Schools are breaking up. British weather is up and down.
No matter how beautiful your setting is or how cosy your lodgings, internet connectivity trumps any other amenity when the weather is bad. It’s not new news that to attract, satisfy and attract loyal guests, parks must have top-quality WiFi.
Getting guests online aside, what if the WiFi service can also make the holiday park money? Fluctuations in seasonal trade are already a challenge for the industry, but when the weather takes a turn for the worse, sites can lose money with guests less likely to spend it on outdoors park facilities and services. Even indoor dining, bars, and on-site shops see reduced patronage as guests stay indoors. This underscores the importance of using every channel to promote a range of products and services for every situation – rain or shine.
When it’s grim outside, guests are even more likely to pick up their device and connect to WiFi. Which is why the WiFi captive portal should be one your prime marketing channels.
Monetising WiFi Services Through Captive Portals
Using the WiFi captive portals is a lucrative opportunity for holiday parks to enhance their revenue stream while providing guests with extra value. Your captive portal, which is the first page guests hit to get onto a park’s WiFi, can be transformed into a dynamic advertising platform.
By partnering with and selling the captive portal space to local businesses and tourism services, parks can show targeted advertisements, promotions, and special offers directly to guests. It’s a win for both parties. The page gives the site an additional revenue channel and improves the guest experience by merchandising on and off-site attractions, food and drink options, local events and more.
Developing this further, there’s the potential to customise and personalise the experience by location, guest type and more. Your customers are only interested in things that matter to them. Relevancy is key in marketing and for returning WiFi users, it’s possible to capture and segment them by information like age, gender, and social interests. This gives the park vital user demographic data to understand more about their guests and lets park management tailor advertisements in line with preferences, boosting engagement and potential spend. A family might see ads for local family-friendly restaurants, nearby amusement parks, or discounts on children’s activities.
Naturally, the WiFi captive portal should promote the park’s own upcoming events, on-site dining, in-park activities, to encourage spending and improve total customer value.
Consider Tiered and Premium WiFi Experiences
If you’re a site offering a free-to-end-user WiFi service, there’s also the potential to upsell premium, ad-free WiFi access as another revenue stream. Guests who prefer uninterrupted browsing might be willing to pay an incremental fee for this service, monetising the WiFi service while keeping guests happy with another service.
Or, if your site sells paid WiFi, you could offer a ‘freemium’ service where guests watch a video or view an advert to access a capped free session. The video or ad generates third party revenue.
A Wifinity Solution for Holiday Park WiFi
Wifinity offers a platform turning your holiday park WiFi service into a marketing channel and gathers insight into customer behavior and preferences. It includes an integrated analytics dashboard allowing you to track new and returning visitors, segment your database, and tailor your marketing messages to specific demographics.
You can extend outreach by using the platform to automatically email customers with relevant offers, increase social media engagement, and run targeted promotions. This personalised approach means marketing efforts are both effective and engaging, helping to boost brand visibility and customer loyalty.
A trusted solution, any data collection is compliant with legal requirements.
Talk to our team to about how to turn your park WiFi into a targeted marketing and revenue generating channel today here.