Guest Wi-Fi Is No Longer About Internet Access

Guest Wi-Fi has long been treated as a basic utility. Customers ask for the password, connect, scroll, and leave. End of story.

In 2025, that approach no longer makes sense.

Guest Wi-Fi has become a powerful way for physical venues to understand their customers, build relationships, and make better decisions. Yet most businesses are still using outdated systems that stop at connectivity.

The problem with traditional Guest Wi-Fi is simple: it provides no insight. You don’t know who your customers are, how often they return, when your venue is busiest, or how online reputation impacts footfall. It connects devices, not people.

This is where Guest Wi-Fi becomes a business tool rather than an IT checkbox.

With b connect, every Wi-Fi connection turns into a source of first-party data. Businesses can understand visit frequency, identify returning customers, and analyse real-world behaviour without adding complexity for staff or guests.

At a time when cookies are disappearing and acquisition costs keep rising, owning your customer relationship matters more than ever. Guest Wi-Fi allows businesses to build a consented database, reduce reliance on third-party platforms, and communicate directly with customers who are already visiting their venue.

Guest Wi-Fi is no longer an expense. It’s a strategic growth lever. Businesses that still see it as “just Wi-Fi” are leaving value on the table every single day.