Case Study: Driving revenue with wireless services in the hospitality sector

Wireless guest Internet access is ushering in a new paradigm shift in the hospitality industry. There’s a tremendous demand for wireless access – for overnight guests, corporate use, and for conferences and trade shows. Managing that access effectively can make all the difference to your bottom line.
As the leading provider of audiovisual and event technology support to hotels, associations, producers and meeting planners, PSAV Presentation Services is on the cutting edge of hospitality technology.
PSAV’s high-speed Internet access (HSIA) provides fast and reliable connections throughout the meeting and guest room spaces that fit every need. This allows PSAV to provide integrated event technology and complete peace of mind. The HSIA solution is based on the Aptilo Guest Internet Access System, a secure, next-generation solution for providers of wireless services looking to deliver temporary Internet access for visitors, whether at a single large property or across multiple locations.
Managing bandwidth to drive business
Gone are the days when Wi-Fi was meant for guests simply checking e-mail. Streaming video, audio and voice-over-Wi-Fi are today’s “bandwidth hogs.” PSAV’s Meeting Room Manager with the Aptilo Guest Internet Access system allows on-site staff to selectively allocate bandwidth – at any time – to maximize use and meet demand.
At the Sheraton San Diego Hotel and Marina, the ability to switch bandwidth practically “at will” has helped drive new business. At a recent convention, the customer was looking for a way to keep audience attention focused during presentations. With the PSAV-Aptilo solution, the hotel sales manager was able to restrict Internet access to only those presenting on stage. The client was floored, and said the audience was more engaged than with most of their other events.
Premium services generate additional revenue
Adding wireless Internet to your pricing structure for overnight guests adds to your bottom line. Providing that service to meetings and conventions brings an even larger value.
Tiered pricing – where a guest can pay a higher price for a wider pipe or access to additional services will have a significant impact on revenue. Premium services can be offered for different rooms and organizations, even down to individual users.
Capturing usage data
The La Costa Resort and Spa in Carlsbad, California is using the PSAV-Aptilo solution to capture usage data, to identify times and locations where Internet use is at its peak. For instance, if more bandwidth is being used in a hotel lounge than was previously expected, the on-site team can alter the service to accommodate.
Immediate response to guest changes
Key for the hospitality sector is the ability to make changes to the service “on the fly.” Typically, service staff roam hotel grounds checking up on conference guests. When a meeting planner is in urgent need of new access codes for unexpected guests, the service staff can use their mobile device to generate new codes on the spot.
The same is true for the front desk staff, who can generate vouchers or access codes for guests quickly. Distribution of access codes through the in-room TV system also simplifies the process, further reducing the workload for employees busy with other duties.
Satisfied customers – more business
For the La Costa Resort and Spa, ease-of-use has prompted a significant increase in service purchases. With a simplified login process, easy administration and optimal Internet speed always available in the right locations, guest satisfaction is at an all-time high.
Hosted or in-house operation
PSAV offers their hospitality customers a hosted Software-as-a-Service (SaaS) model of wireless Internet access. This is a huge benefit, as the complete administration, maintenance and support are all handled offsite.
Reporting and statistics are generated via this centrally managed solution, further simplifying matters for the IT staff. A hosted solution also offers a low-cost method for quickly adding on new sites when PSAV recruits new customers. Alternatively, the wireless guest Internet access system can be owned and operated by the hotel.
Billing
Simplified billing maximizes revenue opportunities. The Aptilo wireless guest Internet access solution allows for a myriad of billing options. Staff or the guest can choose how long the access is needed and different service levels such as guaranteed bandwidth. The access code can then be delivered in a number of different ways including physical vouchers, e-vouchers, via the in-room TV and SMS. A commonly used method of billing is to integrate the charging of the Internet service with the hotel’s PMS (property management system) so that the guests can be charged via their hotel bill.
Taking it to the next level with meeting room manager
With the development of the Meeting Room Manager, PSAV has taken the Aptilo solution to the next level when it comes to ease-of-use and customization of wireless services in the hospitality sector.
The PSAV Meeting Room Manager keeps track on the total available bandwidth at different sites and boasts an easy-to-use graphical user interface to allocate guaranteed bandwidth for different rooms and users while making sure that the capacity is not overbooked.
Aptilo’s policy engine with service profiles is used to define these different service levels in the Aptilo platform and they are then enforced at each site by the Aptilo Access Controller.