WiFi Analytics: 7 Metrics Every Hospitality Business Should Track

Analytics has a reputation for sucking the joy out of things. WiFi analytics do the opposite when used well.

They answer questions that otherwise turn into arguments.

New versus returning visitors

This shows whether people liked you enough to come back. Few metrics are more honest.

Visit frequency

Weekly regulars behave differently to monthly visitors. Lumping them together hides opportunity.

Dwell time

Longer stays often mean higher spend and deeper engagement. Sudden changes usually signal a problem.

Peak patterns

Busy periods are rarely as simple as "Friday night". WiFi reveals nuance that staffing rotas often ignore.

Capture rate

If people are not connecting, something is wrong. Poor signage, confusing login, or weak value.

Campaign response

Did people actually return after that email, or did it just feel productive to send it?

Audience growth

A growing WiFi list is a leading indicator. Revenue tends to follow later.

Good analytics do not tell you what to do. They stop you lying to yourself.