The use of digital signage among major hotel venues and convention centers has expanded steadily over the past several years. This is a positive development, as Infotrends reports that digital signage can increase brand awareness by 48% and boost purchases by 30%. Over the last two decades, we have seen hotel properties maximize their digital revenue and achieve greater profits as a direct result of their digital signage strategy. Those that have done so often take a progressive approach, moving from a focus on hardware installations and upgrades to a more comprehensive consideration of systems, services, and support.

In this article, we will cover three common digital signage maturity stages and how your property can move from one stage to the next in order to realize the greatest gains.

Stage 1: Basic Strategy - The Hardware and Network

The typical first step in any digital signage strategy is to address obvious hardware issues. In stage 1, properties look to newer, compatible screens to enhance functional and visual consistency across different spaces and locations. 

Well-orchestrated, vibrant designs from high-definition wall-mounted displays, LED walls, and digital signage kiosks can improve the guest viewing experience while enhancing the overall perception and reputation of the property. Upgraded screens also require less maintenance, have more interactive features, are easy to network, and provide new opportunities for buyouts, sponsorships, and ads.

It is important to note that, although the screens are the most visible part of the digital signage system, none of that shiny new hardware will work properly without the appropriate digital and electrical infrastructure. The hotel should work closely with its digital signage provider to identify the specific power and data requirements, including the potential for additional or upgraded power and cabling runs and additional intermediate data facilities (IDFs) to house any required networking gear for the proper functioning of the signage system.

Stage 2: Intermediate Strategy - The System 

Once all screens are in place and functioning properly and the hotel has realized the limited value of basic display content, the Marketing (and Management) staff will typically want to expand the kinds of content that can be featured. When that happens, a hotel’s digital signage content management system (CMS) is the centerpiece that can make or break its strategy. 

Selecting a cloud-based CMS that allows for remote management of digital content is important at this stage. The right CMS will orchestrate large and small screen LED, LCD, and projection technologies to display preselected content in specific locations at precise times. The content displayed can differ depending on the location of the screen and it’s objective - meaning that one screen can display images while others (or even different zones on the same screen) can play videos or embed media streams. At this stage, upgrading the CMS is the secret to boosting the performance of digital screens, allowing properties to reuse and maximize their existing hardware investments while empowering their end-users to better customize their event or ad content.

In conjunction with implementing a powerful and flexible CMS, ensuring the underlying system architecture complies with modern security protocols is also important at this stage. Accordingly, the hotel should leverage HTTPS web-based control and encrypted cloud-based communications to securely monitor and manage digital signage communications and isolate them from other on-site networks.

Stage 3: Advanced Strategy - The Services 

Beyond technology and systems upgrades, any venue looking to maximize performance and increase its digital signage revenue will need to implement a digital signage service suite. In stage 3, the hotel’s focus moves beyond technology capabilities to both sales and operational considerations. As important as it is to have the right systems in place, properties without dedicated support to both inform and address the needs of their clients will struggle to fully maximize their digital signage investments. 

Many of the decisions made at this stage will impact customer relationships. As such, it is important to work with service-oriented experts to develop a comprehensive strategy that addresses your customers needs in the context of your unique brand and service offerings. From assistance with custom content creation and content management to selling digital ad space to expert guidance with space planning that maximizes engagement and is tailored to your property’s existing architecture - the right digital signage partner can unburden your team and help optimize your screens and spaces for revenue.

Consider the strategy and recent successes of Walt Disney World Swan and Dolphin Resort and Hyatt Regency Orlando.

Case Study: Walt Disney World Swan and Dolphin Resort

Ed DiAntonio, director of event management at Walt Disney World Swan and Dolphin Resort, foresaw the challenges of meeting the expanding digital communications expectations of his technology-savvy guests. With a focus on revamping the resort’s convention internet and digital signage assets and approach, Ed’s team partnered with Xpodigital to develop and implement a comprehensive digital strategy to outdistance their competitors as a large conference destination.

In addition to helping Walt Disney World Swan and Dolphin Resort dramatically improve its convention internet and update its digital signage technology and services, Xpodigital moved the resort from a stage 1 property through maturity stage 2 and into stage 3, providing a powerful CMS and full-service support for both sales and technical operations. According to Ed DiAntonio, “Xpodigital is always available, and we have 24/7 access to [Xpodigital] IT for answers or to address problems.”

“We didn't want to manage our conference internet and digital signage in-house because of the high cost of infrastructure, staffing, and benefits,” said DiAntonio. So Xpodigital worked with Ed’s team to comprehensively manage both their convention network and displays to minimize both the hardware and labor costs while maximizing revenue and performance.

Case Study: Hyatt Regency Orlando

Facing staffing constraints, Brian Comes, the general manager of Hyatt Regency Orlando, was looking for an effective means to augment his team with resources that could sell, develop, deliver and manage digital signage content for events. He knew the hotel had some valuable digital assets, and he wanted to maximize utilization and associated revenue opportunities from those assets while minimizing overhead costs.

In response, Brian’s team partnered with Xpodigital and pursued a maturity stage 3 strategy that included additional upgrades for their digital signage technology, including adding multiple high-visibility LED walls, allowing Xpodigital to fully manage their digital content, and leveraging Xpodigital’s expertise in increasing sales of their digital ad space. With a partner that is fully invested in the success of their hotel, Brian and his team are able to focus on their core business competencies while providing additional value for hotel clients and maximizing associated revenue.

Like many hotel event venues, Hyatt Regency Orlando and the Walt Disney World Swan and Dolphin Resort faced common challenges. Both stories ended in success when they chose the right full-service event technology partner to help them maximize value for their clients and opportunities for their businesses.

Create Value for Your Clients and Business with Xpodigital

Where does your venue stand along the digital signage maturity spectrum? The right partner can help you experience the full benefits of a comprehensive digital signage strategy.

For more than 20 years, major hotel brands and corporate event planners have chosen Xpodigital to help them design, install, manage and sell their convention networks and digital signage systems as a way to deliver value to their clients, optimize their investments, maximize revenue and free up valuable internal resources.