Hotel guests increasingly expect access to wireless broadband services, a new study has revealed.
According to research conducted by The Mystery Dining Company, the availability of Wi-Fi is an important factor for at least eight in ten consumers when choosing where to stay.
Some 99 per cent of respondents said that if they had paid £100 or more for their room they would automatically expect free wireless broadband access.
And 78 per cent of consumers said they would be willing to visit a dedicated 'Free Wi-Fi Zone' within a hotel if it meant access to a more reliable and faster service.
Steven Pike, Director of The Mystery Dining Company, said the fact most people have broadband at home these days, coupled with decreasing costs and widespread availability of free Wi-Fi access in restaurants, cafes and retail operations, means guests are now reluctant to pay for it.
"[They] can feel as though they are being held to ransom by a venue when it is not offered for free or a nominal charge," he stated.
"The exception to this is if you can demonstrate that guests will have a superior service, such as a minimum connection speed."