Access Hospitality has published five ways for hospitality venues to turn guest Wi-Fi into a festive marketing channel using its Wireless Social product.
1. Content boxes on splash pages
The Wi-Fi splash page acts as a virtual billboard, showing early booking discounts, Christmas set menus or loyalty sign-ups to guests already in the venue at no extra cost. Access Hospitality says Wireless Social customer Wildwood trialled content boxes across half its restaurants and saw opt-ins rise 4.7% and new marketable users rise 25.1%, before rolling them out estate-wide.
2. Micro-surveys to find the planners
Every group has an organiser who books the work dinner or family gathering. Short surveys in the login journey can identify them, with questions such as whether guests have booked holiday dinner plans, whether they usually dine out over the festive season, whether they want to hear about packages and how far ahead they book. Answers can trigger personalised redirects, such as telling early planners that Christmas bookings are open.
The guide notes that when a party of eight connects to Wi-Fi, one booking can yield eight guest profiles and eight future marketing opportunities.
3. Landing pages by intent
Guests interested in booking can be sent to a Book Now page with festive menus and packages. Those not ready can see everything on over the season, or an online shop selling gift cards, gift sets, cook-at-home kits and experience vouchers.
4. Retargeting past Christmas guests
Guests who logged in last December already chose the venue in the most competitive period. With the Wireless Social connector to a CRM active and login data timestamped, venues can segment last December's visitors and send a timely reminder. Wireless Social integrates with more than 100 CRM and marketing platforms, including Acteol Evo.
5. Further tactics
The guide covers additional ways to use Wi-Fi data over the season.
Relevance to hotels
Hotel restaurants, bars and lobbies can apply the same approach to festive F&B and event sales, with appropriate consent.
Originally published by Access Hospitality: Access Hospitality's Five Guest Wi-Fi Strategies for Christmas Bookings
