From the moment guests step into a hotel, they seek more than just a comfortable stay; they want an easy, memorable experience that caters to their needs. As hotels strive to meet consumers’ evolving demands, the latest technologies become essential.
What is digital signage?
Digital signage is the most appropriate digital business solution for use at the front desk, lobby, conference rooms, elevators, and hotel rooms. It refers to dynamic, electronically controlled displays that convey information, messages, or visuals. Once used predominantly in advertising, digital signage has transcended its traditional role.
The key distinction that sets digital signage apart from traditional static signage is its ability to adapt, change, and engage in real time. According to the 2022 Hotelier Technology Sentiment Report, over 75% of hoteliers agree that digital signage positively impacts the guest experience.
Additionally, guests are 30% more likely to engage with interactive content than traditional static displays. This engagement translates into higher guest satisfaction and an increased likelihood of returning visits.
The significance of digital signage in modern hotels
In the context of hotels, digital signage encompasses a wide array of interactive displays, video walls, touchscreens, and kiosks strategically placed throughout the property, creating a more pleasing, immersive, and personalised guest journey.
According to a report by Grand View Research, the global digital signage market size expects to reach USD 31.7 billion by 2025, with the hospitality sector as a major contributor to this growth.
Indeed, the adoption of digital signage in hotels has seen a notable uptick, driven by its ability to engage guests, improve operational efficiency, and create memorable moments.
. Check-in and concierge services - welcome guests with large digital screens to guide them through the check-in process.
. Intuitive wayfinding and navigation solutions - guide guests to their rooms, meeting venues, restaurants, and other amenities.
Hilton Hotels has successfully implemented digital kiosks that expedite check-ins and allow guests to customise their stay preferences in real-time. Marriott International uses interactive maps within its properties, enhancing the overall guest experience by reducing confusion and wait times.
Tapping into guest data and AI, hotels can display tailored recommendations on digital screens and communicate effectively with their guests at various touchpoints throughout the property.
. Personalised recommendations - help guests find nearby restaurants for particular dietary needs like vegetarian or gluten-free.
. Up-to-date information - keeps guests informed about events, schedules, directions, and emergency procedures.
. Branding and atmosphere - can be communicated through visuals, thematic designs, and branded content, setting the tone for a unique guest experience.
. Wayfinding and navigation - provide interactive maps, floor plans, and directions to guide guests effortlessly to their destinations.
. Promotions for hotel amenities or special offers - can be easily seen and accessed by guests. Strategically placed signage improves upselling services such as spa treatments or dining experiences.
The Cosmopolitan of Las Vegas features an iconic digital marquee that displays promotions and interacts with pedestrians through social media and user-generated content. The blend of technology and branding adds an element of entertainment, making the property stand out in a crowded market.
Elevating in-room experience
In the era of modern hospitality, providing guests with a remarkable in-room experience goes beyond traditional comfort and convenience.
Hotels now equip guest rooms with interactive digital displays that cater to personal needs and preferences, transforming static rooms into dynamic spaces of exploration and connectivity.
. Concierge services - let guests access a virtual concierge for help with reservations, recommendations, and service requests, ensuring prompt and personalized assistance.
. Local information such as local lore and insights, maps, and attractions let guests curate their itineraries and explore the surrounding area with ease.
The Marriott International's M Beta Hotel in Charlotte, North Carolina, exemplifies the in-room digital experience. Equipped with a ‘Beta Button’, guests can test new technologies and features, such as voice-activated controls, smart mirrors, and interactive artwork. Beta Hotel essentially transforms guest rooms into experiential laboratories and offers a glimpse into the future of hospitality.
Promoting hotel events and conferences
Digital signage is a great tool to promote hotel events and conferences because the displays can be placed strategically to capture attention using eye-catching visuals and real-time updates.
Event attendees receive prompt notifications about event schedules, changes, and important announcements so they stay informed and engaged throughout the event.
Beyond functional updates, digital signage allows organisers to infuse the event space with immersive visuals that resonate with the ‘essence’ of the event.
The Ritz-Carlton in New York City employed digital signage to transform the experience of a corporate conference. Interactive screens showcased real-time updates on session schedules, speaker bios, and networking opportunities so attendees could easily navigate the event's offerings for a better overall experience.
Enhancing dining experiences
Digital signage proves to be an invaluable tool for hotel restaurants to promote unique culinary events and immersive dining occasions.
Digital menus, advanced ordering systems, and captivating displays offer a multi-sensory encounter that transcends traditional dining norms.
Comprehensive nutritional data, allergen details, and dietary recommendations help ensure dining options cater to individual dietary preferences.
. Digital menus - streamline ordering and are practical and functional.
. High-definition imagery - can showcase specials, stimulate the appetite, and guide culinary choices.
. Real-time accessibility - ensures guests can explore menu options at their own pace.
. Nutritional information - promotes informed choices and a more inclusive and considerate dining experience.
The renowned Waterfront Resort & Spa introduced digital menus throughout its dining establishments. Patrons could navigate through the dishes with detailed descriptions and high-resolution images. The resort also harnessed digital signage to generate excitement about its annual seafood festival, offering glimpses of specials and sharing insights about the guest chefs.
Art, ambiance, and aesthetics
In the contemporary hospitality landscape, ambiance extends from the physical into the digital realms, and digital signage emerges as a catalyst for transforming spaces into immersive works of art.
These digital art canvases breathe life into spaces through captivating visuals that mirror the hotel's identity and mood for a more enchanting ambiance.
The versatility of digital signage extends to thematic expression by enabling hotels to communicate their distinctive style and narrative through compelling visuals.
Large-scale video walls and interactive installations redefine spatial engagement by elevating the senses and encouraging active participation in the guest experience.
. Digital art installations - align with the hotel's theme so guests can embark on an experiential journey deeply immersed in the surroundings.
. Blending digital art with architecture - fosters a unique fusion that enriches the guest experience.
The Luxe Oasis Hotel uses digital signage to infuse its spaces with nature. Envisioned as an extension of the lush surroundings, the hotel incorporated large-scale video walls of vibrant sunsets and tranquil forest scenes. This harmonious blend between the natural and digital worlds was a testament to the hotel's commitment to creating an immersive haven for its guests.
Real-time information and updates
The integration of digital signage as a conduit for providing up-to-the-minute details has become a pivotal aspect of improving the guest experience.
Timely and relevant content keeps guests informed and bridges the communication divide between staff and visitors.
. Dynamic displays - offer guests a glimpse of current weather conditions, helping them plan their activities and make informed decisions.
. Real-time feeds - give insights into local events, exhibitions, concerts, and festivals, fostering engagement with the destination.
. Interactive tools - facilitate exploration and provide a comprehensive overview of transportation choices and maps.
. Displays with language options - cater to a diverse, global audience and international travelers.
The Riverview Grand Hotel employs digital signage as a real-time information powerhouse, showing the weather, upcoming events, and real-time traffic for nearby attractions. Digital concierge kiosks are stationed strategically across the premises for increased convenience. The touch-enabled displays provide directions, interactive maps, and recommendations for nearby dining and entertainment options.
Analytics and data-driven insights
Digital signage is not just a visual canvas, it's also a platform that discreetly observes, tracks, and compiles guest interactions. Data and analytics allow hotels to create a tailored experience that resonates with each guest.
. Engagement metrics - provide invaluable insights into guest preferences via touch interactions, dwell time, and clicks on displays.
. Content analyses - help hotels tailor their content offerings based on popularity and guest interests.
. Personalisation - matches guests with recommendations for dining, activities, and local experiences based on demographics and other variables.
. Eye-tracking and interaction pattern data - let hotels strategically position digital displays for maximum impact.
. Real-time adaptation to fresh and evolving content means guests receive the most relevant information.
The Starlight Resort effectively harnesses data-driven insights from its digital signage network. Through advanced analytics, the resort identifies peak engagement hours and tailors content accordingly. By tracking guest interactions, the resort discovered a penchant for fitness-related content among morning visitors and shifted its display focus accordingly. This resulted in increased guest engagement and participation in the resort's wellness programs.
Overcoming challenges
While the rewards of digital signage are substantial, it's essential to address potential challenges head-on to maximise the benefits of this transformative tool and ensure success.
. Technical glitches, network issues, and software malfunctions can disrupt systems.
. Content consistency means creating fresh, relevant, and engaging content, which can be demanding without effective content management strategies.
. Regular maintenance and updates are crucial to prevent downtime and ensure optimal performance.
Implementation
Digital signage, while powerful, requires a strategic approach to overcome its associated hurdles. Successful implementation hinges on thoughtful planning and execution.
. Invest in training to equip staff with the necessary skills to troubleshoot minor issues to minimise disruptions and downtime.
. Employ a content management system to simplify scheduling and updating content.
.Remote monitoring allows swift identification and resolution of technical glitches.
The iconic Marina Bay Sands in Singapore embraced digital signage to inform guests about the diverse array of activities within the resort. They effectively managed content by integrating social media feeds, ensuring real-time engagement.
The Grand Lodge mountain resort incorporated digital signage to enhance guest experiences during the ski season. They tackled challenges through proactive maintenance and regular content updates, boosting guest satisfaction.
Conclusion
From showcasing services to engaging guests in immersive storytelling, digital displays offer interactivity, personalisation, and connectivity. Digital signage changes how guests interact with the environment; improves customer satisfaction and retention; eases stress on general operations; increases revenues; and provides key data and insights for strategic planning.
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