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flevyblog
The Flevy Blog covers Business Strategies, Business Theories, & Business Stories.
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Editor's Note: Take a look at our featured best practice, Hotel Development Financial Model (Excel workbook). Financial model presenting a development scenario for a Hotel. The main purpose of the model is to enable users to get into details of every step of a hotel project from the construction stage, to operating analysis, projection of cash flows and a potential future sale. The model includes [read more]
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Imagine transforming every screen in your hotel into a silent salesperson that works 24/7 promoting your spa, upselling room upgrades, and increasing restaurant reservations, all without adding to your staff workload.
This is the new reality with digital signage for hotels.
As the hospitality industry evolves, hotels are looking beyond traditional marketing tactics. In-stay guest engagement is now seen as one of the most powerful ways to increase revenue. With guests already on the property, the opportunity to upsell is immediate and highly effective and digital signage makes it easier than ever to do it strategically and at scale.
Let’s explore how smart displays are helping hotels market smarter, sell more, and enhance the guest experience in the process.
Digital signage has traditionally been used for functional communication wayfinding, check-in times, or event schedules. But hotels are beginning to see its potential as a revenue tool.
Your guests are already moving through the property standing in lobbies, waiting for elevators, or relaxing in their rooms. Every one of those moments is an opportunity to introduce an offer, suggest an upgrade, or inspire a purchase. Unlike print materials or static signage, digital displays naturally draw the eye with movement, color, and changing content.
With a strong content strategy and digital signage software, hotels can display different promotions at different times and places. Breakfast specials in the morning, spa packages in the afternoon, and happy hour promotions by evening. The right offer, served at the right time, can dramatically increase conversion rates.
Staff may be too busy to upsell consistently, but digital signage never forgets. It keeps marketing messages in front of guests without disrupting service or adding labor costs. It also ensures branding and messaging remain on point across all screens.
Strategic screen placement is key to using digital signage as an upselling tool. Here are the most impactful locations.
The lobby is where guests form their first impression. High-resolution digital screens can greet them with personalized messages and promote services like late checkout, guided tours, or seasonal promotions. QR codes can link to booking forms, mobile menus, or your hotel app to drive action right away.
Guests often have short periods of idle time in elevators or walking through corridors. Digital signage placed in these areas can showcase room upgrades, spa openings, or happy hour reminders. These displays work best with bold headlines, short copy, and engaging visuals that prompt guests to take mental note or scan a code.
In-room marketing has huge potential. Smart TVs or interactive displays can highlight room service bundles, exclusive spa treatments, or restaurant reservation availability. Because the guest is in a relaxed and private environment, they’re more open to engaging with the content and making a decision.
Hotels can use digital signage to upsell a wide variety of services and experiences. Here are some of the most effective:
Each of these can be paired with time-based scheduling and location-based placement for maximum impact.
The next era of digital signage for hotels goes beyond simply displaying promotions. Smart signage systems are now capable of tailoring content to specific guest profiles or segments.
Business travelers might be more interested in dry cleaning services or meeting room availability, while families may respond to child-friendly amenities and dining discounts. The more tailored the messaging, the more likely it is to convert.
Advanced digital signage software can sync with your hotel’s property management system to deliver hyper-relevant content. Imagine a returning guest being welcomed by name on the lobby display or a loyalty member being shown exclusive perks. Personalized marketing builds trust and encourages deeper brand engagement.
To make the most of your digital signage investment, it’s essential to work with a provider who understands hospitality environments.
When evaluating digital signage software and hardware, look for:
Not all digital signage companies are created equal. Hotels should work with a partner that offers full-service solutions from consultation and custom content creation to hardware installation and support. An experienced provider will understand how to blend aesthetics, guest flow, and marketing goals into an effective signage strategy.
Hotel marketing doesn’t stop at the booking confirmation. In fact, some of the most valuable touchpoints happen during the stay itself when guests are relaxed, engaged, and open to new experiences.
Digital signage for hotels turns common areas, guest rooms, and service points into strategic marketing channels. It works around the clock, consistently promoting your most profitable services in real time, without disrupting your staff.
As the hospitality industry continues to embrace smart technology, hotels that use digital signage to upsell, inform, and inspire will not only boost their bottom line they will deliver a more personalized, modern guest experience that sets them apart.
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