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Jordan Hollander
CEO @ HotelTechReport
Jordan is the co-founder of Hotel Tech Report, the hotel industry's app store where millions of professionals discover tech tools to transform their businesses. He was previously on the Global Partnerships team at Starwood Hotels & Resorts. Prior to his work with SPG, Jordan was Director of Business Development at MWT Hospitality and an equity analyst at Wells Capital Management. Jordan received his MBA from Northwestern’s Kellogg School of Management where he was a Zell Global Entrepreneurship Scholar and a Pritzker Group Venture Fellow.
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Choosing the right Digital Signage & Lobby Technology for your hotel depends on several variables some of which come down to personal preference but most of which come down to the characteristics of your property. Is your hotel a small property with limited budget? Or is your property a luxury resort with lots of outlets and high ADR? Below are HTR’s defined key personas based on common property characteristics that typically indicate similar product choices.
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What it does:
Communicates important information to guests, customers, event attendees, and employees, like schedules, directories, menus, maps, local weather, and recommended things to do.
Showcases videos, art, entertainment, ads, and other types of content to build and strengthen relationships with guests and employees. You can create your own custom content within your digital signage system’s content management dashboard, or you can partner with a vendor on content creation.
How it adds value:
Boosts guest engagement and guest review scores with clear communication. With digital signage that’s easy to find and understand, guests won’t worry about missing the airport shuttle or arriving late to a meeting because the necessary information is clear and accessible.
Drives revenue to outlets through promotion of special offers. Videos, photos, and interactive content on eye-catching screens in your lobby and public areas are compelling marketing materials. Digital signage can encourage guests to spend in your F&B outlets, spa, fitness center, and shops, leading to incremental revenue.
Content management system: Create, edit, and organize your digital signage assets in one dashboard.
Content templates: Drag and drop your text, photos, and videos into templates that make your digital signage look clean and professional - with no coding required.
Dynamic content feeds: Pull in external content sources that update automatically, such as local weather, flight trackers, event listings, and sports scores.
Digital concierge: Let guests interact with your digital signage content via a touchscreen, giving them the ability to book restaurant reservations, explore a digital map, see event schedules, and more.
Meeting room features: Functionality designed specifically for meetings and conferences can add value to event-heavy hotels. Branded templates, function space signage, and digital whiteboards can keep attendees engaged and informed.
Content creation: Some digital signage vendors offer content creation services, in which a graphic designer will create content for you based on specifications you provide.
Enclosures and displays: A flatscreen TV or computer monitor isn’t always the best hardware on which to showcase digital signage; instead, consider using high-tech touchscreens and durable enclosures built to withstand frequent use and environmental factors like heat and humidity.
Digital signage pricing involves two components: hardware and software. The hardware, which includes the screens on which you show digital signage and the server where you store your content, ranges in price depending on your needs. You can repurpose a TV or computer screen for digital signage, which can cost just a couple hundred dollars, or you can invest in a state-of-the-art touchscreen for several thousand dollars. Should you require a standalone digital signage player, you’ll pay between $1000 and $2000 for one.
The software cost can also vary based on your needs. If you have limited digital signage needs or you’re just interested in trying a solution before committing, you can find free digital signage software, but these systems often come with limitations on the number of screens or users. For upgraded functionality with minimal upfront investment, you can opt for cloud-based digital signage software, which gives you full access to functionality but stores your content in the cloud, rather than on your own server. This option usually comes with a monthly fee between $50 and $100. The third option, which may be best for large hotels with complex digital signage needs, is a license model. You’ll pay one up-front fee, usually between $1000 and $3000, for full lifetime access to the digital signage system. With this arrangement, you’ll store all your content on your own server.
Setting up digital signage is usually quite straightforward. You’ll need to procure and install your hardware (monitors) wherever you want them and connect them to your digital signage system. You’ll also need to create your digital signage in your content management system. Content creation might involve connecting third-party data like local weather or flight trackers, or inputting your own data like menu items or airport shuttle schedules. The last step is to configure your signage to show on the right monitors at the right time. You can build signage schedules in your digital signage system (for example, setting the cafe menu to switch from breakfast to lunch at 11:30am) and sync them to the appropriate monitors.
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