Over a third say wi-fi is ‘deal-breaker’ when choosing a hotel

By Rachel Parkes

- Last updated on GMT

Nearly a quarter of people would choose a coffee shop for its internet access
Nearly a quarter of people would choose a coffee shop for its internet access
Over a third of people (39 per cent) say that access to wi-fi internet is a ‘deal breaker’ when choosing a hotel, according to research released by Yorkshire-based broadband provider Plusnet.

A further quarter of people (24 per cent) say they wouldn’t choose a coffee shop without wi-fi access over one with it, stepping up the pressure for small businesses in the hospitality sector to provide a free, reliable internet connection to draw in customers

The Plusnet Business Survey, which spoke to around 2,500 people, found that 49 per cent of people want businesses to provide wi-fi access in public areas, free of charge, with 46 per cent of Londoners admitting they needed a constant internet connection to alleviate boredom whilst in a queue or taking a short journey.

Almost a fifth (17 per cent) said they would purposely choose a restaurant, bar or pub for its access to the internet, with the number rising slightly to 18 per cent for a shopping centre.

Crucially, however, over one in ten small businesses said that having a fast reliable internet connection increased their profits by 21-30 per cent.

Nick Silverwood, head of business at Plusnet said: “Through the Plusnet Business survey we can see that installing something as simple as free Wi-Fi for customers, can help generate repeat custom and definition within a market. With increased competition in the hospitality and retail markets, it’s important for small businesses to understand how investing in customer broadband has the potential to really boost sales.

He added: “With 12 per cent of respondents estimating that 21-30 of their profit is down to a fast and reliable Internet connection, there is a clear benefit to getting online.”

The real impact of wi-fi access on the bottom line is something that small businesses in the hospitality sector have been considering for some time. As long ago as 2007, research from Ireland​ found that free wireless internet access attracted three times as many customers as the provision of paid-for hotspots provided for by companies such as T-Mobile and BTOpenZone.

Meanwhile research from 2008 ​found that half of Brits wanted to surf the net on the go – and that sipping their pint in a pub was the preferred location.

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