A service controller includes a network interface for coupling to a local area network of a hospitality establishment, and one or more processors coupled to the network interface. The one or more processors are configured to detect a device identifier of a user device on a local area network of a hospitality establishment, determine whether a guest of the hospitality establishment is associated with the device identifier, and automatically activate a service for the user device at the hospitality establishment in response to detecting the device identifier on the local area network when a guest of the hospitality establishment is determined to be associated with the device identifier.