Your hotel could be the best part of someone’s stay away from home. But when customers encounter confusing information, long lines, or inconsistent messaging, they remember. And often, they choose a different hotel brand for their next trip.
Digital signs help hotels and casinos connect with and inform customers, making every moment matter. Those screen-based signs can replace static posters, paper schedules, and verbal explanations, resulting in a more professional atmosphere.
Pairing visuals with curated background audio is even more effective in creating a cohesive experience for all of your customers. With companies like Pandora CloudCover, blending like this is easier than ever before.
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Why Hotels Are Investing in Digital Signage
Digital signage improves operational efficiency and the guest experience. A central dashboard makes changing content easy, in one location or across an entire enterprise.
Customers have choices, and with 1.3 billion guest nights booked annually, hotels have a lot on the line. Digital signs can make a real difference.
Of hotel guests notice background music
Say they would stay longer in a hotel bar if they like the music
Of hotel lobbies feature background musicSource
Improve Guest Communication & Wayfinding
Hotel rooms are smaller than they were 20 years ago. Hotels are using that extra space for co-working spaces, lively bars, and extensive exercise rooms. Those added benefits mean nothing if customers can’t find them.
Digital signage can help customers navigate a modern hotel campus, and those screen-based signs can answer common questions, such as timing for check-in and the availability of amenities.
Enhance Brand Perception & Professionalism
Digital signs are modern and clean, unlike the paper posters of years gone by. They’re also easy to update with critical information.
During the pandemic, hotels used digital signs to reassure customers of their cleanliness protocols, leading to higher levels of confidence. Today, hotels can use their signs to discuss upcoming weather events, safety precautions, and more.
Increase On-Property Engagement & Revenue
Hotels are experiencing an increased demand for events and meetings. Digital signs can help to promote those events and help participants to find their rooms quickly.
Those signs can also help to promote ongoing amenities, such as room upgrades and dining experiences.
Key Areas Where Hotels Use Digital Signage
Hotels consist of utility-based zones. Each one serves a different purpose for guests and should be supported by slightly different content.
| Benefit | How Digital Signage Helps | How Audio Enhances the Impact |
|---|---|---|
| Improved Guest Experience | Provides clear, visual guidance for check-in, amenities, and events | Curated background music creates a welcoming atmosphere that reinforces visual messaging. |
| Reduced Perceived Wait Times | Engaging screens distract guests during check-in or concierge queues | Music fills silence and keeps guests relaxed while waiting. |
| Stronger Brand Consistency | Ensures consistent visuals, promotions, and tone across the property | Audio branding reinforces the hotel’s personality and guest expectations. |
| Increased On-Property Revenue | Promotes dining, spa services, upgrades, and events in high-traffic areas | Music sets the emotional tone that encourages guests to linger and spend. |
| Operational Efficiency | Eliminates printed signage and enables real-time updates across screens | Music reduces the need for repeated verbal explanations from staff members. |
| Multi-Zone Control | Tailors content by area (lobby vs. spa vs. bar) | This can match music tempo and volume to each zone for a cohesive experience. |
| Scalability Across Locations | Centralized content management for multi-property brands | Unified audio control ensures consistency across all hotel locations. |
Lobby & Reception Areas
The lobby’s screens should provide welcome messages, check-in instructions, and wayfinding information. Promotional content can highlight loyalty programs and rewards points.
These signs can help to introduce visitors to the brand while reducing wait times during busy periods.
Elevators & Hallways
Digital signs can promote on-property amenities, such as exercise rooms and cocktail lounges. Signs can also promote events that customers could attend during their visit.
Screen-based signs can also provide wayfinding cues, helping visitors get to their desired location without confusion or anxiety.
Conference & Event Spaces
Digital signage can support the event by providing room schedules with start times. Event sponsors can provide short ads for the signs, and directional cues can help participants navigate the space.
Since events happen in real-time, those signs should offer flexible content scheduling. The information should change often.
Restaurants, Bars & Pool Areas
Digital menus can be updated in real time, so customers never order something that isn’t available. Content can promote drink and food schedules, and event reminders can help visitors plan their day.
Visuals should match the tone set by the background music, so visitors always feel relaxed and comfortable.
The Power of Pairing Digital Signage With Hotel Audio
A unified environment, where the signs and the background music complement one another, makes for a more pleasant experience.
| Benefit | How Digital Signage Helps | How Audio Enhances the Impact |
|---|---|---|
| Improved Guest Experience | Provides clear, visual guidance for check-in, amenities, and events | Curated background music creates a welcoming atmosphere that reinforces visual messaging. |
| Reduced Perceived Wait Times | Engaging screens distract guests during check-in or concierge queues | Music fills silence and keeps guests relaxed while waiting. |
| Stronger Brand Consistency | Ensures consistent visuals, promotions, and tone across the property | Audio branding reinforces the hotel’s personality and guest expectations. |
| Increased On-Property Revenue | Promotes dining, spa services, upgrades, and events in high-traffic areas | Music sets the emotional tone that encourages guests to linger and spend. |
| Operational Efficiency | Eliminates printed signage and enables real-time updates across screens | Music reduces the need for repeated verbal explanations from staff members. |
| Multi-Zone Control | Tailors content by area (lobby vs. spa vs. bar) | This can match music tempo and volume to each zone for a cohesive experience. |
| Scalability Across Locations | Centralized content management for multi-property brands | Unified audio control ensures consistency across all hotel locations. |
Aligning Visuals With Audio Branding
Screen motion, colors, and messaging should match the vibe set by the background music. For example, hotels playing upbeat pop in the bar should have bar screens with bright colors and flashing graphics. A mismatch is confusing.
Reinforcing Messages Through Multiple Senses
Customers remember messages that visit them through more than one medium. A screen with a promotional message is more powerful when parts of that message are read aloud through the speakers.
Choosing the Right Digital Signage Solution for Hotels
Hotels need systems that are reliable and controlled remotely. Reinforcing brand consistency is easy when owners stay in control through one unified dashboard. The right hardware also ensures that messages are crisp.
Hardware Considerations
Hotels need commercial-grade screens, not consumer televisions. Commercial screens are brighter, so they’re easier to read in brightly lit spaces, and they tend to stand up to heavy use without breaking.
Software & Content Management
Hotel employees are busy, and the right partner won’t add to the workload. Content should change on a schedule set in advance. Day-parting allows for the messages to shift as the hours progress, making a more harmonious experience. A dashboard controlled remotely allows for emergency messages and updates across all locations.
Managing Audio & Signage Together
Pandora CloudCover offers one platform to control music, messaging, and digital signage management. With one login, staff members can create, adjust, and schedule all of their messages and deploy them across the brand.
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Digital Signage Use Cases by Hotel Type
Digital signage strategies vary by factors such as guest intent, length of stay, and property style. Digital signage and audio are adaptable tools that scale across different hotel environments, from ski resorts to casinos to convention centers.
| Hotel Type | Signage Use Case | Primary Benefit |
|---|---|---|
| Boutique Hotels | Branded visuals, local experiences | Brand differentiation |
| Business Hotels | Conference schedules, wayfinding | Efficiency & clarity |
| Resorts | Activity schedules, dining promos | Increased on-site spend |
| Extended Stay | Guest info, service reminders | Reduced staff load |
Getting Started With Digital Signage in Your Hotel
This simple checklist can help you start using digital signage effectively in your hotel or motel.
- Audit your guest touchpoints, such as the lobby, elevators, dining, and event spaces.
- Define your brand’s tone and audio-visual identity.
- Align signage schedules with music through day-parting.
- Pilot signage in one area before full deployment.
- Train staff members on content updates and monitoring.
Why Choose CloudCover for Hotel Digital Signage
With one contract, you can share music, messaging, and signage with your customers. Multi-location management and scheduling make it easy for you to deliver a consistent experience across your brand. Contact us to book a demo or consultation, or try it free for 14 days.
Frequently Asked Questions
Can digital signage reduce front desk workload?
Yes. Your signs can reduce the number of questions your front-line staff must answer.
Can we schedule different content by time of day?
Yes. This feature is called day-parting, and it’s included in your Pandora CloudCover contract.
Does digital signage work across multiple hotel locations?
Yes. It’s easy to create and share content across your entire brand. We make the process seamless.
Do we need new hardware to add signage?
It depends. If you already have digital screens, you may not need new versions. We can talk to you about what you have and advise.
How does signage integrate with background music?
Digital signage can complement the background music you share, creating a harmonious experience for guests.
References
Our Industry. American Hotel and Lodging Association.
Hotel Rooms 20 Years Ago Were Twice as Large as Some of Today’s Offerings. (November 2015). USA Today.
Cleanliness and Communication Continue to Drive Hotel Guest Satisfaction. (July 2020). JD Power.
Demand Surges for Meetings and Events at Hotels, but Not Evenly. (July 2023). CoStar.
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