"The data's going to tell the story. (Extending Starwood's Wi-Fi rollout) is not going to be an emotional decision. This is not 1999," Cohen said. "Everything now is, show me the money or you can't have any more."
Neil Andersen, a manager in services firm Cap Gemini Ernst & Young U.S. LLC's Network and Infrastructure Service division, said he's noticed a trend of businesses pulling together a number of projects to justify an investment in Wi-Fi infrastructure.
"We're seeing that across the industry right now. People are looking for second-generation cost-cutting methods," he said.