Elevating Guest Experiences: How Hotels Leverage Digital Signage
Hotels already operate the restaurants, spas, and event spaces that drive ancillary revenue. The challenge is getting guests to use them, and that is where digital signage earns its keep.
Industry analysis suggests a 200-room hotel at around 60% occupancy is sitting on more than $2 million in annual ancillary-revenue potential, and capturing even a small slice moves the needle: a $50 upsell on just 10% of stays at a 150-room property is over $270,000 a year. Screens placed across the property turn that potential into bookings while making the stay smoother for guests.
What Is Digital Signage in Hotels?
Digital signage uses screens throughout a property to communicate with guests: welcome messages, event schedules, promotions, directions, and service information. Teams control content remotely (for example, with Beam), keeping it accurate and consistent across every location.
Where Hotels Use Digital Signage And The Payoff
1. Lobby and Reception Areas
The first touchpoint. Display welcome messages, check-in guidance, and service promotions to help guests settle in fast, while cutting repetitive questions at the front desk.
2. Elevators and Hallways
Screens in transit areas keep promotions for spa, dining, and room upgrades in front of guests as they move, plus event reminders and brand messaging, repeated visibility across the guest journey
3. Restaurants and Bars
Display menus, daily specials, happy-hour offers, and featured dishes to speed decisions and lift on-property dining, a direct ancillary-revenue driver, especially given how many guests skip the hotel restaurant simply because they forget it exists.
4. Conference and Event Spaces
Event schedules, room allocations, and directional signage help attendees navigate large venues without confusion and reduce demands on staff.
5. Guest Rooms and Smart Displays
In-room screens surface hotel services, room-service menus, and entertainment, an always-on upsell channel at the moment of leisure.
6. Spa and Fitness Centers
Promote spa packages, class schedules, and health tips to fill open appointment slots and underused facilities.
How Hotels Benefit
Improved Guest Communication
Guests get clear, real-time information without asking staff, reducing friction and front-desk load (wayfinding alone offloads a surprising volume of questions).
Increased Ancillary Revenue
Promoting dining, spa, upgrades, and event packages at the right moment converts existing guests into higher-spending ones, the core of total revenue management.
Operational Efficiency
Digital updates replace printed materials, cutting recurring costs and manual work.
Measuring The Impact
Tie signage to the metrics hotels already track: ancillary revenue per available room, upsell capture rate (share of stays that take an upgrade or add-on), restaurant and spa utilization, and front-desk query volume.
Run promotions through signage and watch those numbers; the upside is concrete, not vague "engagement."
Why Beam for Hospitality?
Beam focuses on clarity and reliability, letting hotel managers update an entire property's screens from one dashboard. Schedule offers by location and daypart, keep messaging consistent across the property, and surface the right service to the right guest at the right moment, so the facilities you already run get used.
Give guests what they need exactly when they need it. Start at usebeam.io.
Summary
Hotels use digital signage to improve communication, ease operations, and, most valuably, capture ancillary revenue from facilities they already operate. With centralized control and real-time updates, screens become a quiet, always-on sales channel across the entire guest journey.
Sources
Hotel Management, The revenue opportunity hotels are missing after check-in: https://www.hotelmanagement.net/revenue-management/2m-revenue-opportunity-hotels-are-missing-after-check
Look Digital Signage, Hotel upsells with digital signage: https://www.lookdigitalsignage.com/blog/hotel-upsells-digital-signage
Scala, Digital signage and hotel guest experience: https://scala.com/en/resources/blogs/digital-signage-hotel-guest-experience/
What content works best in hotels?
Welcome messages, event schedules, dining and spa promotions, upgrade offers, and local information relevant to guests.
Why is digital signage important in hotels?
It improves communication, enhances the guest experience, and drives ancillary revenue by promoting on-property services at the right moment.
Can hotels update signage remotely?
Yes. Content is managed and updated remotely from a central dashboard.
Where should screens go?
High-traffic, high-dwell areas: lobbies, elevators, restaurants, event spaces, guest rooms, and wellness facilities.
Does digital signage increase hotel revenue?
Yes. Promoting services and upgrades directly to in-house guests lifts ancillary revenue, often a large untapped opportunity even at modest occupancy.