Social WiFi service from Fife firm creating rich data for those in hospitality

Published: 25 May 2015 09:30

A Fife firm’s award-winning Social WiFi service is helping the hotel and hospitality sector unlock huge marketing and customer interaction potential.

Rapier Systems recently landed the Silver New Product Award at ScotHot, the country’s largest food, drink, hospitality and tourism event, for its rapierconnect product, which enables one-click access from social media to WiFi.

Its new offering automatically collects publicly available information from the social media accounts of guests and customers when they connect to WiFi networks – creating a rich set of data.

According to Rapier Systems, reliable, secure, fast and free internet access is now one of the key services guests look for when choosing where to stay.

It says a recent TripAdvisor report showed that 86 per cent of those looking for accommodation said they preferred free WiFi to free parking or breakfast.

Rapier says social media has also become a vitally important marketing tool, with around 85 per cent of people make buying decisions based upon the recommendations of friends, and every Facebook user has, on average, 190 friends.

According to the firm, the analysis of this data gives deeper insights into users’ demographics and buying behaviour and the ability to create and deliver highly targeted promotions and offers. The software can be integrated with hotel booking and back office systems, creating an integrated suite of tools.

Managing director Richard Watson said: “rapierconnect transforms the business case for WiFi in the hotel and hospitality sectors, and has already helped to deliver revenue increases of nearly 25 per cent for a major golf and leisure resort in central Scotland.”

Jump to first paragraph.