The Modern Hotelier: How Digital Signage Can Drive Revenue & Generate ROI for Hotels
Hotels and event venues are constantly seeking innovative ways to enhance their guest and conference attendee experiences, increase operational efficiency, and boost revenue. One technology that's making significant waves in this arena is digital signage. From massive LED walls to interactive touchscreens, these dynamic displays are transforming how hotels and venues communicate with, and support, guests and attendees.
Steve Carran from The Modern Hotelier met with Michael Parisse of HSMS and Rich O’Brien of Xpodigital during the recent HITEC conference in Charlotte. Their discussion centered around how large-format LED displays and digital signage investments are helping hotels and event spaces increase revenue and transform guest experiences.
The interview also included discussion around:
The evolution of digital signage in hotels and event spaces
How will large-format LED walls impact guest experience
The challenges in implementing and maintaining digital signage
ROI considerations for hotels investing in digital displays
Using digital signage to promote hotel amenities and increase sales
The importance of content management and best practices
What are the future trends in hospitality technology and digital displays
Here as well is a quick summary of the questions and answers:
What types of digital investments are hotels making to enhance the attendee experience?
"We're seeing folks that are looking to do large format LEDs in convention spaces, meeting room screens, touch screens,” said Rich O’Brien. These digital displays offer a significant upgrade from traditional static signage, providing a more dynamic and impactful way to communicate with guests and event attendees.
How can digital signage enhance the attendee experience?
Two ways digital signage enhances the attendee experience is through personalization and real-time updates. O'Brien adds, "You're having the right message for the right time for the right guests that are coming into space... pulling in that meeting room information, the wayfinding and helping folks get around the properties." Michael Paresi from HSMS explains that during site tours, "We can actually text a phone number and put a message on [the screen] to welcome you as we're walking through and selling you on the event space."
This level of customization allows hotels to provide timely, relevant information to guests, improving their overall experience and navigation of the property.
What challenges do hotels face when implementing digital signage?
Like any technology, implementing digital signage can come with some basic challenges:
Installation logistics: Ensuring proper power, data, and structural support for large displays.
Durability concerns: Protecting screens in high-traffic areas where they may be touched or accidentally bumped.
Content management: Creating and scheduling appropriate, high-quality content for displays.
As a full-service provider, Xpodigital solves all of these challenges for properties. In terms of logistics, O'Brien explains: "We're able to provide all the design specs, architectural and electrical drawings to make sure that [the signage] gets installed the way it needs to be installed."
How can hotels generate revenue from digital signage?
Hotels can generate additional revenue from digital signage in at least two ways:
Event-specific advertising: Selling display space to conference organizers or sponsors.
Hotel promotions: Advertising on-site restaurants, activities, and amenities during non-event periods.
Properties have the ability to dynamically change what is shown on each of their signs and to coordinate signage across the property. This flexibility allows hotels to maximize the use of their digital assets, seeing returns even when event spaces aren't occupied. O'Brien emphasizes the versatility of digital signage: "We could change sponsorship, messaging, images on a scheduled basis…[this way] you're giving versatility to your events coming in.”
How important is content quality for digital signage?
Content quality is crucial for maximizing the impact of digital signage. O'Brien stresses this point: "If I don't have the right content creator or the right pictures on the screen, it's not going to look as great as it can." To address this, Xpodigital offers content creation and management services, ensuring that the messaging is appropriate, impactful, and aligned with best practices.
What does the future hold for digital signage in hospitality?
As technology continues to evolve, we can expect to see even more innovative applications of digital signage in the hospitality industry. From AI-driven personalization to augmented reality integrations, the possibilities are vast.
For hotel managers and event planners considering investing in digital signage, the key is to partner with experienced providers who can offer end-to-end solutions, from hardware installation to content management. By doing so, you can create memorable experiences for guests, streamline operations, and unlock new revenue streams.
Bottom Line
In an industry where first impressions and guest satisfaction are paramount, digital signage offers a powerful tool for hotels and event planners to stand out from the competition and meet the evolving expectations of modern travelers and event attendees.
