InfoComm 2018 is slated to be one of the biggest shows this year for AV integrators. Along with our own developments from the Mvix team, there will be plenty of new tech to see at this year’s show.
Digital signage continually increases in popularity year after year. Unlike static signs, video walls allow for a broader range of features.
It’s easy to think of video walls as an extension of digital signage as a concept. A video wall combines multiple television screens, video projectors or computer monitors to form one large-sized screen or image.
Hotel guests are thirsty for information, both about the hotel and the local area. If this information isn’t delivered as quickly as possible, it can make for a frustrating experience. That’s where digital signage technology comes in. What’s important is the content displayed on the hotel digital signage.
Today’s travelers are comfortable with technology — they expect it. Digital signage has become part of the hotel experience from check-in to check-out. Not only does it modernize the interior of the hotel, but it also delivers useful information in a way that is visual and engaging.
But the key to success is keeping content for hotel digital signage concise, relevant and easily accessible. Here are eight digital signage content integrations every hotel needs.
1. Digital Concierge
As technology changes, we are moving away from human concierges to digital concierge stations. Did you know that 55 percent of consumers would be more likely to visit a hotel that featured a self-check-in/out kiosk? These digital concierge stations allow guests to bypass the frustration of long lines and immediately retrieve room keys so they can get to their rooms and relax.
But that’s not the only function these self-check-in kiosks provide. Interactive touch screens can be used to perform a variety of functions, including:
- Flight check-in
- Printing boarding passes
- Purchasing tickets to nearby attractions
- Making reservations at restaurants in (or outside of) the hotel
- Monitor weather conditions
- Check the rate of exchange on currency
- Interface with maps of the hotel and local area
This not only streamlines the process for guests but also frees up hotel staff to deal with visitors on a more personal level.
2. In-Lobby Signage
Welcome messages are perfect content for hotel digital signage, especially during conferences or other gatherings. Personalized messages can be crafted for event attendees — the class of 1985, for example. Customized messaging not only shows your appreciation but also enhances the experience for guests.
News tickers and media RSS feeds are also great in-lobby content for hotel digital signage. This information makes time in the lobby, whether waiting or relaxing, pass more enjoyably. Plus, it helps visitors stay up to date on the latest local and world news.
3. Social Media and User-Generated Content
According to Nielsen, the recommendations of family and friends are more trusted by consumers than any other type of advertising. This makes social media, online reviews and other user-generated content essential (and affordable) content for hotel digital signage.
Let incoming visitors know they’re in for a treat by highlighting the past and real-time experiences of your guests. Feature online reviews from Facebook or Yelp! Broadcast a live Twitter feed of a big conference your venue is hosting. Issue branded hashtags so guests can tag Instagram photos by the pool or in the hotel restaurant.
These client testimonials provide a free source of relevant content for hotel digital signage that will increase brand awareness and resonate with your guests. Besides, featuring user-generated content builds a more personal relationship with visitors.
4. Wayfinding Information
Featuring static or interactive content for hotel digital signage in strategic areas of the hotel can:
- Help optimize convenience for guests
- Drive traffic to revenue-generating areas, such as restaurants and gift shops
- Make it easier for convention and event attendees to find desired locations
Well-placed signage — in the lobby, in the hallways, near elevators — can help guests navigate the hotel more efficiently, reduce staff interruptions and increase operations efficiency.
5. Event Listings
Finding the correct conference room for an event can be tough, especially in a large hotel, and that’s assuming none of the details change before event time. But what if they do? Digital signage can keep event goers on the straight and narrow by providing real-time updates.
If an event switches room name or number at the last minute, content for hotel digital signage can immediately display that information to keep the flow of traffic steady and accurate. Integrated hotel applications can even be used to push this information directly to the mobile devices of conference goers.
Meeting and event planners can immediately re-theme event halls, using large video walls. For example, to instantly switch out content features and branded colors and logos. All of these advantages lead to savings for the hotel, eliminating the time, effort and money needed to print, post and replace static paper signage.
Content for hotel digital signage can also be used to generate revenue. In fact, 54 percent of hospitality companies generate revenue by sharing special deals and promotions with their guests.
QR codes can be used to promote in-house amenities, such as the hotel spa or restaurant and bar. For instance, guests can scan a QR code to pull up a menu. Key offers and discounts for local activities and events can be featured.
Hotels can even partner with local vendors to promote local deals. As a result, the hotel can generation additional revenue. Potential partners include any business your guests might enjoy, from entertainment venues and nightspots to local groceries and pharmacies. This is also convenient for guests because it provides a list of reputable local establishments that can serve their specific needs.
7. Flight Information Displays
In 2014, 20 percent of flights operated on a delay, with the average delay lasting 50 minutes. In other words, that’s time your guests could be relaxing in the comfort of your hotel — and spending money in your in-house bar or restaurant. Signage can even be used to (tactfully) make that very suggestion. Plus, where would you rather wait an hour? At the hotel or in an airport terminal? By providing real-time flight information updates, you’re adding another level of convenience for your visitors.
8. Uber, Lyft and Other Transportation Information
Content for hotel digital signage should also include local transportation options, wait times and pricing. This can be especially beneficial to guests who either don’t want to drive or don’t have access to a vehicle.
Signage can be used to display real-time information for public transportation, hotel shuttles, taxis, Uber and Lyft. Having access to local wait times, fares, estimated arrivals, and vehicle service options make it much easier for guests to plan day-to-day activities.
Making the Most of Content for Hotel Digital Signage
Digital signage is about more than simply replacing paper alternatives. It enhances the customer experience by reducing actual (and perceived) wait times, streamlines business operations and helps increase hotel revenue.
After all, people like to stay and spend money. Especially, where convenience is optimal. So, content for hotel digital signage makes the traveling experience more fun for your guests and more rewarding for your business.
Digital signage software is essentially the brain of your digital signage network — the control system for the content playing on digital signage screens. It is the central platform for building and deploying content as well as remotely managing a network of digital signs, touchscreen displays, video walls and interactive kiosks.
Despite the fact that Marvel’s “Avengers: Infinity War” has only been out for a short time, it is already on its way to becoming the biggest movie release ever, passing the billion-dollar mark within its first 12 days in theaters. But what does this have to do with digital signage and it’s integrators?
Of course, this colossal success did not come without some heavy build-up. Over ten years and 20 feature films, Marvel Studios has been carefully building an entire universe of comic book heroes that audiences love and feel connected to. Infinity War featured nearly 40 characters and multiple plotlines. Movie theaters across the country are still selling out screenings. That’s due to the fact that the fans are so deeply invested in the story and the brand.
Now, we may not be discussing intergalactic sci-fi soap operas when it comes to digital signage. However, digital signage integrators can still learn quite a bit from the achievements of Kevin Feige and the Marvel Studios executives.
Engage Your Target Audience
As we previously mentioned, much of the success of Infinity War can be attributed to its dedicated and engaged fanbase. These are the people that go to the midnight release of the newest movie. And, additionally, stay until the very end for a glimpse of Marvel’s infamous after-credits scenes.
When integrators reach out to new prospective clients about digital signage, they should aim to develop the same kind of engagement from within the organization. What does this mean? It means that integrators can actively research their target markets and identify the people who would be most interested in digital signage technology.
For example, an IT director within a company may not see the immediate need or value of digital signage technology. However, the HR representative may find it useful for publishing employee communications memos or office calendars.
Think about the different ways digital signage could be useful to various decision makers within an organization. These digital signage champions can be useful for turning a potentially lost lead into a sale.
Approach Your Clients From Multiple Angles
Marvel Studios has released 20 movies and countless TV shows over the past several years. Their audiences haven’t shown any feelings of fatigue from seeing the same characters returning over and over again. One of the reasons, that each movie in the franchise busts box office records and continues to feel fresh and new, is that the individual movies take on a new take on the stories that fans are familiar with.
For example, Captain America and Spider-Man cross paths in the films and exist in the same shared “universe”. But Captain America: The Winter Soldier presented itself as a gritty spy thriller. Where Spider-Man: Homecoming was a funny, coming-of-age teen flick.
Similarly, integrators can keep digital signage exciting and fresh for their clients. Digital signage technology has so much potential in different roles and environments. A hospital may think they’re making the most of their digital signage by utilizing them for directories. But, have they considered it in their waiting rooms, exam rooms, employee lounges, and cafeterias?
The client may have certain project requirements in mind for their digital signage implementation, It never hurts to suggest other ways they can maximize the use of their networks.
Demonstrate the Benefits of a Complete Service Offering
Perhaps the most satisfying aspect of Infinity War is the payoff. Especially, for the fans that have been following the Marvel movies from the very beginning. The architects of Marvel Studios asked fans to trust the process with the promise of a big payoff. This came in the form of the biggest superhero movie ever created. They ultimately delivered on that promise with a film featuring tons of fan-favorite characters working together on the silver screen. The individual Marvel movies are fun to watch on their own. It’s awesome to see how all of the parts finally came together for Infinity War.
The same can be said for the different service offerings possible through digital signage. A digital signage software platform and media player may be enough for some people to get by, but without the right channels of support or the necessary project management resources, clients may not get the full experience they want or deserve.
You can be a real superhero to your clients by offering multiple levels of service that address the specific requirements of the project, such as 24/7 phone support or remote troubleshooting. Many clients struggle on the content side as well, so offering content creation services will also increase the ROI of digital signage to your clients.
You don’t need an Infinity Gauntlet to make an impression on your clients! By following these guidelines, digital signage integrators can truly accomplish marvel-ous things.