Loews Hotel has 20+ hotels located in over 15 cities in the United States and Canada. The decision to make WIFI free is hitting the bottom line of the corporate profits.
"The company was making a "couple million" annually in Wi-Fi fees, Paul Whetsell, president and chief executive officer of Loews Hotels told CNBC. "But we will recapture that in loyalty and repeat business," he said.
Why? "Because they can," he said. One reason is because the corporate guests who stay at the top hotels often aren't actually the ones paying the bill."The WIFI access is free to all guests staying at the hotel.
"The basic Wi-Fi will be offered for free in rooms, lobbies, restaurants and at the pool areas of all 18 hotels and resorts in the chain. Going forward, it will be standard at all new properties including Chicago and Orlando, Fla., said Loews spokeswoman Sarah Murov. Meeting spaces are not included in the free access and will continue to be sold to groups booking those areas."The decision to offer free WIFI to guests is catching on. IHG hotel chain made the decision to offer WIFI to all members of their hotel frequent stayed hotel.
In a Hotel.com survey, "free Wi-Fi is often cited as one of the most important amenities for travelers."
For members of the Millennial generation, paying for internet is one of the most annoying things. We see internet as something that should be free.
"I think that's right. We've been able to charge," Whetsell said. "But it's an irritant," akin to checked-bag fees at airlines that lead to griping about being nickel and dimed, he said.Bravo Lowe's for being a trendsetter!
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