Digital Signage in Hotels | Improving Guests’ Digital Experiences
This article was originally published in 2015 and has been updated for 2024.
Today’s travelers are increasingly dependent on digital channels to make their travel experiences better. They often have superior levels of technology at home, and they expect the promised “home away from home” experience to be technologically the same, if not better than what they left behind.
Think about how they planned their travel. They ordered a cab from an app, scanned their boarding pass on a smartphone at the airport, went straight to their pre-booked rental car, and then received alerts to any itinerary changes through their smartphones.
By the time the tech-savvy traveler arrives at a hotel, they expect this digital experience to continue.
So what measures are hotels taking to ensure the guest’s digital experience continues seamlessly?
Digital Signage
Digital signage has revolutionized how businesses communicate with their audiences, providing dynamic, engaging, and informative content through electronic displays.
In various industries, from retail to corporate settings, digital signage has become an essential tool for enhancing communication, marketing, and overall customer experience.
In the hospitality industry, particularly in hotels, digital signage plays a crucial role in improving guest services, streamlining operations, and enhancing the overall guest experience.
Personalized Welcome Messages
Making a good first impression is vital in the hospitality industry, and personalized welcome messages on digital displays in hotel lobbies and rooms can significantly enhance guest satisfaction. These messages can greet guests by name, display their loyalty program status, and offer tailored recommendations for hotel amenities and local attractions.
For instance, a digital welcome screen in the lobby can greet guests with their names and provide personalized messages, such as “Welcome, Mr. Smith! We hope you enjoy your stay with us. Don’t forget to check out our rooftop bar for stunning city views.”
Interactive Touchscreens
Interactive touchscreens offer numerous benefits for hotel guests, providing a self-service option that enhances convenience and engagement. These touchscreens can be used for a variety of applications, including check-in/check-out processes, information kiosks, and concierge services.
Guests can quickly check in, find information about hotel services, and book local tours or transportation, all from a user-friendly touchscreen interface. This not only improves the guest experience but also reduces the workload on hotel staff.
Scheduling and Event Management
Hotels often host events such as conferences, weddings, and meetings, and managing these events can be complex. Digital signage simplifies this process by displaying event schedules and meeting room bookings in real time.
Dynamic event signage helps hotel staff stay organized and ensures that guests are always aware of where and when events are taking place, enhancing the overall event experience.
Interactive Maps and Directories
Wayfinding is crucial in large hotels where guests may struggle to navigate the premises. Interactive maps and digital directories can significantly improve ease of navigation. These digital tools allow guests to search for their rooms, hotel amenities, and event locations easily.
By providing clear directions and interactive maps, hotels can reduce the reliance on staff for navigation assistance, thereby improving guest satisfaction.
Ease of Navigation
Digital signage helps guests find their way around the hotel effortlessly.
Interactive wayfinding displays can show the shortest route to their destination, whether it’s a guest room, a restaurant, or a conference room. This reduces the time guests spend looking for their destination and enhances their overall experience.
Highlighting Hotel Amenities
Digital signage is an excellent medium for showcasing hotel amenities such as spas, gyms, restaurants, and pools. Engaging visuals and dynamic content can attract guests’ attention and encourage them to utilize these services.
For example, a digital display in the lobby can highlight the hotel’s spa services with appealing images and promotional offers, enticing guests to book an appointment.
Answer guests’ most frequently asked questions
In the Magnani Caruso Dutton survey, 80% of travellers said they would like to easily see offered amenities and hours. Digital signage in hotels can provide this information, and free up the staff to focus on more pressing needs. Such information will help guests make the most of their stay, and would include check-in and checkout times, restaurant hours and key amenities like fitness centers, gift shops, spas, laundry services, conference rooms etc.
Displaying such information is not only convenient for guests, but it also frees up staff to attend to more pressing needs.
Hotels can also personalize the information so that it’s relevant to their guests. For instance, messages such as “carry an umbrella” or “bring a jacket” can be triggered based on weather conditions, and displayed to help guests plan ahead.
Efficient Communication
Digital signage in hotels is an effective tool for internal communication, enabling real-time updates and notifications for staff.
For instance, digital displays in staff areas can provide information about daily schedules, upcoming events, and important announcements. This ensures that all team members are informed and coordinated, leading to smoother operations and better service delivery.
Generate a profit stream
There are a few ways that digital signage in hotels can generate revenue.
One is by selling advertising space to local businesses. Hotels can also display specials and encourage guests to visit other areas of the property e.g. spa, to drive revenue.
Another way to generate revenue is by displaying flight information. Through digital flight information displays, guests have fast and easy access to information such as delays and cancellations. In the event of a cancellation or delay, the guest is most likely to extend his/her stay at the hotel, which brings in additional revenue.
Get Social with Guests
How is displaying social media for hotels on digital signage beneficial?
Social media is constantly changing, so it’s an easy source of fresh, automated content for your digital displays. It is also more engaging in that it can increase your guests interaction with you via social media. Guests will post on your wall more, for a chance to appear on your displays.
It is also more intimate/personal than, for example, information about pool hours, and this makes guests feel like they know you better and can connect with you. Such emotional engagement makes a big part of the customer experience, which impacts customer loyalty and retention.
It’s also a great platform for feedback and reviews. Displaying your social media activity on digital signage in hotels shows guests that you respect and care about their thoughts. This increases the chances of your guests responding, and they’ll return the respect by providing useful feedback. They’ll also appreciate the chance to be heard.
The possibilities for digital signage for hospitality are almost limitless. It creates an avenue to enhance the guest experience, drive additional profit, improve staff efficiency and reinforce the brand. With digital signage, the improvement is instant, delivering a strong ROI.
Promoting Special Offers and Events
Hotels can use digital signage to promote current promotions, special offers, and upcoming events, driving sales and guest engagement. For instance, digital displays can advertise a special discount on dining experiences or upcoming live music events at the hotel’s bar.
This not only informs guests about the hotel’s offerings but also encourages them to take advantage of these opportunities, enhancing their overall stay.
Enhancing Safety and Security
Digital signage plays a crucial role in safety and security within hotels. In the event of an emergency, digital displays can provide real-time updates and instructions to ensure the safety of guests and staff.
For example, in case of a fire, digital signage can display evacuation routes and safety procedures, helping to manage the situation effectively.
Health and Safety Information
Displaying health and safety guidelines through digital signage is an effective way to promote hygiene and cleanliness measures.
During times of heightened health concerns, such as the COVID-19 pandemic, hotels can use digital displays to remind guests of safety protocols, such as wearing masks, maintaining social distancing, and sanitizing hands. This reassures guests that their well-being is a top priority.
Sustainability and Cost Efficiency
The use of energy-efficient digital signage contributes to sustainability efforts in hotels. Modern digital displays consume less power than traditional lighting and signage solutions, leading to significant energy savings.
This not only reduces the hotel’s environmental footprint but also results in cost savings on energy bills.
Reducing Paper Waste
Digital signage reduces the need for printed materials, such as brochures, flyers, and posters, thereby minimizing paper waste. This shift towards digital communication supports long-term sustainability goals and offers cost efficiency.
For example, instead of printing daily event schedules, hotels can display this information on digital screens, reducing paper use and waste.
Future Trends in Hotel Digital Signage
The integration of digital signage with emerging technologies such as AI and IoT is set to transform the hospitality industry. AI can personalize content based on guest preferences and behaviors, while IoT enables real-time data collection and analysis for more informed decision-making.
For example, AI-driven digital concierge services can provide personalized recommendations to guests based on their past interactions and preferences, enhancing the guest experience.
Customization and Personalization
Future trends in digital signage in hotels include enhanced customization and personalization options. Hotels will increasingly use data-driven insights to tailor digital content to individual guests, providing a more personalized and engaging experience.
This could include personalized welcome messages, tailored service recommendations, and customized promotional offers, all displayed through digital signage.
Embracing the Future of Hotel Digital Signage
Digital signage in hotels offers numerous benefits, from enhancing guest experiences and streamlining operations to promoting safety and sustainability.
By adopting advanced digital displays and integrating emerging technologies, hotels can significantly improve their service delivery and operational efficiency. Embracing digital signage is not just about keeping up with technology trends; it’s about creating a more engaging, efficient, and sustainable environment for guests and staff alike.
Key Benefits of Digital Signage in Hotels
There are several key benefits of using digital signage in hotels. Firstly, it enhances the guest experience by providing personalized messages and interactive touchscreens.
Secondly, it streamlines hotel operations by facilitating efficient communication and event management. Additionally, digital signage improves wayfinding and navigation, helping guests find their way around the hotel with ease.
- Enhanced Guest Experience: Personalized welcome messages and interactive touchscreens significantly enhance guest satisfaction and engagement in hotels. Upon arrival, guests are greeted by name on digital displays, creating a warm and personalized experience. Interactive touchscreens in lobbies and rooms offer convenient access to hotel services, local attractions, and real-time information. These features not only improve the guest experience by providing easy access to relevant information but also reduce the need for staff assistance, allowing for a more seamless and enjoyable stay.
- Streamlined Operations: Efficient communication and dynamic event signage play a crucial role in facilitating smooth hotel operations. Digital displays in staff areas provide real-time updates on schedules, announcements, and important information, ensuring all team members are well-informed and coordinated. Dynamic event signage helps manage and display event schedules, room bookings, and changes promptly. This ensures that both staff and guests are always aware of event details and locations, reducing confusion and improving overall operational efficiency.
Finally, digital signage promotes hotel services and amenities, showcases special offers, enhances safety and security, and contributes to sustainability and cost efficiency.
Emerging Trends in Hotel Digital Signage
The future of digital signage in hotels is bright, with several emerging trends set to transform the industry. The integration of AI and IoT will enable more personalized and data-driven content, enhancing the guest experience. Additionally, advancements in customization and personalization will allow hotels to tailor digital content to individual guests, providing a more engaging and personalized experience.
- Integration with AI and IoT: AI-driven content and real-time data collection significantly enhance personalization and decision-making in hotel digital signage. AI algorithms analyze guest preferences and behaviors to deliver tailored content, such as personalized recommendations and offers. IoT devices collect real-time data on guest interactions and environmental conditions, allowing hotels to optimize their services and operations. This integration ensures that digital signage remains relevant and engaging, improving overall guest satisfaction and operational efficiency.
- Enhanced Customization: Tailored digital content based on guest preferences provides a more engaging experience in hotels. By utilizing data collected from previous stays, preferences, and interactions, hotels can display customized messages, promotions, and recommendations on digital signage. This level of personalization makes guests feel valued and understood, enhancing their overall experience. Customized content can include welcome messages, dining suggestions, or activity recommendations, all designed to resonate with individual guests, thereby increasing their engagement and loyalty.
For more insights on how digital signage can transform your hotel operations and guest experiences, Schedule a Demo today.
