They’re relying more on digital channels for travel inspiration, research, booking and post-stay social. In order to keep up with this shift, hoteliers need to understand the customer journey and alter their approach to interacting with them.
Digital signage is one of the tools hotel managers can use to communicate and engage with guests. When done right, hotel digital signage creates a new landscape for creative engagement and a robust and seamless customer experience.
In addition to guest engagement, hotel digital signage also provides operational efficiencies. By implementing digital kiosks, guests can perform tasks such as checking in/out on their own, therefore freeing up staff to attend to more pressing tasks. During off times, digital signage in hotels can also be used for training, education, and corporate communications. This empowers the staff to support guests needs, which is critical to increasing customer satisfaction and creating more opportunities to up-sell. Employee satisfaction is highly correlated with customer satisfaction so digital signage is a win-win for hotels!
Target the International Traveler
In 2014, expenditures by international visitors in the US generated $220.6 billion in sales, 19% of which was spent on hotels. Digital signage can help hotels target the international traveler and enhance their stay. One way is through the use of digital currency conversion boards. A quick glance at the digital displays grants guests fast and easy access to the exchange rates without having to pull up an app. Such fast, easy and convenient access improves the guests’ experiences.
Digital signage can also drive more revenue. With the exchange rate so conveniently displayed, the guest is very likely to spend more dollars on the hotel property.
Other uses of hotel digital signage include:
It can be used as a platform for feedback and reviews by displaying social media for hotels. This public display of input can be interpreted as a demonstration of trust and integrity, and guests will react by interacting with you more on social media and providing useful feedback.
Hotels catering to air travelers can display live flight information on digital signage screens. Having such information within easy access improves the guest experience and it can also drive additional revenue. For example, displaying canceled flights alongside an ad for discounted rates for extended stays will result in guests booking additional nights, which is more money for the hotel.
Displaying live flight information can also contribute to improving the guest experience even after they’ve left your premises. For instance displaying flight information together with weather or traffic will help guests plan for their trip to the airport. This information also prepares guests for what to expect at the airport, and it can help them dodge much of the airport hassle.
Convention and meeting centers can use digital signage to automate a calendar of event listings and keep constantly changing conference or expo information up to date and accurate. Multiple messages can be displayed at the same time making the digital signage displays a destination hub with info on events, navigational assistance (wayfinding), flight information, and ads for local restaurants.
The infographic below shows how hotel digital signage is driving the guest-hotelier relationship and brand awareness, and why hotels should re-evaluate how tech-savvy they need to be.
To leverage digital signage for hospitality effectively, operators must first understand their audience and the customer journey. Digital signage should then engage, inspire and enhance the user experience, and eventually “nudge” the guest on the path to purchase.
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