dear Mr./Madam.", to make the guests feel valued and cared for; and, third, to promote information that showcases current hotel promotional activities such as"200 minus 50 for meals.""SPA Ex gratia""Delayed check-out discount""Multiply membership"Wait, the residents can see this information when they certify and increase the penetration and transformation of promotional activities; fourth, a recommendation for services, recommendations for hotel-specific services and facilities such as:"24-hour gym.""Indoor swimming pool""The executive wine hall.""Children's Garden""Transceiver services"The fifth is a recommendation for the perimeter, which will help residents to better arrange their travel and reflect the hotel ' s good-will service; the sixth is a member guide, which will guide them to register as hotel members or to pay attention to the hotel ' s micro-celebs."Pay attention to the public. Make it a member-only privilege.""Registered member, which is a discount of 90%"The seven are evaluation guides, who guide residents to express their views on OTA platforms (e.g., travelling, legionnaires, flying pigs) when they are certified or before leaving the shop."Are you satisfied with this check-in? Sharing your experience will be rewarded by a points reward."Portal pages should be easily and clearly marketed, and not put on a page that can affect the customer’s authentication operations. The load speed is also important, Portal pages should be as light as possible, and photos are condensed and optimized to ensure fast loading under various network conditions. Portal pages can be edited and updated by hotel marketing departments or operators at their backstage without requiring technical intervention to support accurate marketing over time, by door shop, by guest group, and by way of example.
We're running a fan of WiFi.
WiFi is one of the most valuable ways to certify the WiFi marketing of hotels, because it can turn guests directly into a fan of the hotel's Twitter public. After users have access to the network via WiFi certification, the system can direct visitors to the hotel's micro-public, and after that, the hotel becomes a fan of the hotel, which can be used for long-term marketing and membership operations. The value of WiFi fans operating is mainly reflected in low-cost recipients, the higher costs of traditional public sign-up (such as hand-picking gifts, friends' circle advertising) and the fact that guests have completed their attention through WiFi to WiFi, which has been connected to natural processes with virtually no extra user fees and the accuracy of fans (all genuinely hotel visitors); and high touch-to-reach rates, where the news of Micro-Trust Public reaches far more than text messages, traditional marketing channels such as mail, and hotels are better marketable by fans via publicity promotion information, membership activities, brand messages etc.; Third is membership conversion, and the public number is an important entry to the hotel membership system. The hotel can provide a member registration, points query, reservation, order management, etc. in a public caller, which will guide fans to register as members, and will be able to sign up for membership."Fans."Convert to"Members"• To improve client loyalty and repurchase rates; fourth, precision marketing, where hotels can use user drawings and grouping based on the number of fans' entry records, consumption habits, preferences etc., to promote different marketing content for different groups of fans such as commercial mobility benefits for regular-house fans, parent-to-child packages for frequently-incarcated fans, precision marketing and improved marketing transformation rates; fifth, interactive operation, where hotels can interact through public sign scores, draw prizes, questionnaires, UGC events (e.g., count marks, draw awards, questionnaire)"Show me your inside experience."The following points need attention in the WiFi fan operation: first, focus on guiding nature and not forcing residents to look at the public to be connected to the Internet (which would create a reaction among tenants), but rather after certification has been successful."Pay attention to benefits"(b) The content needs to be of value, the public text cannot be advertised, it should contain valuable information for residents (e.g. travel strategy, hotel service introduction, statement of membership rights, etc.), and maintain fan interest and activity; and (c) the frequency of delivery should be moderate and not be carried out too frequently (e.g. daily transmissions), which would result in fans dropping attention, suggesting one or two times a week and choosing the appropriate time (e.g. before weekends, holidays); Fourth, data are subject to compliance and the collection and use of personal and behavioural data by fans must comply with the requirements of laws and regulations such as the Personal Information Protection Act, clearly inform fans of the purpose and scope of their data collection, obtain their consent and may not sell or illegally make them available to third parties.
The membership system is linked to WiFi rights
The WiFi certification system is linked to the membership system, which provides members with exclusive WiFi rights and interests, enhances their value and loyalty, while encouraging non-members to register as members. The second is exclusive high-speed bandwidth, which members enjoy higher bandwidth than their regular occupants, such as ordinary residents 10 Mbps, silver card members 20 Mbps, gold card members 50 Mbps, diamond card members 100 Mbps, and the band size is linked to membership levels, thereby stimulating promotion; the third is a proprietary Portal page, where members are connected to WiFi with a unique Portal page, showing names of members, grade levels, points balances, exclusive welcome notes, etc., so that they feel personalized services and valued experiences; Fourth, there is a preferential flow quota with members enjoying higher or unrestricted traffic quotas and regular occupants may have daily traffic restrictions while members are not restricted or granted higher quotas; fifth, more equipment access, which allows members to access more end-of-pipe devices simultaneously (e.g. up to three general accommodations and up to five memberships or no limit) and meets the need for multiple equipment to be connected to the Internet; sixth, exclusive service routes, where members can contact their own services directly through Portal or public number in case of problems with WiFi, giving priority to technical support and services; Seven credits, which members can accumulate points (e.g. first daily certification of credit, post-touching points) or upgrade hotel services (e.g. free breakfast, late return, SPA vouchers, etc.) or the level of membership to increase the activity and stickyness of their members. The WiFi entitlement requires a deep interface between the WiFi certification system and the CRM (customer relationship management) system and the hotel ' s membership system: when members are in, PMS synchronizes information on members to the WiFi system, automatically assigns bandwidth, privileges, Portal pages, etc. according to the ranking of members; The WiFi of the member can synchronize to the CRM system using data (e.g. online time, traffic usage) as a basis for drawings and credits."Upgrading WiFi from Basic Services to Membership"For a hotel chain, WiFi’s interests can also be shared in all hotels, and members have the same WiFi services as any other one, enhancing their sense of belonging to and identity with brand names.
Client insight based on WiFi data
The hotel WiFi certification system collects data on residential identity and online behaviour that are valuable sources of client insight and behavior analysis. The main elements of client insight include: first, an analysis of the image of a resident, information based on the identity of the resident (the place of belonging to the cell phone number, the gender and geographical information associated with the micro-mail OpenID, age and sex in PMS) and information on admission (type of dwelling, house price, occupancy days, source channels, membership levels etc.), construction of a user image of the resident, demographic characteristics of the resident and consumption characteristics; Second is an analysis of the Internet behaviour, which analyses the user ' s time distribution (when most people are connected to the Internet and average time on-line), the characteristics of traffic usage (average flow, peak flow, traffic distribution), the preferences for use (videos, socialization, web pages, games, office, etc., hot-door applications, rowing), end equipment features (cell/notebook/platform ratio, operating system distribution, screen size distribution) and understanding the user ' s access habits and needs; Third, to look at the behaviour of the shop, and to analyse the trajectories and regional stay periods in hotels, such as how long the guest stays in the lobby, whether restaurants and gyms are used, when Internet access is available in the guest room, etc.; fourthly, to analyze the relationship between WiFi use of data and the customer satisfaction evaluation (OTA rating, questionnaire survey results), and to analyse the relationship between the WiFi experience and the resident satisfaction, e.g. whether the WiFi fast-paced door shop scores are higher, whether certification experiences lead to poor ratings, and how far WiFi experience has affected the resident satisfaction assessment; Fifth, repurchase forecasting analysis, based on the historical resident ' s in-house records and WiFi use data, builds a repurchase forecast model to identify who is more likely to be re-in-housed, who has lost risks and provides a basis for precision marketing and customer retention; sixth, cross-sale analysis, analysing the relationship of residence WiFi usage with hotel consumption of other services, such as whether video-friendly tenants prefer to buy guest dining services, and whether customers using multiple office applications are more in need of business centre services, provide a basis for cross-selling and individualization recommendations. Client insight based on WiFi data requires attention to the use of data compliance: all data analysis must be done within the limits permitted by law, and the personal information of the occupants must be dissensitive (e.g. cell phone numbers show only the first three and four places), the results of the analysis can only be used for service optimization and marketing decisions within hotels, not for purposes unrelated to hotel services, and not for selling or making available the personal data of the guests to third parties."Better serve the guests."• To provide a more thoughtful and personalized service through data on the needs and preferences of tenants, and to enhance their satisfaction and loyalty rather than to monitor or violate their privacy.
Precision marketing and personalization recommendations
Client insights based on WiFi data allow hotels to perform precision marketing and individualization recommendations to improve marketing effectiveness and transformation rates. The main ways of precision marketing include: a precise distribution based on the presence of guests, dividing the guest into different groups (e.g. businesspersons, vacationers, parents, elderly clients, members, non-members, etc.) based on their drawings and behavioural characteristics, and distributing different marketing content to different groups of customers such as discounts for commercial customers in conference rooms and business centres, recommendations for holiday visitors in spas and peripheries, children ' s gardens and family meal packages for parent guests, double the turnover of membership and exclusive discounts; Second, real-time marketing based on the scene, and relevant marketing information based on current scenes and behaviour of the occupants, such as discounting meals for the day when the occupants connect WiFi to the restaurant area, late night snack service when the passengers are still heavily using traffic after 10 p.m., tourist services and ticket privileges for hotels during their stay in search of surrounding sites; III Automated marketing based on life cycle, automatically triggers different marketing moves based on the resident ' s residence life cycle (pre-reservation, pre-entry, in-house, after-stay), such as sending a reference to stay and WiFi guidelines for use after booking, sending welcome information and hotel service recommendations on the day of entry, moving services according to behaviour, sending satisfaction surveys and repurchase preferences after leaving the shop; IV is a sexual Portal page showing personalized Portal content based on the identity and preference of the tenant, such as VIP members seeing exclusive welcome language and membership rights, guests seeing new guest privileges and hotel presentations for the first time, visitors looking back."Welcome back."Five are recommended engines for sexualization, based on the historical behaviour and preferences of tenants, which recommend hotel services and products that may be of interest to residents using recommended algorithms such as private tutoring courses for regular users of gymnasiums, catering packages for frequent customers who have a meal in guest rooms and parental activities for residents with children; six are A/B tests and optimizations, with A/B tests for different marketing content, delivery methods, display locations, comparing the rates of hits and transformations from different programmes, and continuously optimizing marketing strategies and content."In the right time, through the right channels, to the right person, to push the right content."WiFi certification system for precision marketing"People"(Identity and drawings of the guest),"Hour"(time and stage of access),"Land"(access location and area),"Okay."Data on multiple dimensions, such as (behavior and application preferences) make accurate marketing truly available."degrees", which cannot be over-marketed to the detriment of the occupants: marketing must be carried with moderate frequency, content of value to the guests, timing is appropriate (not late at night for marketing information), and it must be provided to the tenants."Deny to receive marketing information"The best marketing should be"That's a sweet recommendation."Not."Disturbing harassment."♪ Make the guest feel the hotel is ♪"For my sake."Not."Trying to make my money."。
Measurement and optimization of marketing data
The impact of WiFi marketing needs to be measured and continuously optimized through data. Hotels should develop an impact assessment system for WiFi marketing, tracking key indicators, analysing input output ratios in marketing activities, and continuously optimizing marketing strategies. Key indicators for effectiveness measurement include: first, Portal page indicators, page views (PV), independent visitors (UVs), page load times, authentication button hits, selection rates by certification method, promotional information hits, etc., assessing the performance and user experience of Portal pages; The second is the indicator of fan growth, which assesses the effectiveness and quality of fans from the WiFi channel through the number of new public fans added to WiFi, their turnover (concerns/certifications), their de-interest rate, their activeness (figure reading rates, interactions) etc., and the third is the indicator of membership transformation, assessing WiFi ' s contribution to the membership system by directing registered new members, membership conversion rates, member repurchase rates and consumption amounts, and the use of the member WiFi interests; Fourth, indicators of marketing activity, with the number of people per marketing activity reached, the rate of hits, the conversion rate (e.g. coupons, usage rates), the income generated (e.g., catering revenue from promotion activities, SPA revenues), input output ratios (ROI) and so on, assessing the effectiveness of marketing activity; fifth, indicators of client satisfaction, WiFi-related poor ratings, customer satisfaction rating for WiFi, WiFi complaints rate for WiFi problems, changes in satisfaction before and after WiFi experience improvement, and assessing the impact of WiFi services and marketing on residential satisfaction; The sixth is an operational efficiency indicator, the timing and execution of marketing activities, human inputs, technical support costs, etc., and assessing the operational effectiveness of WiFi marketing. The measures of impact include: a data watch, which will be used to create marketing data panels in the WiFi management platform or BI system, displaying key indicators in real time and keeping managers abreast of marketing effects; a regular report, producing weekly/monthly reports on the marketing effects of WiFi, summarizing current marketing results, analysing problems and opportunities and proposing improvements; and a third, an A/B test, which will conduct A/B tests on marketing content, delivery methods, presentation of locations, etc., and use data to speak out and select better-impact options; Fourth, it is a attribution analysis that analyses the consumer behaviour of the occupants and their connection to WiFi marketing, assesses the extent to which WiFi marketing affects consumer consumption decisions, calculates the true ROI of its marketing activities. Based on impact measurement, hotels can continuously optimize WiFi marketing strategies: if a promotional message is low, it indicates that content or display location needs improvement; if fans ' removal concerns are high, it means that public number content quality needs to be upgraded or adapted to frequency; if members WiFi’s interests are underutilized, there is insufficient awareness of them, and there is no need for publicity or adjustment of their entitlements."One-time activities", and one"Sustained operation and continuous optimization"The process, through data-driven iterative optimization, continuously enhances the effectiveness and value of WiFi marketing.
The hotel WiFi certification system will be used to market value added and data operations from WiFi"Cost centre"Convert"Value centre"Key to this. Through branding and promotion on Portal, hotels transmit brand messages and marketing content at the first time of their customers ' connection to WiFi; through micro-fi fans, hotels convert one-time residents into long-term fans and achieve low cost, high touch sales; through membership association with WiFi interests, hotels upgrade WiFi to an perceived member interest and raise its loyalty and repurchase rates; based on WiFi data-based client insights, hotels gain insight into the characteristics and preferences of their occupants and provide data support for service optimization and marketing decisions; By means of precision marketing and individualization recommendations, hotels deliver correct content to the right people at the right time, and improve marketing effectiveness and transformation rates; by measuring impact and sustaining optimization, hotels continuously increase the ratio of input output from WiFi. For hotels, WiFi certification systems are more than just a web-based management tool, but also a marketing platform and data asset that fully exploits its marketing and data values, can bring real business returns to hotels and build differentiated competitive advantages in intense market competition.