As digital signage becomes an integral technology in the hospitality industry, business owners are challenged with ways in which to utilize the investment to its fullest potential. The opportunities for hotel digital signage displays are limitless and Visual Communications can be integrated throughout the building, in a variety of ways.
Deploying the Technology:
The prospects for digital signage in hotels expands beyond the lobby. It can be used in meeting rooms for corporate presentations, for hotel check out time signs or displayed in the elevator for wayfinding. Digital signage in hotels can also be employed for BOH (back-of-house) and internal communications or as a kiosk for guests to check-in.
Once a facility has worked out exactly where and how they will place their Visual Communications, they can then move on to deciding exactly what to display. The following are seven ideas for hotel digital signage displays:
One of the primary functions of hotel digital signage displays is to guide guests. Visual Communications can be used to inform guests of everything they need to know about the hotel. This can include information like:
- Hotel amenities: location and hours
- Hotel Check-in/Hotel Check-out time signs
- Conference room schedule
- Hotel specials and deals
- Flight information
These types of displays can also be used to cross-sell by directing guests to other areas of the hotel that will increase revenue.
Perhaps the most necessary of all information to display, digital signage in hotels should always be used for navigation and easy wayfinding. The number one question guests have for the front desk is usually how to get somewhere. Assigning displays that are solely committed to helping people navigate improves the guest experience.
Wayfinding can be either static or interactive and can include features like maps, QR codes and even SMS texts for continued assistance. These types of digital signage displays are usually strategically placed throughout the property to optimize their convenience. This includes the lobby, elevators and any revenue-generating parts of the hotel, like bars and casinos.
Readerboards are usually located behind the front desk and display general information that is important for guests. Data typically shown on these boards includes:
- Local events and announcements
- Flight information
- Regional and national news
- Key reminders; i.e., "carry an umbrella!"
- Hotel check out time signs
The intent of readerboards is to provide an additional level of service that the front desk staff may not be able to provide. For example, key reminders can be triggered by the weather and feed directly into the display, whereas a staff member may not even know it's raining.
4. Virtual Concierge:
Hotel digital signage displays in hotels can be a means for guests to connect to the local community via a virtual concierge. Always up-to-date with real-time information, these types of displays are particularly useful.
Virtual concierge kiosks can update guests on anything a live person might, like events, news and local happenings, and even help direct them to their destination.
Without harming the guest experience, hotel digital signage displays can also be used to advertise and generate additional income. Guests may not even notice because it can be done while offering them discounts on local businesses and vendors. Plus, by only offering your preferred local partners advertising opportunities, you can help guide your guests to establishments that you trust.
It's a win-win situation because the guest gets a discount, the hotel generates revenue and the local establishment sees an increase in business.
6. Customized Messaging:
"Welcome Class of 1997!!" is just one example of how hotel digital signage displays can be used for customized messaging. There is power in personalization and many hotels use Visual Communications to address specific groups or large amounts of guests that are staying at the hotel together. Not only does this show appreciation for the group, it enhances their guest experience with an extra added detail.
Specific messages for conference guests can save the front desk from being inundated by the same questions relating to the event. It can streamline processes and prevent bottlenecks from happening. If agendas shift in an event, signage can display the updated information immediately to help avoid confusion.
7. Frequently Asked Questions:
Hotel digital signage displays are a great way to present the most commonly asked questions by guests, and answer them before they have time to ask the staff. This can include everything from pet policies to breakfast schedules to hotel check out time signs. Posting this type of content in a question and answer format ensures that at least some of the guests will be helped prior to engaging a staff member.
The deployment and placement of hotel signage is one challenge but the content displayed is what truly contributes to a positive guest experience. Digital signage in hotels is all about following a few common themes:
As long as the content on a digital hotel sign is meeting one of these functions, there's a good chance it will improve the overall guest experience and really add to the company's bottom line.