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.
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
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
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 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. Key offers and discounts for local activities and events can be featured. Hotels can even partner with local vendors to promote local deals and venues and generate additional revenue for the hotel. 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. 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 — where convenience is optimal. Content for hotel digital signage makes the traveling experience more fun for your guests and more rewarding for your business.
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