Featured Image

Hotel and service industry organizations, including hotels, conference and meeting rooms, and event halls all benefit from digital signage. The industry largely led the adoption of digital signage following public transport, and still benefits from it more than many other types of industry. But, for managers and owners making digital signage purchase decisions, digital displays often present a challenge.

Where and how does your organization benefit from integrating digital? This guide to screen placement in hotels and service areas will help you make the most of digital signage networks, and to leverage your own displays in these areas.

Lobby and Waiting Area

Lobbies and waiting areas immensely benefit from digital displays for several reasons. The first is that people are very often waiting in these areas, they are bored, and they appreciate entertainment. Simply offering displays sharing local news, fun information, or other infotainment can greatly reduce perceived wait time and help customers wait more patiently.

The second is that lobbies present ideal opportunities to offer value to customers. You can do so in several ways, but primarily by guiding and directing customers.

Menus and Food Options

Sharing information relating to food options and menus is extremely helpful to guests who might have just arrived, are likely hungry, and don’t have the time to do any research. Here, it’s valuable to promote in-house cafeterias and restaurants with specials, meal options, and prices. You can also choose to partner with local restaurants or delivery services and share advertisements with live estimates of delivery times, pricing, and seating availability in the restaurant.

Transportation Offerings

Linking real-time data to show taxi availability, public transport schedules, or even local airplane departures can be incredibly valuable to visitors. Guests can simply note their schedule when walking through the lobby, without having to look it up, research, or spend time asking customer service about local public transport.

Wayfinding and Guidance

Hotels and conference or event halls always struggle with wayfinding, but digital signage can help. Displays can share static maps or (more valuable) interactive maps. In addition, automation allows you to instantly update mapping to display guests and their location on your maps.

Guests can see which conference room they have to be at (With guest branding on the map), can receive live guidance to their room, or can quickly navigate through booths at an event.

While capabilities heavily depend on your investment and your digital signage, wayfinding is one of the most valuable digital signage offerings you can integrate.


It’s not always a good idea to integrate ads into waiting areas, but digital signage makes it easy to do so. Should you do so, mix ads with practical information and infotainment to improve perception.

Help Kiosks

Self-help kiosks allow guests to look up information without contacting customer service. These kiosks can range from simple tablet-sized touch screens on doors or in rooms to actual kiosks situated around the venue.

Here, customers can:

  • Access wayfinding
  • Access fleet or equipment options
  • Book meeting rooms
  • Access WIFI
  • View local amenities and possibly book them
  • Contact support
  • View digital mapping

Depending on your organization and clientele, interactive kiosks may offer a range of other features as well. Should you install kiosks? Many people actually prefer to engage with a kiosk rather than bothering someone from customer support. In addition, directing some traffic to a kiosk rather than a live person reduces demand on that person, allowing them to offer more value when they are requested.

Door Signs

Meeting areas and conference rooms all greatly benefit from digital door signs. Some hotels also integrate small digital door signs as well.

Digital door signs:

  • Allow staff to easily see and set up room requirements
  • Update to show client branding
  • Can recognize guests via their passes or cards to flash a welcome or greeting (alerting the guest that this is their room)
  • Can share guest requests to staff
  • Can be updated to show “Do not disturb” or other messaging
  • Can be personalized by guests to offer more value

Door signs are small, efficient, and easily link into your digital signage network. They aren’t appropriate for every organization, but mostly they offer value at relatively low cost.

Meeting Room Displays

Meeting room displays are quickly replacing projectors with smarter, higher-quality, and more versatile tools. Why? Digital displays allow customers to more easily engage with displays, to more easily update displays, and to do more with them. Digital signage can take the form of anything from branding to presentation to high-quality media presentations.

These can be updated to be more or less customer-facing using online management portals and touchscreen tablet update tools, or proprietary computers that require customer-service support.


Staff always benefit from digital signage because it offers faster and simpler information communication. For example, integrating digital displays into room-booking software allows staff to see at a glance who is in which room, which rooms have been booked, and for which periods. They also allow staff to easily see where individuals are, which rooms need what layout or equipment, and what has been completed by staff.

In employee and staff rooms, digital screens share rosters and schedules, employee requests, equipment management displays, and inventory or task management. They can also be integrated into security feeds, KPIs for inspirational messaging, safety and training, and used to share organizational alerts.

How does that work in a hotel? An employee comes in, sees their schedule on a roster display, and goes to work. They head to conference room A, which needs to be cleaned up. Putting away a projector, which won’t be needed with the new client’s room layout, which is available on the room’s built-in display, they discover the projector is broken, and use a touchscreen equipment management kiosk to schedule it for maintenance.

Not every area needs staff-facing digital signage, but it can be immensely helpful and cost-saving for staff, equipment, and data information management.

Digital signage is increasingly affordable, capable, and valuable in nearly every industry. In hotels and service, it allows your organization to offer more value, while reducing time and money spent on doing so. At the same time, it’s still important to run a cost analysis to determine if digital signage is a good fit for your organization. You also want to ensure you choose a quality installer, digital signage software that meets your needs, and quality hardware that adds value.