Before starting to install a digital signage system in a hotel, it must be clear who will manage the contents and give technical support of the network, to avoid subsequent setbacks.
by Richard Santa
Digital signage in hotels in Latin America is still incipient, and although between 2010 and 2011 the number of facilities grew by 25%, the lack of knowledge about their uses and benefits on the part of hotel managers has not allowed greater penetration.
This is maintained by professionals in the audiovisual industry who work in this segment. Germán Robles, director of Kolo Academy in Mexico, said that "digital signage is in a primary state of development. Many hotels have not seen the potential it has to attract, keep and entertain their guests."
He added that these systems allow you to have control of what happens and even be able to count on the modification of content automatically (case such as widgets for weather status, forecasts, news, etc.), as well as generate an appropriate message for the target of each hotel.
For his part, Sergio Salimbeni, CEO of Activus Latin America, a company located in Argentina, said that "what is the use of 'stand alone' and centralized digital signage networks must be differentiated. In the region, there are practically no digital signage networks in hotels, while there are some "stand alone" applications.
Of the countries in the region that have most developed this segment of the audiovisual industry, Mexico and Brazil stand out, both in tourism and business hospitality.
What kind of hotels are installing these systems? According to Sergio Salimbeni, they can be differentiated with two examples: one of them is the use in tourism hotels in Mexico, and another is the use in business hotels, such as in Sao Paulo, Brazil, where it is common to find both indicator screens and interactive "kiosks" in this type of establishments.
For Germán Robles, the hotels that are interested in these systems are those that belong to large chains, in which digital signage is most used for corporate or institutional communication.
Lack of space
The hotels that have been advancing the installation of digital signage have focused directly on the lobby or reception, seeking to help the guest find some service or to perform quality controls on the stay in the hotel, but they are not taking advantage of other areas of the building.
The Director of Kolo Academy said that many facilities are leaving aside the advertising potential that is counted in the hotels, both in the common areas and inside the rooms, which have a high level of audience.
Sergio Salimbeni explained that sometimes the installation begins with a digital screen in the lobby, which is complemented by a smaller screen on the front desk. "Then, in general, other LCDs are located between the elevators, only in PB or on each floor. Finally, the 'totem' or 'kiosks' are installed for consultations in the lobby. These, sometimes, have the possibility of printing the information sought in them."
What screens to use?
The installation of digital signage screens in hotels has two options according to the function that will be given: only communicate a message or allow the interaction of visitors to complete a survey or to inform the guest about the activities, tourist places or promotions available.
When looking only to communicate, it is customary to use screens from 32" to 40", while to generate interactivity touch screen monitors or small format kiosks are used, between 20" and 26".
"In hotels with large lobbies it is possible to install video walls or large format screens, to give a different experience to the guest," said Germán Robles.
What experts recommend is to always use professional monitors both LCD and LED, because they have constructive characteristics that make them appropriate for digital signage applications, including the useful life and the possibility of installing them vertically without producing deformations of images over time.
Sergio Salimbeni said that LCD televisions should not be used, because they do not have the characteristics required by the system.
Contents, the "Achilles heel"
Normally the contents issued on the digital signage screens installed in the hotels are institutional such as tourism, promotions, headline news, weather, exchange rate, bar, restaurants or interactive ones that allow quality control with the option of answering surveys when they include service kiosks, which also help the passenger to find / book services.
Germán Robles indicated that the administration of the contents is usually local, although a digital signage system allows to have a centralized control and, as the case may be, automated.
"This point is of vital importance, since the administration and creation of content is the Achilles heel of many digital signage systems, which due to lack of advance planning, find themselves with a beast that they cannot feed and ends up disinteresting the public," he said.
But hotels or system operators should look for fresh and attractive content, depending on the frequency of replacement of the hotel and oriented to the specific target.
In addition, there is the possibility that these circuits generate an income from advertising or commercial agreements, which can transform costs into an investment that not only pays for itself, but also generates a profit. So the investment will go unnoticed very quickly.
Sergio Salimbeni added that the management of content in systems not connected to a network, that is, stand alone, is taken care of by the same people of the hotel. In DOOH systems, in which the screens are part of a digital network through the Internet, the administration of the contents is the responsibility of the service provider company.
What is the cost of these projects?
To face a project of this type and its magnitude, factors such as the number of hotel guests, target, number and size of the common areas and what type of service you want to offer come into play.
Germán Robles indicated that once the project is sized, its cost can be calculated, although to simplify, they are segmented into two types of solutions:
1. Where the hotel buys the necessary equipment and requests that someone internal or external manage it and the cost will be directly linked to the amount of equipment and the type of upgrades.
2. Request a rental service from an integrator, for a monthly fee that can be between US$80 to US$200 for each point, depending on the level of service and equipment required. You can count on as large a network as desired to meet the need of the hotel.
Proceeds
Hotels that have a digital signage network can count on benefits such as the following:
• Helps create a pleasant and warm atmosphere for guests in the common areas.
• Differential service.
• Possibility of generating income from local or regional promotions, using virtual tours or marketing advertising spaces.
• It is possible to perform an Integration with CRM (customer Relatioship Manager) customer management systems for service customization.
• Speed up check-in/out processes and handling frequent customers.
• Integration with loyalty programs.
• Increased sales in additional services such as bars, spa or other amenities.
• Internal promotion of services and facilities.
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