Helping travellers cut through the noise to find what they want should be what online is all about but it isn't.
Yet there are moves, by the likes of RouteHappy and its Happiness Factors in air travel, to bring consumers more information to help online shoppers come to a faster, more informed decision.
Naturally, some of it is filtering into the hotel industry. We know wifi is a huge factor in hotel choice for many travellers and services such as Hotel WiFi Test allow guests to test the wifi speed of potential properties.
Late last year the company highlighted a service enabling consumers to post hotel wifi speeds to social media channels thereby praising or shaming properties for their efforts.
Hotel WiFi Test's latest initiative is a content API targeting online travel agencies and mobile applications. The API enables travel suppliers to integrate information on wifi quality and speed, a factor which will help keep users on a website and hopefully drive conversions.
What next? Maybe a feed telling you which hotel serves that ice-cold beer or the best time for a quiet dip in the pool.
NB: Wifi image via Shutterstock.