The Impact of Digital Signage on Hospitality
In today’s era of digital transformation, customer experience is imperative for building a brand. The hospitality industry is about ensuring a great experience for the guest. An experience can be enriched when it enables convenience, speed, and provides efficient choices during the purchase and delivery experience. Such experiences are facilitated by service automation.
Effective implementation of service automation largely depends on the user interface and the technology used. For better interface, hotels and travel companies are relying on self-service kiosks and digital signages. Grand View Research estimates that the global digital signage market will increase to approximately $31 billion by 2025, nearly doubling in size from $16 billion in 2016.
With customers preferring digital interaction, digital signage is getting more popular. Hospitality industry can leverage this and launch digital promotions, communication, and interactions. The scope of digital display covers anything from a small screen on your mobile phone to a large hoarding on the sidewalk.
Digital signages can help hotels enhance guest experience and boost revenues. In this blog post, we will explore the different ways digital signages can be used in hospitality, how its impact can be amplified by pairing it with different technologies, and how it can reshape the hospitality industry.
How Digital Signage is Used in Hospitality
Digital signages captivate the audiences and interact better with them. It is noted that visual presentations are 43% more persuasive than non-visual presentations. When the right location for installation and messaging is applied, they increase the brand association between the service provider and customer. Research confirms that when the brand is consistently presented to the consumer, it increases the average revenues.
Some of the opportunities for hotels to use digital signage are:
The reception area is the first physical touch-point for a customer. It also provides space to display generic messaging. This is where most businesses engage by sharing common FAQs, providing an initial tour of the property or list of travel services. Any amount of interaction incorporated onto the display screens would enhance the first-time experience for the customer, and also reduce employment of human resources at the reception. From a customer standpoint, 63% prefer hotels with tech-enabled lobby.
Digital signages installed at the reception lobby and at critical interaction zones provide an opportunity to mention onsite amenities. In fact, it would also allow the customer to receive a pre-experience of the amenity and make a purchase decision. On the whole, 37% are likely to choose a hotel with lobby technology, such as touchscreens and check-in kiosks, over one without.
In-room services and information
Providing in-room services and information is a more personalized affair. To implement this, hoteliers choose to communicate via tablet displays or mobile phones that makes it more interactive. For the guest in the room, using these interfaces and receiving notifications and updates on the mobile phone is a matter of convenience. The guest may also choose to upgrade or make other allied purchases sitting in the room, without visiting the entire facility.
Some of the rooms are also equipped with an interactive voice or virtual agent. The guests can interact with these virtual media to get what they need, instead of calling the reception for everything. Reminders to an event, order updates, invoice updates, check-out and check-in details, staff details, and other pertinent information can be easily accessed.
These little aspects add a lot of value to the brand recognition quotient and brand consistency in the minds of the customer. It is not just the consumer perspective, but also about its impact on the investor perspective. Brand strength and name recognition are increasingly becoming the guiding factor in investment decisions. With a customer experience management platform like SAMMY, you can deliver right information at the right time to your guests.
For both hotel and travel industry, providing local information adds value to the guest experience. Upon choosing a hotel or to travel with a transport service, the customer is likely to familiarize with the local information. While a team member can serve this purpose, one person can’t serve too many. Digital signages solve the scalability problem in this context.
Emergency notification, Announcements & Updates
To familiarize the guests with the emergency drill, service providers choose to animate the drill in a video and display it across the signages. Even better, the numbers and exit instructions are displayed on the signage for quick help.
Moreover, hotels can save cost on time-consuming communication such as regular announcements and updates.
Hotel Layout and Map
Orienting each guest with the hotel layout and map can be a cumbersome process for the staff on-ground. It is also time-consuming and cost-heavy to deploy staff to help. Digital signages, also integrated to the phone GPS, can help in acquainting each guest with the hotel layout effortlessly.
How Digital Signage Enhances Guest Experience
The complementing attributes and efficiencies that implementation of digital signage can achieve are immense. They contribute to achieve brand consistency, better brand resonance and recognition, communication automation, customer experience, and most importantly, higher ROI.
Guests are always thrilled to receive a personal note from the manager. During the vintage era, paper notes were the hack to draw a guest’s attention. In the digital era, it is an e-note sent to the guest at their room. Personalization with digital signage does not stop here.
The lobby can welcome your guests with their names flashing on the screen at once. Especially, banquet halls that host events would find this technology liberating. It helps event managers highlight the chief guests and functionaries of the event. SAMMY as a platform can integrate with other solutions and help you manage these messages.
Digital signages can also help you deliver subtle personalization. For instance, a fully customized itinerary that a guest needs during the travel or stay, communicates that you are paying special attention to your guest.
Hospitality industry thrives on the human-touch, but technology can humanize the experience in the absence of people. Use of digital signage would allow the hospitality management to employ fewer humans to complete any communication. The communication that is repetitive, redundant, scheduled and that lacks consistency can be stored into the software systems for regular use. Such communication and messaging can be retrieved at the necessitated timing.
Embracing AI is the most obvious step to humanize technology and drive on a path to make it more intelligent, continuously.
The software systems integrated to the digital signage properties can retrieve real-time information. Such information is most valued by guests as they are kept updated constantly. It can mean running a news channel, providing airline information, or streaming a live event happening at the venue itself.
Reduces Redundant Offline costs
Usage of offline communication such as flyers, invitation kits, and brochures that may be junked sooner and produced at a high cost, is avoided. Other printing and customization costs can be reduced with digital signages.
New Revenue Opportunities
Automation adds new revenue opportunities. By tracking habits and behaviour, interactive digital signages can provide data for targeted promotions. New offers and propositions could be displayed to the existing customers at no cost. The revenue stream is not always from the activities at the hotel. It may also be from people outside who want to gain access to your audience. This could be in the form of collaborative promotions, cross-selling opportunities, selling ad space and other innovative possibilities.
Interaction with Hotel
Interaction is stereotyped with people talking to each other. But, with humanized technology integrated into digital signage, the definition of interaction has changed. Interaction can now happen between people and digital signages too. Interactive digital signages with kiosks, on tablets, or on the customer’s mobile phone provided the ability to measure each action and analyze data.
Even better, interactive signages do not require you to wait for the data to be transported to a software system for analysis. You can avoid the data deluge. These interactions can be captured live and hoteliers get to respond to immediately. These can be further integrated with social media to amplify the brand presence. Platforms like SAMMY enable you with the visibility to act instantly based on the data you are receiving from guests.
Customers become Evangelists
Hiring a marketing resource to exclusively evangelize your brand is an expensive proposition. Each satisfied customer would be a natural evangelist without consuming into your financial resources. Their recommendations are perceived genuine, when received by a prospect or a brand ally.
You could use interactive signages to encourage your in-room guests to write a review, invite a friend to use the hotel, recommend a service, or tag a location. Such interactions echo your brand presence among many other people within the community. Your brand advocate is your satisfied customer.
As you leverage digital signage, you can attract new customers, retain them, build loyalty, thereby boosting your revenues.
Choose a customer engagement platform like SAMMY which allows you to easily create and deploy complete digital engagement and individualized experiences on all mobile devices and digital screens.
Schedule a free consultation with one of our experts to learn more.