In the hospitality industry, hotels are constantly seeking ways to enhance the guest experience while simultaneously driving revenue. One effective method that accomplishes these goals is with commercial signage displays. These high-quality digital screens can be placed throughout the hotel, from lobbies to elevators, and can deliver dynamic content. These displays are valuable hospitality technology products, as they not only serve as a tool for internal hotel promotions, but also as a gateway to highlight local attractions, including dining and entertainment options. This dual functionality makes them powerful for both marketing hotel services and connecting guests with the local community.
1. Enhancing Marketing of Hotel Services
A. Promoting On-Site Amenities
The first and most immediate use of commercial signage displays in hotels is for promoting the hotel’s own services. Most hotels offer a range of amenities, i.e.: spas, restaurants, bars, gyms, pools, and event spaces, that are either underutilized by guests or completely overlooked. By using digital displays, the hotel can rotate high-quality images and videos that highlight these offerings in an engaging, visually compelling manner.
For instance, a hotel spa may run a promotion for a 20% discount on services during a quiet weekday afternoon. A digital signage display placed in the lobby or near the elevators can easily catch the attention of guests. Similarly, a restaurant within the hotel can use the screens to display seasonal menu items or daily specials.
This dynamic content is much more effective than static signage, as it can change frequently and adapt based on time of day, current promotions, or even the specific type of guest staying in the hotel (business travelers, vacationers, families, etc.).
B. Upselling Premium Services
In addition to basic amenities, hotels often have premium offerings, such as private cabanas by the pool, upgraded room service options, or personalized concierge services, that aren’t immediately obvious to guests. Digital signage displays can be used to effectively upsell these services by highlighting their benefits in an eye-catching format.
For example, a guest may not know that the hotel offers a luxury chauffeur service to take them around town, but seeing a high-definition video of the experience on a screen near the concierge desk could prompt them to make an inquiry.
C. Cross-Promotion with Hotel Partners
Many hotels have partnerships with other businesses, such as tour operators, transportation services, or event organizers. Commercial signage displays offer a great platform for cross-promotion, driving business not only to the hotel but also to its partners. By showcasing these partnerships on the displays, hotels can strengthen their ties to local businesses while offering their guests unique experiences they might not find on their own.
2. Promoting Local Food and Entertainment Options
A. Showcasing Local Dining Experiences
Guests often seek recommendations for local dining options, especially if they want to explore the culinary scene beyond the hotel’s own restaurant. Commercial signage displays can be programmed to showcase local eateries, from fine dining establishments to hidden gems in the area. Digital signage can integrate with maps to show the location of nearby restaurants, include photos or video walkthroughs of the dining experience, and even provide menus or QR codes to make reservations directly.
Some hotels take this further by forming partnerships with local restaurants, offering special deals or discounts to guests. For example, a display could highlight a farm-to-table restaurant down the street, offering 10% off for hotel guests who show their room key.
B. Promoting Local Events and Attractions
In addition to dining, many hotel guests are interested in experiencing the local culture through entertainment and attractions. Whether it’s live music at a local bar, a food festival, or an art exhibit, digital signage can serve as a real-time event guide. Hotels can sync their signage content with local event calendars or partner with local venues to promote these activities directly to their guests.
The advantage of digital displays over traditional brochures or pamphlets is the ability to provide up-to-the-minute updates. If a concert gets rescheduled or a local theater has last-minute tickets available, the signage can reflect that in real-time, helping guests make spontaneous decisions during their stay.
C. Integrating with Social Media and Reviews
Many hotels are now integrating their signage displays with social media feeds and online review platforms, such as TripAdvisor or Yelp. By pulling in positive reviews from nearby restaurants or venues, digital displays can offer social proof of quality, helping guests feel more confident in their choices.
For instance, a display might feature a highly rated sushi restaurant nearby, complete with recent guest reviews or even photos from Instagram. This integration helps humanize the recommendations, making them more trustworthy and appealing to the guests.
3. Enhancing the Overall Guest Experience
A. Personalization of Content
One of the key advantages of modern digital signage is its ability to personalize content. Some hotels are now experimenting with technology that allows digital screens to tailor their messaging based on the guest’s preferences or the profile of their stay. For instance, if a family is visiting, the screens may prioritize family-friendly attractions or restaurants in the area. For a business traveler, the focus might shift to quick lunch spots and after-hours entertainment close to the hotel.
B. Multilingual Support
For hotels in tourist-heavy destinations, language can be a barrier. Digital signage can provide information in multiple languages, ensuring that all guests, regardless of where they are from, can navigate both the hotel and the local area more easily. Whether through text or voice, multilingual support significantly improves the accessibility of both hotel services and local recommendations.
C. Creating a Sense of Place
Finally, hotels can use these digital displays to create a stronger connection between the hotel and its surrounding community. For instance, instead of just advertising amenities or local restaurants, the signage can also provide cultural context—perhaps sharing brief histories of the neighborhood or showcasing local artists’ work. This not only promotes local culture but also enhances the guest’s sense of immersion in the destination, making the overall hotel stay more memorable.
Conclusion
Commercial signage displays in hotels are much more than just decorative screens. They are an essential part of a comprehensive marketing strategy that benefits both the hotel and its guests. By using digital displays to promote in-house amenities, upsell premium services, and highlight local food and entertainment options, hotels can provide guests with relevant, timely information that enhances their stay while boosting the hotel’s bottom line.
Moreover, the interactive and customizable nature of these displays offers an engaging way to connect guests with the surrounding community. It makes their stay more immersive and enjoyable. As technology advances, the role of commercial signage in hotels will likely expand, further blurring the lines between hospitality, local culture, and personalized guest experiences.
