A recent survey by hotels.com noted that for more than 80% of respondents, free Wi-Fi in-room is a make-or-break decision for online bookings. Surprised? Shouldn’t be. Free Wi-Fi is now becoming ubiquitous. As it is offered in one location, consumers don’t understand why it is not available – for free – in another spot.

How does this impact hotels? Well, it is one of those somewhat hidden add-on charges.  An additional profit center. And, for major chains, it is a major hit to their bottom line to decide to remove a daily $10 charge from thousands of rooms in hundreds of locations.

But, from a consumer perspective, it has become a given that a certain level of establishment, or hotel, offers complimentary Wi-Fi. Why pay $10 a day at the hotel I’m paying to stay at, when I can walk next door to the diner or Starbucks and get the Internet for free? It is a component of the overall experience.

The Zealotry Marketing lesson? Value is not a fixed position or asset. The marketplace, consumers’ needs, and competition all change. Thus, it makes sense that value points of a business would also change. Logical and simple enough. But, how often is your product, operational delivery, or marketing program significantly examined and adjusted on the basis of aligning with what is perceived as value today?

In this example, the solution is simple. Guests want Wi-Fi for free. Or really, what they are saying is that it is a fundamental need. Not an “add-on.” Hotels need to drop the add-on fee. The cost is a part of the room rate and a part of doing business.

Value is transparent. Now it’s time to figure out how to package and market it.