DIGITAL SIGNAGE IN THE HOTEL INDUSTRY · digital signage division at LG. “When it comes to...

DIGITAL SIGNAGE IN THE HOTEL INDUSTRY

Digital signage applications are spreading throughout hotels, from the lobby to the conference center to the room. Learn about new concepts

for informing and engaging hotel guests through digital signage, and how to make the network work for the hotel.

2© 2012 Networld Media Group | Sponsored by LG

Contents

Page 3 About the sponsors

Page 4 Introduction

Page 5 Chapter 1 | Why digital signage for hotels? Cost-benefit analysis How digital signage affects the business process Why is digital signage so challenging?

Page 8 Chapter 2 | Plasma screens Lobby Conference center Guest rooms

Page 12 Chapter 3 | Best practices

Page 14 Chapter 4 | Content is king Simplified posting What to display Social media integration Generating revenue

Page 18 Chapter 5 | Case studies Curtis Hotel and Four Winds International Chicago Hyatt Regency Hotel Royal Caribbean Nanonation Mohegan Sun Hotel & Casino and Symon Communications Manhattan Belvedere Hotel

Digital Signage in the Hotel/Motel Industry

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About the sponsors

Published by Networld Media Group© 2012 Networld Media GroupAll photos courtesy of LG, unless otherwise specified. Written by Bill Yackey, editor, DigitalSignageToday.com. Updated by Steve Arel, contributing writer, DigitalSignageToday.com.Tom Harper, president and publisherJoseph Grove, executive editorCourtney Bailey, publications editor

LG is a solutions provider with industry experts offering tailored display solutions for vertical markets, including digital signage, corporate communications, retail, QSR/foodservice, hospitality, healthcare, education and government. Customers’ specific needs are identified and turnkey display solutions are developed to build brand image, enhance the quality of customer experience and produce immediate return on investment.

DigitalSignageToday.com, operated by Louisville, Ky.-based Networld Media Group, is the leading online publisher of news and information on the emerging world of digital signage, dynamic messaging and cutting-edge business communication technologies. The content, which is updated every business day and read by professionals around the world, is provided free of charge to readers.



Introduction

The concept of digital signage has been alive and well in hotels for many years, although it has been

through the use of “hotel channels” on in-room TVs. Usually the default chan-nel when the TV is turned on, the hotel’s internal channel frequently is used to inform guests of hotel amenities, restau-rants and trailers for in-room movies.

Now, that kind of information is making its way out of the rooms, thanks to flat-screen monitors and digital signage net-works. Hotels can use this same concept not only to provide information to guests, but also to contribute to the atmosphere of their lobbies, restaurants and hallways.

For large hotels with conference centers and that frequently host thousands of people, digital signage provides an easy way to keep constantly changing confer-ence and expo information up to date and accurate. The signs also are effective as wayfinding tools to guide large groups of people in the right direction.

This guide focuses on how digital signage is being used in hospitality settings by providing case studies and examples of worldwide deployments from companies such as Marriott, Royal Caribbean and Hyatt. It also explores some of the tech-nology trends that are likely to be seen in the future of hospitality digital signage.

We would like to thank Englewoods Cliffs, N.J.-based LG Electronics, a provider of digital signage solutions, for its sponsor-ship of this guide, which allows us to bring it to you free of charge.



Every business wants the ability to communicate with its customers constantly, whether that communi-

cation is non-verbal or face-to-face. Years ago, hotels stood at the forefront of the digital signage revolution, using screens inside rooms to promote on-site amenities and in the local area.

These days, the hotel industry is increasing the visibility of digital signage and making those screens the centerpiece of a visual campaign that reaches consumers from the moment they enter the lobby.

Digital signage provides everything from directions for incoming visitors to stand-alone stations with touchscreens that en-able patrons to check in on their own.

Thousands of hotels worldwide already employ some sort of digital signage. Even more anticipate adopting the technol-ogy as a means to engage the consumer base. During a recent panel discussion at a Denver conference held by the National Association of Real Estate Editors, execu-tives in the hospitality industry shared a similar view: the future of the hospital-ity industry is likely to be experience and technology-led.

Digital signage is considered a difference-maker in a hotel’s ability to effectively deliver information and generate valuable feedback from patrons. That feedback is considered pivotal, as it is used to shape its operation.

“The hospitality industry is always looking for ways to further cater to their guests,” said Dan Leunig, senior sales manager, digital signage division at LG. “When it comes to information, digital signage goes

a long way in giving visitors information needed to enjoy their stay, from restau-rants to shows, an effective signage solu-tion provides it.”

The appeal of digital signage for businesses stems from the public’s interest in the technology. In recent years, digital signage has gone from novelty to commonplace. Not only are people enticed by the flashy, sometimes entertaining messaging it pro-vides, but they have come to expect it over a static display. .

It’s tough for someone to ignore the bright, dynamic movement of a digital display. Through the technology, business can execute marketing and informational cam-paigns with relative ease and with unparal-leled flexibility.

“Many studies show that digital signage, with its ability to portray images, employ sound and vibrant colors, can attract people like a magnet,” said Leunig. “Digital signage has the ability to catch people’s eyes, but the key is keeping it useful and providing concise information that is relevant.”

Chapter 1 Why digital signage for hotels?



Benefits of digital signageUntil recently, placing a flat screen — much less a network of flat screens — sim-ply wasn’t viable or cost-effective. Screens were too expensive, too big and wore out too quickly. The return on investment wasn’t strong enough.

But the LCD/LED/plasma revolution changed, and still is changing, all of that. Screen prices have plummeted so much, they are becoming the medium of choice because their affordability now rivals the printing costs of static posters over the course of time.

Digital signage’s versatility also is an en-ticement. Screens are thin and can hang on a wall, which means no more bulky CRT monitors hanging from the ceiling on sketchy mounts. Screens are so advanced that they can communicate with computer networks and fetch new content, eliminat-ing the arduous task of employees trotting from screen to screen with armloads of VCR tapes. And many software vendors offer inexpensive, or even free, programs that make keeping digital signage up to date simple even for those who are not computer savvy.

How digital signage affects the business process Some of the ways digital signage is being used today include:

In airports and bus stations, keep-ing travelers up to date on arrival and departure times while also providing an advertising vehicle for shops and restaurants.

In retail, communicating with custom-ers about in-store specials, directing customers to other parts of the store,

managing traffic and hotspots and con-veying brand messages.

In banks, displaying interest rates and product information, as well as lifestyle messages and branding.

In casinos and entertainment venues, creating a customer experience that is consistent with the ambiance and atmosphere of excitement.

In doctors’ offices and waiting rooms, providing entertainment and informa-tion to patients while also giving an ad vehicle to pharmaceutical companies and other providers.

In schools and on corporate campuses, facilitating a level of communication between parties that would have been unthinkable just a few years ago.

The list goes on and grows every day. Virtually any place that has printed signage — bus shelters, shopping malls, the tops of gas pumps — has the potential to improve its worth with an upgrade to dynamic digi-tal messaging.

Despite all the progress that has been made, digital signage is still a very complex proposition for the company installing it.

CHAPTER 1 Why digital signage for hotels?



Mike White, president of systems integra-tion firm Multi-Media Solutions, based in Knoxville, Tenn., called digital signage “one of the toughest A/V installs in the world.”

Why is digital signage so challenging? On the surface, digital signage might seem simple. After all, almost everyone has a television set in his home, and in most cases, that set was installed by the person who bought it. Take it home, plug it in, turn it on — that’s all there is to it, right?

In the case of televisions and homes, yes, that usually is all there is to it, although even this is changing as the evolving nature of home theater becomes more and more complex. But dynamic signage in the busi-ness environment is exponentially more complicated, for a number of reasons:

The content strategy usually needs to be tackled from scratch. Digital signage content has a completely new set of re-quirements; existing media assets often provide a good starting point, but none of them can be reused outright.

Content needs will vary across the enterprise. In all but the simplest digital signage deployments, multiple screen sizes and orientations are used — and a 42-inch screen in landscape mode calls for very different content than a 32-inch screen in portrait mode. The greater the number of screens in the network, the greater the organizational challenge for content.

Multiple networks might be involved. The most beneficial digital signage products touch one or more networks. It retail, for instance, the signage network might be designed to commu-nicate with the POS network, in order to gauge content effectiveness versus sales. But getting any two (or more) networks to communicate is an IT chal-lenge, and it increases with the number of networks and nodes involved.

Very different business disciplines are at work. Digital signage appears on the surface to be an IT project, and yet it is also a marketing initiative. The rub? It’s both and calls for some real teamwork and sharing of duties.

CHAPTER 1 Why digital signage for hotels?



An array of opportunities exist throughout a hotel to effectively use digital signage. Three prime ar-

eas in which to focus are the lobby, confer-ence centers and in-room media.

LobbyUpon entering any business, whether a ho-tel or a store, the visual aspects are the first things that define the customer experience. For hotels deploying digital signage, that first impression begins in the lobby.

Digital signage can be integral in creating an appealing hotel lobby for travelers. In this regard, digital screens can be used for much more than just attractive visual appeal.

In most cases, room rates at hotels are like drinks at a bar or gasoline. The price fluctuates depending on the time of day or year or the demand.

Although hotels do this for many reasons, mostly stemming from competition with other hotels, digital signage is allow-ing more hotels to post their room rates in clear view. Since the rates change so frequently, hoteliers are finding that the in-stant update capabilities of digital signage are useful and considerably cheaper than constantly printing rate cards.

“A hotel can use digital signage to inform travelers of value pricing before they even walk in the door to check in,” said Jeff Bohnert of Drury Southwest, a division of Drury Hotels based in Arizona.. “Digital signs also can help reduce vacancies by offering special rates and deals at a mo-ment’s notice.”

Concierges are vital resources for hotels, disseminating information or simply being a friendly face to visitors as they enter the facility. The services concierges provide, however, can be greatly expanded through the use of digital signage. Some hotels have added screens in the lobby, which are particularly useful at times when the con-cierge is not on duty, or for hotels where there may not be a concierge at all.

Whether they are digital signs or kiosks with digital signs incorporated in them, these units are useful for travelers on the go, while saving hotel employees time by not having to give directions or answer some common questions to travelers.

Many customers coming into a hotel sim-ply want to get to their room to rest and relax. Much like airlines at airports across the country have gravitated to self check-in mechanisms through digital signage, hotels are following suit.

With special kiosks, customers can bypass the front desk — and occasional long lines

Chapter 2 Where to use digital signage

Avnet



— to retrieve their room keys, purchase room upgrades and perform other com-mon functions. The self check-in options tend to have a ripple effect by reducing the load on the front-desk staff.

Those self check-in stations also can be set up to print boarding passes, tickets to local venues and attractions and directions to certain locations. The system enables hotels to be more responsive to customers and helps save customers time by accessing material beforehand.

Conference centerThe first thing people attending a trade show or convention need to know is where to find the conference center. So a good deal of digital signage acts as wayfinders, serving as guides for visitors. Such tech-nology is key in particularly large locations or in those where accessing meeting space requires detailed directions.

The signs can be most effective in situations where hundreds or thousands, of people are walking the halls of the hotel each day for conferences and trade shows. During conferences, room names and numbers can change several times per day. Also, every conference or expo is different, so the look and visual feel of the signage may need to change depending on the event.

Using wayfinding signage can pay divi-dends financially for event organizers, instead of spending thousands of dollars on large banners and stand-up signs.

Because digital signs can be changed quick-ly, a wayfinding system also solves problems associated with room and time changes.

Digital signage can eliminate the need for hotel employees to print paper signs for room changes during conferences. This saves employees the time of printing and delivering the signs to their locations, while also eliminating printing costs for the hotel.

In some cases, employees have to input the same meeting information into several different systems (e.g., in-room messaging and television displays). Digital signage networks mean the information is entered in one computer, one time.

To further expedite meeting update pro-cesses, some digital signage providers offer software that can interface with the ho-tel’s existing sales and event management programs. Much as a smartphone can sync with Microsoft Outlook, the digital signage network pulls the information off the event

CHAPTER 2 Where to use digital signage



management program and dynamically distributes the information to the screens, eliminating the need for an employee to spend time doing data entry and leaving her more time to cater to customers.

Related to wayfinding, a touchscreen sign could be set up so attendees can see their schedule, room information and even a map to their rooms, which then could be printed out via a kiosk nearby.

Guest roomsHotels constantly look for ways to improve their customers’ experience and, at the same time, the image of their business. In recent years, hotels have spent countless dollars replacing outdated, bulky tube TVs with flat screens in guest rooms, enabling operators to use the sets to communicate with patrons.In-room channels can be controlled with the same software that handles the room and event schedules, making it easier to deliver the same information and promo-tions throughout the facility. These mes-sages can be controlled from the hotel’s back office, the hotel chain’s central office or an offsite PC set up with the appropriate content-management software.

Most travelers know that when they turn on a TV at a hotel, the first channel that appears is the welcome screen. Hotels set that up by design. Sometimes the welcome channel shows movie trailers and promos, while other times it gives pertinent infor-mation, such as restaurant specials, ameni-ties and other hotel services.

A third-party provider, such as Sioux Falls, S.D.-based LodgeNet, usually runs these networks, but digital signage networks can run on this same technology. New York-based The Hotel Networks, for example, is tapping into that opportunity to reach hotel guests directly.

In-room channels can be controlled with the same software that handles the room and event schedules, making it easier to deliver the same information and promo-tions throughout the facility.

“With the increasing amount of time con-sumers are traveling and staying in hotels, the opportunity to reach those consumers through video advertising channels be-comes invaluable,” said Kim Norris, for-mer president of the Out-of-Home Video Advertising Bureau (OVAB).




In fact, Hotel Networks says that 98 percent of hotel guests turn the TV on immediately upon entering their rooms. In-room channels offer a way to reach a very affluent audience at their home away from home. Consumers are watching TV more out of the home, and so it becomes even more important to catch them in a venue like a hotel.”

An in-room hotel channel, on many levels, is a digital signage network. It plays dy-namic digital content in the form of movie trailers and local TV spots. Like digital signage, the in-room channels also can be used as an advertising venue to help create additional revenue for the hotel.

“Having video advertising networks in hotel rooms also gives consumers and the hotel an opportunity,” Norris said. “The hotel can leverage the network to market events and its facilities, and the consumer can use the network for things like expe-diting the checkout process.”




Chapter 3 Best practices

Hotel digital signage and interactive technology have learned many lessons from the travel industry.

One of the first self-service applications to appeal to travelers was self check in kiosks for airlines. Since travelers have become more familiar with that technology, hotels have begun providing a similar experience after travelers have landed.

“Similar to the e-ticketing and e-check-in kiosks at airports, virtual concierges can streamline the process at hotels by increas-ing the number of guests who can check in or out at any time,” said Rocky Gunderson, founder and vice president of marketing and network development for San Fran-cisco-based SeeSaw Networks, a digital signage network provider. “As travelers flock to this efficiency tool, advertisers can reach receptive consumers, who are happy to have skipped the long lines, and aim relevant messages that relate to where they may be going next.”

Many hotels also are adopting common use self-service applications, known in the industry as CUSS. Whether in the form of a kiosk or an interactive digital sign, CUSS applications allow travelers to print board-ing passes from terminals in the hotel lobby, aimed at saving those travelers time when they are at the airport.

“Digital signage can add functionality to a kiosk,” said Dave Gonsiorowski, general manager of the self-service division at Lou-isville, Ky.-based Flextronics, an electron-ics manufacturing services provider. “For example, a hotel check-in system with two monitors can check people in during peak times and, during slow times, provide con-cierge services. A hotel with 10 self-service check-in systems can dedicate three units

for check-in and then have seven units that change function depending on the flow of traffic. The convergence of digital signs into the enterprise will enable companies to be extremely nimble and responsive to customers.”

Keywest Technology, a digital signage technology provider based in Lenexa, Kan., has placed integration kiosks and digital signage in the hotel setting and has devel-oped an authoring application that allows users to create interactive digital signage applications with their existing signs.

“Automated check-in/check-out is a natural for interactive digital signage,” said David Little, director of marketing and business development for Keywest. “A card swipe installed on the panels may retrieve the guest’s reservations. Then the interac-tive screen may offer customer service functions, such as check-in and check-out, even concierge information. A voluntary check-out survey can be included that is



CHAPTER 3 Best practices

tied to customer loyalty programs that issue a discount coupon. The possibilities are endless.”

The one thing memorable digital signage applications have in common is that they provide information to the customer. For deployers, that means functional digital signage applications must have a use, not just serve as advertising venues.

Australian Alpine Enterprises (AAE) deployed a digital signage network at the Falls Creek and Hotham Resorts in Victo-ria, Australia. AAE’s first digital network, the signs display real-time ski conditions and local information for visitors.

The solution was provided by Melbourne, Fla.-based Harris Corp., an international communications and information technol-ogy company, and consisted of the com-pany’s InfoCaster, an out-of-the-box digital signage solution paired with the InfoCaster Network Manager. The InfoCaster allows resort staff to control the content on the screens, which could be set up in a multi-zone format. The InfoCaster Network Manager allows multiple screens to be linked via Internet connection and, there-fore, monitored and updated remotely.

Transparency“We decided to replace the traditional signage with electronic signage because it allows dynamic changes to be made in real time as our marketing department sees necessary,” said Ned Woolley, AAE IT manager. “Our aim was to be able to provide visitors in all areas of the resort with up-to-date information, including ski conditions, lift ticket pricing, ‘What’s On’

info, weather news and entertainment.”

At the Falls Creek resort, AAE installed seven media players and screens outdoors on the mountain in plain view of skiers. This, of course, presented some difficult technical challenges, especially with the networking aspect.

“Due to the layout of the mountain and the cost of cabling, operators had to install a wireless 802.11b network over the moun-tain to get connectivity,” said Don Den-nis, Harris’ national sales manager. “The system performed so successfully that AAE decided to roll out three more screens.”

With the Falls Creek installation deemed a success, AAE rolled out a similar system, comprised of a Network Manager and three players, at its Mount Hotham resort. Two of the players are used in the resort’s ticketing area: one as a guest channel and the other as a point-of-sale channel. The third is used as a channel on the internal master antenna television system.



Content, in many regards, is the foun-dation of digital signage. To hear industry experts tell it, large displays

and flashy graphics are no replacement for meaningful messaging that ultimately gen-erates a call to action.

As more businesses and organizations ven-ture into the digital signage field, they want the ability to post what they want, when they want and how they want.

Newcomers to digital signage can find the technicality of the industry intimidating. They’re not alone—some experienced users do too.

Perhaps that’s why many businesses and organizations incorporating digital technol-ogy into their operations farm out respon-sibilities for managing content. But as the industry continues to evolve, so too does the ease with which signage deployers can control content, from start to finish.

A number of deployment firms have de-vised software packages that put the power of content control in the hands of even the most basic of computer users. The technol-ogy is helping companies looking to save time and money.

Simplified postingWhen it comes to content development and management, industry experts agree that many deployers can’t do it. They either lack the time or the knowledge — or both. Tem-plated solutions raise the level of involve-ment for many, developers say.

Perhaps the greatest advantage to templated structure is the ease with which program-ming can be used.

Software can separate signage screens into any desired number of segments, or zones, from a 4:3 ratio up to 16:9. Using one of about 30 different designs, users simply click on the area where they want to add content. Within minutes, images and graph-ics can be uploaded and text can be pasted or keyed in.

The software supports an array of video and image formats, including MPEG4, AVI, Windows Media, QuickTime and JPG.

“Among the biggest concerns of deployers is how difficult it will be for them to post and manage content, simplicity is vital to long-term success,” said Michael Ha, mar-keting director, home appliance division at LG Electronics. “Successful signage systems are designed to alleviate those fears, allow-ing users to quickly understand and imple-ment updating the content process they must undertake for maximum impact.”

Though several basic templates exist, de-ployers can have templates designed to their exact specifications and set up to feature their color schemes and branding.

Chapter 4 Content is king



Because templates are designed for ease of use, levels of authorization can be differ-entiated as well, giving many employees the ability to input information or just a few. Control also can be limitless through a template or restricted to certain zones within a template.

Nearly 70 percent of customers say in-store messages sway their purchasing decisions, according to studies by New York-based Nielsen Media Research, a survey company. However, winning over consumers through menu board advertisements involves more than simply throwing up images of appetiz-ing products or flashing calls to purchase specific items. Effective use of the digital technology entails developing and using the right content at the right times.

Videos offer operators a means to promote items that combines words with motion and true-to-life imagery that quickly catches a customer’s eye. Done right, the collective additional revenue generated through the sale of extra items or more expensive prod-ucts can quickly pay for a digital system.

What to displayOnce a company decides to move forward, it needs to determine what visuals and in-formation to show. Content, in most cases, will be dictated by the campaign’s intent.

Deployers also will put considerable stock in ways they perceive they can enhance the customers’ experience. Because of the familiar industry adage that content is king, many will incorporate flashy graphics and large screens for immediate pull.

While those can go a long way toward at-tracting viewers, companies should lay out

their digital signage strategy to determine what to offer beneath the surface.

Content development can be time-con-suming and can be done either by in-house developers or through firms that specialize in reaching viewers. The latter will work closely with businesses, learning their targets, markets and products to help devise effective displays that satisfy the client’s strategy.

Content packages can be pre-loaded into signage units, pulled from libraries via the Web and installed through USB-connected portable hard drives. As social media grows in prevalence and relevance, sites such as Facebook and Twitter might be added to the mix as well.

Social media integrationIn just the last couple of years, social com-munication has become part of the digital signage landscape. Static messaging and looped videos can render the technology ineffective, so it is crucial to engage people by encouraging interaction with the screen

After all, what good is signage if it’s dis-missed or completely ignored? Social media

CHAPTER 4 Content is king



and networking has become so pervasive in people’s lives, software developers see its integration into the signage medium as a logical step forward.

Social media-enabled screens can serve a multitude of functions. For instance, some bars are using screens to stage interactive games for visitors who can play against other patrons — whether they are at the same location or elsewhere in the country — by texting answers to the screen with their cell phones. Restaurants also are using signage to display Twitter messages men-tioning certain words or phrases, such as the name of the establishment or a specific beverage, that resonate with patrons inside the establishment. Some hotels hosting conferences can display Twitter feeds from that conference, so attendees can keep up on the latest happenings even when away from their computers or phones.

All the material, of course, winds through filters that ensure only appropriate content is posted.

“The absence of social media from a digital signage system can be considered a glar-ing error of the strategy,” said Ha. “As the means by which countless people — namely younger, tech-savvy generations — are com-municating with each other Social network-ing is considered crucial. If you are active in the social media universe, they could be communicating about you.”

Generating revenueBusinesses are in business for one reason: to make money. Digital signage offers an addi-tional revenue stream through external ad-vertisers who want to reach out to a hotel’s

customers and lure them to its particular business or site. Through such partnerships, hotels can accept ads from those companies vying for business from travelers.

Hospitality companies should continue to integrate call-to action features in their digital signage, so users can receive coupons and information on local attractions.

Displays can easily be set up to reel in advertising dollars. Software platforms can divvy up a screen to allow a company’s brand to be anchored in a certain section and its product promoted. At the same time, another section can display feeds from social media sites and another can run TV programming.

“With the flexibility of signage, company displays are limited only by their team’s




imagination,” said Leunig. “Deployers have been calling for added flexibility through-out the infancy of digital signage, and developers have listened.”

In an environment where noise can inhibit one’s ability to communicate verbally, the screen serves as a pivotal way for people to connect.

As smartphones dominate the mobile in-dustry, opportunities exist for hotels to use QR codes that can be read by smartphones, taking users to certain sites or passing along information and deals.

Businesses constantly are looking for a return on their investment. Software can be equipped with features that detect specific information consumers view, how long they view it and whether the products or infor-mation displayed translate into a sale.

Despite a well-thought-out content devel-opment plan, one of the pitfalls of digital signage is infrequent content updates, which can render the signage ineffective. Keeping content fresh will keep viewers tuned in.




The Curtis Hotel and Four Winds International With pop culture-themed floors and contemporary room design, Denver-based The Curtis Hotel was looking for a digital signage solution that would complement the design elements of the hotel and its fun, whimsical atmosphere. Since the deploy-ment was small and specialized, the project required some steps that were different from those in a large-scale deployment.

The Curtis needed a custom-designed tem-plate that was a bit more unique to coin-cide with its theme. The screen design also needed to incorporate an event list, flash ads showcasing the hotel’s amenities and individualized video content.

Denver-based Four Winds Interactive, a digital signage content creation firm, offered a solution. Its creative team re-sponded with a one-of-a-kind template for The Curtis. The layout used an all-Flash background, which supported dynamic content and motion design elements that Four Winds believed reflected the hotel’s persona. The video content consisted of classic commercials and ads from the 1950s and 60s. As part of the nostalgic feel, Four Winds designed a fully functional clock face as opposed to using a standard digital clock.

“The Curtis was an amazing project for us. Because of their openness to fun and new ideas, it allowed us to push the envelope in their design,” said Zach Lipson, creative director at Four Winds Interactive. “The result was a fun, exciting and informative digital sign that is very unique and consis-tent with their branding efforts.”

Chicago Hyatt Regency Hotel One of the most popular digital signage de-ployments in the hospitality sector to date has been the Hyatt Regency Hotel in Chicago.

The hotel The Hyatt Regency Chicago is the largest hotel in the city, based on the number of rooms and square footage, and is Hyatt’s largest hotel globally. Each year, the Hyatt Regency hosts 180 large conventions, 430 small meetings and 1,000 social events. The annual number of guests to the hotel gener-ally surpasses 1 million.

The hotel boasts 2,019 guest rooms, 228,000 square feet of meeting space, a 70,000-square-foot exhibit hall and four ballrooms.

The challenge The digital signage system was put into place because the hotel needed solutions to several challenges it had been facing. For

Chapter 5 Case studies



one, the hotel served as a popular loca-tion to host large business meetings, trade shows, conventions and conferences. Dur-ing these events, meetings constantly were being rescheduled and relocated, and the staff previously had been using easels and printed signs to relay the last-minute mes-sages to attendees.

Wayfinding for attendees who were un-familiar with the layout of the hotel was a very high priority in the eyes of hotel staff and conference and show organizers. The makeshift easels and printed signs were low quality, extremely time-consuming and expensive.

Conference organizers were looking for a way to deliver messages quickly and ef-fectively to their attendees, who generally were unfamiliar with the conference sites. They needed the ability to communicate to the attendees at the last minute and have instant flexibility to provide those updates.

The solutionBased on the challenges presented, hotel management agreed that a digital signage network was in order for the hotel. Several companies were involved in the collabora-tive effort.

For the audio-visual integration of the net-work, the Hyatt Regency chose AVT Com-muniqué, a division of Hospitality Partners, headquartered in Arlington Heights, Ill. For the hardware, AVT Communiqué chose to use Itasca, Ill.-based hardware provider NEC for the display solutions, including the company’s 40-inch MultiSync LCD4010 and 32-inch LCD3210 displays. On the software end, Concord, Ontario-based Omnivex was selected to supply the content software.

Hospitality Partners, NEC and Omnivex also explored the usage of RFID in the digi-tal signage network. By using RFID, confer-ence attendees’ schedules can be displayed on the screen. When an attendee approach-es a screen, it recognizes an RFID chip embedded in the nametag. The screen then

CHAPTER 5 Case studies

Omnivex

Omnivex

Omnivex



displays the attendee’s customized confer-ence schedule on the screen. Currently, the RFID feature is being used in sales demon-strations and site inspections.

“They are also using the network as a sales tool when touring with prospective custom-ers,” Endahl said. “A wireless key fob can change various signs to read ‘Welcome X company.’ ”

The result The Hyatt Regency management found that in addition to room information and meet-ing updates, the digital signage network could be used to display weather and flight information through RSS feeds, promote hotel services and run ads for attractions and restaurants in the Chicago area.

“Not only are the NEC LCD displays and digital signage software functional and ben-eficial to hotel guests, but they also provide an eloquently pleasing addition to the hotel décor,” said Martin Kwitschau, CEO of Hos-pitality Partners. “The display’s sleek frame and the screen quality enable an extremely high color scheme, which allows images on the display to match each location within the hotel. The displays look great and serve a useful purpose.”

The Hyatt Regency management says its guests are becoming informed more quickly about meetings and other happenings in Chicago. One of the best revenue streams for the network has been infomercials, which are shown when meeting informa-tion is not necessary.

“The experience has reached a new level,” Kwitschau said.

Royal Caribbean Nanonation When Royal Caribbean Cruise Lines (RCCL) launched its 3,600 passenger Free-dom Class ships, it needed a way to better promote its spa and fitness center services, which the cruise line says is best in class. RCCL turned to Nanonation, a digital sig-nage and kiosk software provider, to create a high-impact visual and auditory showcase of the ship’s high-end facilities.

Nanonation installed two 65-inch high-definition touchscreens outside the spa and fitness center. On the screens, Nanonation designed an HD interactive application that guides guests through all of the treatments, services and facilities available on ship. A “virtual concierge,” an actual person filmed in HD and then layered into the ap-plication, guides users through the system and makes recommendations on treatments and services.

In addition to the spa and fitness sections, the interface is used as an interactive way-finding application to guide users to other attractions and activities on the ship. Users easily can see a map and directions to areas such as the pool, rock climbing wall or restaurants.

The Mohegan Sun Hotel & Casino and Symon Communications Symon Communications, a digital signage provider based in Plano, Texas, points to the Mohegan Sun Hotel & Casino in Uncas-ville, Conn., as one of the best uses of hotel digital signage. According to executives Charles Ansley and Gus Sansone:





“The Mohegan Sun Hotel & Casino in Un-casville, Conn., has utilized digital signage in a hotel setting better than most and may be the best in the United States. Through its use of Symon Communications hard-ware and software systems, it displays all meetings and events, along with marketing images promoting all of the hotels’ ameni-ties. This is all presented with cutting-edge graphics, in all of the public areas and on the guest in-room channel.”

”It is implementing real-time scheduling in-formation for bus schedules interlaced with traditional casino marketing of its upcom-ing events and facilities. Implementation of wireless Symon Digital Appliances has en-abled it to change and modify the locations of signage without regard to the facilities previously planned wired locations.”

“In addition, it has integrated real-time point-of-sale meal-order information inter-laced with rich casino graphics in the food court area. For the majority of the 30-plus restaurants in this very large facility, it has added rich graphics mixed with the restau-rant’s daily menus. These portrait LCDs, mounted at eye level, add to the friendly customer service attitude that the Mohegan is known for in the industry.”

“The entire digital signage experience is well placed around the complex with world-class fixture design that fits very well into the theme and motif of the Mohegan’s unique style. No wonder they have become North America’s second-largest casino and are growing fast.”

The Manhattan Belvedere Hotel Downtown Manhattan is full of hotel op-tions for travelers, including large chains and

boutique hotels. In competition crowded marketplace, the small hotels are looking for features and amenities that will make them stand out among other small hotels as well as from the national and international chains.

The Manhattan Belvedere Hotel is a high-end boutique hotel that was looking to build on its luxury image while finding a way to better communicate and entertain its guests. The Belvedere prides itself on a high standard of customer service and its customer-oriented atmosphere.

The Belvedere decided to turn to a digital signage solution to achieve its customer service goals and enhance communication between hotel staff.

The hotel chose Burlington, Ontario-based ADFLOW Networks, a provider of digital



signage and interactive kiosk technology, and New York-based TTI Technologies In-ternational, a provider of self-service busi-ness centers, Internet kiosks, boarding pass kiosks and automated concierge services, to provide the digital signage network.

ADFLOW used a series of LCD displays that provide time-sensitive, relevant in-formation on flights, restaurants, weather, news and selected features, such as infor-mation on the Belvedere brand. Screens are displayed in various locations throughout the hotel, including the lobby, restaurant and guest laundry facility. Through the use of digital signage, ADFLOW says customers are entertained while waiting, which helps decrease their perceived wait times.

“The monitors simultaneously display a message ticker that scrolls along the bottom of the screen,” said Michael Link, Belve-dere Hotel general manager. “We welcome guests to our hotel as well as recognizing groups, special meetings and events. The monitor also loops through various hotel pictures with descriptions.”



DIGITAL SIGNAGE IN THE HOTEL INDUSTRY · digital signage division at LG. “When it comes to...

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