Resellers addressing the UK hotel sector should be urging customers to deliver free Wi-Fi to guests.
That's the conclusion of a report conducted by wireless solutions provider Zyxel which found that nearly a fifth (18%) of UK hotels - the highest in Europe - are still limiting or charging guests for Wi-Fi access.
The average across the continent lies at just three per cent, showing that UK hotels are at risk of disappointing European customers.
Jannik Hargaard, President of Europe at Zyxel, commented: "In a world where hotel bookings are directly related to scores on TripAdvisor, small frustrations can have a significant impact on revenue over time.
"Almost all guests now expect free Wi-Fi for everything from uploading holiday snaps to sending emails, making these services essential. In an attempt to squeeze out extra revenue through charging for connectivity, hotels could be shooting themselves in the foot as competitors provide a better service.
"Common problems include distance from access points, the thickness of walls and so on. Hoteliers are clearly not installing Wi-Fi that fits the needs of their building environment, or their guests, which is why they're struggling with demand."