Digital Signage, in the context of the hospitality industry, is an important aspect of branding, guest experience, and operational efficiency, especially with the advancements in technology and the ever-evolving guest expectations. Increasingly, hotels of every size are using digital signage for hotels as a means to modernise and improve their properties.
In the event that you are installing systems in a new location, or are replacing an outdated system, the hotel signage that you select will define the nature of a guest's engagement with your brand. This step-by-step practical guide will provide you with the important factors to keep in mind when acquiring signage for your hotel and attempting to find a suitable digital signage provider.
Define the Objectives for Your Hotel Signage
It is essential that before focusing on the accompanying software and hardware, you set your signage goals. What do you want your signage to accomplish?
The purposes that you are your hotel signage are:
- Wayfinding assistance: This is especially relevant for covering large properties and for locating amenities as well as rooms.
- Informative exhibits: These will include weather updates, event schedules, and check in/out times.
- Promotions: advertising the business on the onsite restaurant, spa, or leisure facility as well as points of interests.
- Branding: implementing a cohesive visual identity across the property.
- Emergency messaging: real-time communication of safety instructions or alerts and emergency information.
These use cases could all benefit from a range of different signs. Knowing your priorities from the start enables you to filter on the most appropriate options.
Match the Signage Type to the Location
Hotels use different formats of signs depending on the location. Here are some of the most popular formats and their intended uses.
Hotel Lobby Signage
The entrance of the facility is the most important point and the first stage of interaction. Resort signage must be of high standards: interesting, supplemented, and corresponding to the business. They indicate lighted ads, slides, time and weather, and an agenda of the concierge and the hotel and sponsored events.
Interactive kiosks located in the lobby can also be intended as self-service devices for reserving, buying tickets or for check-out, advertising attractions in the vicinity.
Directional and Wayfinding Signage
Ensure that clarity is observed in the hallways, elevators, and corridors. It is important that signs are simple to read within intervals of 3 - 5 feet, especially the signs that are digital. In some of the bigger facilities the use of digital signs becomes crucial.
Conference and Event Signage
Hotels that have meeting rooms or ballrooms can install displays outside the conference rooms with schedules, the names of the rooms, and branding for the events, which can be changed dynamically. These displays are easy to update and highly appreciated by the corporate clientele.
In-Room Signage
Some upgraded hotels have in-room displays that replace printed menus and directories. These displays provide a modern and elegant interface for the guests to access hotel services, learn about the property, or order room service.
Outdoor and Entrance Signage
Digital signs outside the hotel can improve the branding and visibility of the hotel. They are also instrumental in advertising the hotel’s promotional offers, extending greetings to large groups, and assisting event attendees.
Static Versus Digital Signage
In hospitality, traditional signs such as printed ultra-smooth plaques and backlit signs do have a place, especially in heritage or legacy hotels, and places where heritage aesthetics are required. Digital signage for hotels, on the other hand, provides more flexibility, modern appeal, functionality, and operational advantages that traditional static signs do not.
Advantages of digital signage include:
- Cloud-based storage allows instant updates to engaging content.
- Messages can be scheduled and programmed to be deployed during specific timeframes or events.
- Animation and videos make visuals much more interesting.
- Including other systems to more complex systems like PMS.
- Printing and desk labour for prolonged timeframes is more cost effective.
Those hotels that apply a mixed approach to using static and digital signage manage to gain combined advantages of the classic and traditional charm.
Think Branding and Design Consistency
Signage for your hotel should mirror the property, including the aesthetics, tone, and the type of guests you are catering to. This includes:
- Matching brand colours, type, and logo with the rest of the materials.
- Signage that is monocular should be in a certain position to other types of signage that are more complex.
- Frames that hold the displays should be in wooden materials and other hardware that reflects the underlying interior.
- Design companies that specialise in digital signage for the hospitality sector will be able to offer you an optimal ratio of stylistic approach and efficiency.
Assess Software and Content Management Tools
Just like you would assign value to the screens being used, the software potential in the signage systems is equally crucial. A worthy platform for your signage should possess the following traits:
- Content creation tools for every user
- Editing tools for documents created online
- Preloaded document templates
- Real-time data integrations (location updates, weather, social media updates, etc.)
- Multi-display capabilities for various zones or venues
The appropriate system will not only allow you to create and schedule content but also publish it with minimal effort. Moreover, the system will scale in alignment with your business for as long as your signage network continues to grow.
Consider Maintenance and Support
Every system has an element they consider a 'set it and forget it' feature. In considering the signage options, take into account the maintenance and technical support that will be required in the future.
- Does the provider assist with the setup?
- Is there a warranty or some sort of service agreement that accompanies the product?
- Is the technical support team reachable round the clock?
- Will they help in troubleshooting and software updates?
It is much more efficient to choose a company that offers full lifecycle support for the signage you want to use. This includes the design, installation, maintenance, and content, as it will save time for your operations team while reducing stress.
Understand the Need of the Laws and Regulations
Hotels need to consider the local regulations, ADA stipulations, and other accessibility matters. Failure to comply may be mitigated partially through digital signages such as:
- Fonts that are clear and distinct
- Provision of multilingual support
- Touchscreen/audio touch interfaces
- Signages that consider the mobility challenged
Ensure that the signages have been checked in terms of compliance with the relevant laws as well as the ethics of the society in question.
Seek Out a Digital Signage Company Specialising in Hospitality
Possibly the most critical step in the process will be to identify and choose the best digital signage company to partner with. Target a digital sign company that:
- Has worked in the hospitality industry
- Knows the patterns and uses of the different areas in a hotel
- Delivers comprehensive services covering the whole cycle from consulting to providing hardware, software, and post-installation support
- Has other hotel customers to whom they can provide references or from whose case studies they can be educated
A hotel digital signage vendor will help you steer away from the more common errors, choose the appropriate technology, and form the digital display strategy that actually improves user experience while boosting your image.
Final Thoughts: Signage That Enhances User Experience
Signages have several other functions other than just assisting guests to easily get their bearings in a hotel. They can also be used to promote other services and the hotel’s overall brand.
Therefore, they stand as vital channels through which hotels relay information to their guests. Given the assortment available, one must be ready to invest ample time and effort in order to get the best partner and answer for the problem.
From the installation of hotel lobby signs, to the installation of a wayfinding system, to the replacement with interactive displays, the digital signage for hotels is highly flexible and functional to satisfy modern requirements. Along with a digital signage solutions provider, the hotel can guarantee that the property does not lose out on the aesthetics and the functionality aspects.
