According to a new study, the pay-TV industry lost more than 700,000 subscribers in the second quarter of 2016, which is the worst customer attrition statistic to date.

For hoteliers, this is a clear sign that guests prefer to bring their own devices and content when they travel. Whether it’s through accessing services like Netflix or streaming their content – via Digital Living Network Alliance (DLNA) – to the hotel rooms’ televisions, guests now prefer complete control over their video content.

This trend mirrors what is happening in many consumer households, where family members have their own devices for watching what content they want when they want. Consumers have also grown tired of paying for expensive monthly cable services that, although offer an astoundingly wide-array of channels, are unappealing to many.

This all points to the need to provide sound WiFi for guests.

According to the recent Hospitality Technology Magazine 2016 Lodging Technology Study, adding bandwidth remains a top objective for 45 percent of operators. The report also found that networking/bandwidth connectivity will account for 17 percent of hoteliers’ technology budgets for 2016.

Guest demand for wireless Internet access is also increasing. For example, the number of consumers who reported that they expect free WiFi at fast-casual restaurants rose 24 percent in a two-year period, also highlighted in this study.

In addition, the study discussed how hoteliers are using their WiFi connections to help monitor guest behavior. These analytics include who the customers are and their demographics, as well as hotspot analytics that show total traffic, impressions, loyal customers and how often they return.

As many consumers “cut the cable cord” at home, the same trend is happening in the hospitality arena. While pay-per-view TV revenue will decline for hotel brands, there is a new opportunity to leverage bandwidth in ways that can provide guest insights and increased loyalty.