Walk into the Peppermill Resort Spa Casino in Reno, Nev., and you’ll be struck immediately by a 110-foot-wide curved Samsung LED video wall that streams up to 30 live feeds simultaneously, providing a fully immersive experience for guests.
Not only is this an immediate first “wow” moment for guests but it also has become a major attraction, drawing large crowds.
Digital screens, TVs and kiosks—even branded video walls, digital posters and curated digital art installations—are becoming more prevalent in hotels and resorts and they bring advantages to guests, staff and the venue itself.
They have multiple uses: They can be striking, such as Peppermill Resort’s, offering videos of the surrounding area—both breathtaking and informational; they can help guests check in and navigate the hotel; they work as a virtual concierge offering nearby sight-seeing advice; help with meetings and conferences; and provide menus for the restaurant.
HM Alpha Hotels and Resorts puts them in various locations, but key is the lobby, followed by the elevators—both places where people have time, said Carlene Alpert, vice president of marketing and communications for the Nashville, Tenn.-based company.
“These are moments when guests are naturally idle and more receptive to messaging,” said Mark Schaps, executive vice president and CIO of WorldVue, a video and services company in Houston, Texas.
Hotels in the HM Alpha portfolio use interactive monitors and kiosks to guide guests around the hotel; provide details about the spa and restaurant (including QR codes to download the menus so they can explore at their leisure); and also for local points of interest, dining and maps. “We don’t want them to miss anything,” Alpert said. “We also want them to know we support our community.”
They’re also great for marketing, she added. “You can almost taste the food when you see it on a screen [so they] give the hotel the opportunity to convert someone who’s not sure if they want to eat there.”
Digital signage can also offer unusual possibilities, such as showcasing local art and artists, Schaps said, adding, it shortens turnaround time for promotions, keeping them fresh. And, revenue is always important. Digital signage can be used for advertising, said Sara Grofcsik, head of sales, Samsung Electronics America, Ridgefield Park, N.J., or even to provide emergency alerts.
Another benefit is QR code-based room access, offered through The Bright Hotel Group, which also offers many other services. “Our mobile check-in and automated key issuance via digital signage at the kiosk are the most frequently used and highly rated by guests,” said CEO Deniz Dorbek Kocak. Guests can also select their rooms through the screens and make payments.
“Our goal is to deliver a seamless, guest-first journey while reducing operational friction,” Kocak said. “Digital signage helps us shorten wait times, empower guests with control and flexibility, and offer a contemporary, tech-forward brand experience.”
Placement
Beyond the lobby, elevator and restaurant/bar, digital signage is also a great addition to convention spaces, ballrooms and meeting rooms for large presentations and smaller 22-inch screens outside meeting rooms can display daily agendas, said Jake Benner, senior director of hospitality, LG Electronics USA, Englewood Cliffs, N.J.
They’re not just for indoor use, either. Outdoor-rated DVLED screens are ideal for pool areas or building exteriors, often used for special events, movie nights or marketing purposes. Some systems even let guests stream audio from selected TVs straight to their own headphones, he added, “which is helpful for creating a more personalized and immersive experience in sportsbooks, lounges or outdoor venues.”
Benner also noted that digital screens can transform a quiet corner with eye-catching displays, while Grofcsik pointed out that they can bring energy to a fitness center with music, inspirational videos and news.
Perception
At the Westin La Paloma Resort and Spa in Tucson, Ariz., a vast screen in the lobby showcases the scenery of mountains and ranges “so you get a sense of arrival,” Alpert said. The screens also feature top sporting events and renderings show a renovation happening of the meeting spaces there.
Having digital screens in a hotel goes beyond just being helpful—they’re also state-of-the-art. “They show that [a hotel is] modern and on-trend,” Alpert said. “The information is dynamic.”
Digital signage, Benner said, can “elevate the guest experience, improve communication, and create a sleek, contemporary atmosphere.”
Screens can also reinforce brand identity, according to WorldVue’s Schaps. He noted that it can make the guest experience very personalized and make the guest feel cared for, through real-time information “in a visually impactful format.”
At the Hilton Waikiki Beach Resort & Spa in Honolulu, digital screens captivate guests as soon as they arrive and reinforce the hotel’s modern, high-end atmosphere. The lobby features a Samsung display that showcases scenic visuals, branded content, excursions, nearby attractions and event promotions.
Technology Helps
Digital content is also easier to change than traditional signage, reducing the chance of information being outdated. Content can be changed centrally, Benner said, “allowing for the simultaneous updating of one screen or multiple displays from a single location.” It also allows a hotel to pivot easily and offer very timely information, he added.
Changing digital signage is also less expensive, operationally, than printing new materials, and from an environmental standpoint, “it's also a more sustainable alternative,” Schaps said.
Digital signage also opens new possibilities, such as showcasing local art, partnering with businesses for cross-promotions and using data to tailor messages based on guest profiles or time of day.
Staffing Needs
This type of technology typically is very easy to operate. In-house staff can usually manage simple setups, Benner said. “These systems are designed for ease of use, with many allowing content to be updated via tablet or mobile device through intuitive drag-and-drop interfaces, eliminating the need for remote controls or specialized training.”
Mike Tippets, vice president of marketing for digital signage company Hughes (Germantown, Md.), recommended that a person and a backup be trained to use the content management system, but noted that content can be loaded and scheduled in advance.
WorldVue handles setup and ongoing support for properties, “so hotels can focus on hospitality, not technology,” Schaps said, and for anything the hotel manages, there’s intuitive software and centralized content management.
On top of that, digital signage can also support staff training and communication, Tippets said. “Back-of-house digital signage can improve employee performance and engagement, which in turn enhances the guest experience,” he added. To influence employee performance, he suggested placing the screens in areas where employees begin their shifts.
Losing the Human Touch
Screens are a welcome sight for harried business travelers who can check-in quickly and privately and head immediately to their room but it’s important to remember that not everyone wants to interact with a screen, Alpert said. Humans are available in lobbies to check guests in and give them information, or to help them with the monitors if they prefer.
Also consider sound, which can become repetitive. “If the content loop contains audio, remember that employees will likely turn it off after hearing it many times,” Tippets said.
The most important factor to consider when implementing digital signage, he noted, is to define success. The hotel must know what it wants to achieve through them, be it a 10 percent lift in food and beverage sales or faster check-ins.
“These decisions are critical, or the screens will be another thing someone has to manage,” he said. “Understanding the objectives allows you to create content and build schedules to achieve the goals.”
Flexibility, ease of integration, and scalability should all be considered, Schaps noted, adding, “And most importantly, choose a solution that empowers your team without adding unnecessary complexity. The right platform should enhance your brand, not burden your staff.”
This article was originally published in the July/August edition of Hotel Management magazine. Subscribe here.