Optimizing Guest Experiences With Hospitality Signage
— November 16th, 2023
The Hospitality Industry in the Digital Age
More discerning. More sophisticated. More demanding! Guests simply expect more today than they used to. The desire for travel, long restrained, has led to an insistence on safety and convenience, but above all, meaningful and immersive experiences for travellers. The acceleration of the adoption of technology in the travel industry means that guests now anticipate contactless check-in, digital amenities, and other smart features as standard. Going a step further, the“Digital Age traveler”appreciates and looks for personalized experiences, whether it's in-room preferences, tailored recommendations, or special touches that cater to their individual needs and preferences.
It's worth noting that the global hospitality market has already reached a staggering 4.7 trillion U.S. dollars and is projected to reach 5.8 trillion U.S. dollars by 2027. This remarkable growth offers a significant opportunity for hotels to enhance profitability and foster lasting loyalty among previously untapped demographics.
What, then, can distinguish one hotel from another? What can elevate guest experience? What can “surprise and delight” the modern traveler?
Let's explore the competitive edge that digital signage can offer in the hospitality industry.
Benefits of Digital Signage in Hospitality
First and foremost, digital signage helps hotels create an immersive and memorable experience for their guests. By strategically placing screens in lobbies, meeting spaces, lounges, and various other areas, hotels can captivate visitors with dynamic content that showcases their services and amenities. This enhances the atmosphere and keeps guests informed and entertained—before they even meet a staff member!
One of the most significant benefits of digital signage is its ability to engage customers and employees throughout the hotel. Whether providing information about local attractions, promoting special offers, or offering interactive maps, digital signage is a versatile, interactive communication tool. Customized displays mean seamless integration into any environment, whether a hotel spa, restaurant, conference room, or the confines of an elevator or hallway.
Furthermore, high-impact visuals and large-scale screens leave a lasting impression on guests. With multi-screen displays and dynamic, attractive graphics, hotels can ensure that their brand message is conveyed effectively. Live media walls and high-quality video playback add an element of sophistication and modernity, reinforcing the hotel's commitment to a cutting-edge guest experience.
Enhancing Information Accessibility
Friendly, knowledgeable staff who can speak from experience and connect with guests on a human level will never be replaced, but we can all agree that the quaint table in the lobby, laid out with printed brochures, is fast becoming a thing of the past!
Digital signage has shaken up comms in the hospitality sector by significantly enhancing information accessibility for guests. One prominent example of this is the implementation of the virtual concierge system, which revolutionizes the way guests obtain vital information. Through interactive screens positioned in public areas like the lobby, digital signage facilitates guests' easy access to a wealth of information. A virtual concierge is a comprehensive resource, offering insights into local attractions, businesses, and events. Additionally, it keeps guests up to date on local news and weather, adding an extra layer of convenience to their stay.
One of the most substantial benefits is the reduction in guest wait times. Rather than queuing up for information, guests can promptly engage with a virtual concierge. This not only expedites the process but also enhances guest satisfaction.
Furthermore, digital signage aids in promoting on-site amenities, products, and services. By incorporating QR codes, guests can effortlessly seize the offers advertised on screens, such as making restaurant reservations or purchasing show tickets. This streamlined approach reduces friction, fosters a seamless experience, and generates additionalrevenue.
We know that both Gen Z and Millennials show a preference for contactless services. They are more inclined to use digital and technology-driven services than traditional, in-person ones. Therefore, hotels that do not adopt digital signage and the virtual concierge system deprive their guests of easy access to essential information and miss this opportunity to enhance the guest experience for younger generations by making their stay more efficient and enjoyable.
Wayfinding and Room Information Displays.
At times, we’ve all felt overwhelmed by the expanse of certain properties, particularly when it involves arriving promptly for a meeting or securing a timely dinner reservation. In larger hotels and resorts, digital solutions can simplify navigation with branded touchpoints, ensuring guests can effortlessly find their way in unfamiliar settings. Combining directional and interactive wayfinding choices allows the system to make intelligent route adjustments based on variables such as the time of day and traffic conditions, thereby ensuring efficient guest movement throughout the property. Guests can quickly locate their rooms, amenities, or other points of interest, reducing frustration and enhancing overall satisfaction.
Personalized Guest Engagement
Personalization is a trend that extends across all industries, not just hospitality. And it shows no signs of slowing down. Digital signage plays a pivotal role in elevating personalized guest engagement within hotels—and by leveraging this technology, hotels can create tailored experiences that cater to individual preferences and needs.
Firstly, digital signage allows hotels to greet guests by name and provide personalized messages, enhancing that feeling of being seen, valued, and appreciated. Displaying guest-specific information, such as reservation details or preferred services, makes for a warm welcome.
In addition, digital signage can recommend personalized services or amenities based on a guest's profile, previous stays, or current preferences. For example, it can suggest spa treatments, dining options, or local activities. Next, guests can interact with these displays to make reservations, request services, or explore local attractions, ensuring their stay aligns with their desires. This level of interactivity not only empowers guests but also fosters a deeper connection with the hotel.
Internally, digital signage is a powerful tool for streamlining operations efficiently and effectively. One key advantage is the ability to easily manage content from anywhere using a cloud-based software platform such as Poppulo. The Harmony platform enables multiple contributors to maintain content across a network of devices and locations. Role-based access streamlines onboarding for new users, while mobile-friendly content management ensures accessibility from various devices.