In our modern times, it is used more extensively with an understanding of the advantages and specific locations for installation. How can Digital Signage actually increase hotel business revenues? Let’s start from the beginning.

What is Digital Signage?

Digital signage is a technology for displaying content on digital screens at points of sale. The primary purpose of using this technology is to attract attention to the brand, inform, and advertise products and services. The content can be anything from images and photos to videos, interactive scenarios, and animations.

Digital signage systems typically consist of the following elements:

– Digital screens: LED screens, LCD monitors, projectors, etc.

– Digital screen player: devices for playing multimedia content.

– CMS: content management software that allows scheduling, placing, and updating screen content.

– Content: video, images, audio, text, and other formats.

Why is it needed in the hotel business?

Growing competition and increasing customer expectations force the hotel business to constantly seek new innovative solutions to stand out favorably from competitors and become more attractive to guests. In such conditions, digital signage is an excellent option. Among other things, the technology helps to improve service quality, enhance the hotel’s image, and increase revenue. But let’s take it step by step.

Digital signage helps create dynamic digital advertising that attracts attention and makes the guests’ stay more enjoyable. Using digital screen software, hotels can easily change the information on the screens, while the digital screen player ensures seamless content playback.


Usage options for digital signage in hotels and inns

1. Lobby and reception

The hotel lobby is where first impressions are made. Bright and attractive screens with useful content help make it a positive one. For example, displays can inform guests about available hotel services, special offers, nearby attractions, events, and much more.

2. Interactive navigation

In the complex layouts of hotels, it can be challenging to find the right room or service. Simplifying the search for locations and ensuring confidence in an unfamiliar space is provided by navigation with digital screens. Interactive displays conveniently map out the shortest routes to selected points, while digital signposts guide guests throughout the hotel premises.

3. Personalized approach

Screens with built-in cameras or external players for Digital Signage can collect anonymized data about the audience. Using this information, the digital signage system targets content to specific groups of guests based on various characteristics: gender, hair color, age, presence of accessories, etc. For instance, beauty salon ads can be shown only to women, while barbershop ads can be shown to men. Such personalized content attracts more attention and better promotes hotel services.

4. In-room services

Allow guests to order services not only directly to the room but also from the room thanks to the integration of the Digital Signage system in hotel rooms. For example, these could be tablets or touch displays installed in the rooms. With their help, guests can independently explore the list of available services, events, and entertainment, read additional information about them, and then book or purchase the desired option immediately. This approach not only enhances guest comfort but also saves staff time to address other important tasks.

5. Reviews and feedback

Interactive forms on touch screens make it convenient to collect feedback from guests. It is easier for guests to share their impressions while they are still fresh. Therefore, collecting feedback directly in the hotel allows for quicker receipt of necessary information. This helps in monitoring guest satisfaction levels, promptly addressing emerging issues, and improving service quality.

By using a Content Management System to manage digital signage, hotels can efficiently plan, place, and update content on advertising screens. The digital signage player ensures seamless content broadcasting, making the system an indispensable tool for enhancing the guest experience and increasing revenue.

Earnings from Digital signage

Digital Signage is not the cheapest investment. However, the return on investment makes it attractive for any business. Moreover, with digital signage, you can earn additional income, not just increase sales of your own services.

For example, the hotel business can earn from digital signage by broadcasting content from third-party advertisers. This is usually done in two ways: direct sales or programmatic auction. In the first case, the screen owner (hotel complex) sells airtime on their displays directly to advertisers (local shops, salons, services, etc.). In the second, advertising slots are sold through a public platform where numerous advertisers compete for the digital screen space, and the system independently selects the necessary content for broadcasting.

Each of these options has its pros and cons, but one thing is certain: selling airtime helps offset the costs of installing and maintaining the screens, as well as bringing additional profit to hotels.

Software for digital signage

To avoid headaches in the future, it is necessary to ensure that the right platform for content and device management is chosen. It is with the help of Digital signage software that the content of displays in various formats is created and updated.

Good software provides the following features:

– Uploading, editing, and managing multimedia content remotely and centrally

– Monitoring connected displays

– Creating dynamic content

– Targeting specific groups

– Managing content elements for touch screens

– Collecting and analyzing data on guest behavior, their interaction with content, and the effectiveness of advertising campaigns

– Integrations with hotel management systems, booking systems, and other services

– Scalability and data security

It is important to pay attention to the choice of Digital Signage software to ensure that it is reliable and user-friendly. Freeware is also available, which can be useful for businesses with a limited budget, but its functionality and capabilities should be carefully evaluated.

Data collection and use in digital signage

While data collection on the internet is straightforward and easily accessible, it has been somewhat more complicated for Digital signage (technology for presenting information via digital screens) for a long time. Companies found it quite difficult to collect data on digital signage. For example, how could business owners know how many people saw their content? Which creatives were the most attractive? Who is their target audience? How effective are the messages broadcasted on the screens?

However, with the advancement of technology, this complexity has disappeared, and now analytics in Digital Signage is on par with the capabilities of online advertising analytics. Today, there are numerous options for collecting data on consumer activity and behavior: using cameras, sensors, and other detectors, as well as integrations with third-party systems.

Using the collected information, companies can make informed decisions, improve and optimize content, enhance their marketing strategies, and turn viewers into loyal customers.

It is important to note that the collected data is anonymized, personal identifiers are not stored, and photos and videos are not sent from the devices.

With Digital Signage, the following data can be collected:

1. Customer characteristics

Cameras can collect demographic data about customers, such as gender and age range, as well as other consumer characteristics: behavior, body language, gestures. Based on this information, it is easy to create profiles of the target audience.

2. Customer interests

Sensors can also gather information about the audience’s interests. For example, by determining the position of a person’s head while viewing a message, it is possible to understand where buyers are looking and what attracts their attention the most. This way, you can find out which content ensures high engagement from viewers.

3. Customer behavior

Sensors in digital displays can also determine people’s reactions to broadcasted content, account for how long they stay and look at the screen, and create their profile as they move through the store. This information helps understand which messages, in which locations, attract the most attention, which products and goods are most interesting to customers, and so on.

How data is collected in digital signage systems:

1. Sensors and cameras

One of the main methods of data collection in digital signage is the use of sensors and cameras. Motion and presence sensors allow tracking activity in the area where advertising screens are placed. They respond to visitor movement by triggering the appropriate content on the screens, recording traffic volume, time spent in front of the screen, and other parameters. Cameras equipped with computer vision technology can analyze visitor profiles, determining their age, gender, and mood. Such data is used for personalizing and adapting content to the audience’s interests.

2. Integration with point of sale (POS) systems

Integration with POS allows tracking sales, identifying the most popular products, and adapting content to current customer preferences. Additionally, the information obtained helps businesses improve marketing strategies and inventory management.

3. Wi-Fi and NFC

Wireless communication technologies, such as Wi-Fi and NFC, provide the ability to collect real-time data on customer movements. Analyzing this data helps optimize screen placement and create targeted content to stimulate customer activity.

4. Touch screens and interactive elements

Data collection through touch mechanics not only provides a unique opportunity for audience interaction but also allows obtaining valuable information through click analysis, time spent on the screen, and pages opened by users. Ultimately, interactive screens make it easy to conduct surveys by displaying relevant forms on the screen and collecting customer opinions and feedback directly at points of sale.

Digital systems allow collecting vast amounts of data, helping businesses make informed decisions and interact more effectively with customers. Using digital signage software, companies can improve content and enhance their marketing strategies based on real data and analytics.

Every modern hotel business already understands that Digital Signage takes guest interaction to an entirely new level. From creating a pleasant first impression to personalized recommendations, digital screens offer various opportunities to enhance guest comfort while also being a source of revenue and additional income. It’s important to keep in mind that effective management of Digital Signage requires constant monitoring and strategy optimization to maximize benefits for both the business and guests; but believe me, it’s worth it.

Advision — Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!