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BizReport : Loyalty Marketing : August 05, 2013

No Wi-Fi, no booking, say 27% of British holidaymakers

Hey, hoteliers - got Wi-Fi? Is it free? It had better be because, if not, over a quarter of British holidaymakers could be giving your accommodation wide berth.

by Helen Leggatt

Online travel agent,, conducted an online survey of 2,000 British adults via OnePoll and found that 27% would not stay in a hotel that did not offer free Wi-Fi. In fact, their ability to log on and connect was favored over the luxuriousness of accommodation.

"Whether it's a good distraction or not, the reality is our customers are now always connected - and they want this to continue seamlessly when they are abroad," said Mark Maddock, managing director of UK and Ireland.

And don't think that just any old Wi-Fi, free or not, will satisfy today's connected British tourist, "it is also about the quality and speed of the internet connection", said Maddock.

Holidays no longer provide a break from everyday life. The survey found that using their mobile devices, in part to stay connected, uses up a whopping 2 days of a holiday, on average, for 90% of those surveyed.

Not content with watching sunsets or reading the latest paperback, nearly half rely on their gadgets to keep themselves entertained while on a break. Almost all (85%) now take a smartphone or tablet away with them on holiday, followed by digital cameras (70%) and iPods/MP3 players (31%).

"We have connected travel with technology since 1998 but would be the first to say to customers - don't forget to switch off when you are on holiday and open your eyes to where you are in the world," advised Maddock.

Image via Shutterstock

Tags: Britain, holiday trends, hospitality, hotel, mobile trends, Wi-Fi

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