27 February 2019

By Steve HANRAHAN, Business Development Manager – AURES UK

Keeping guests happy is part of a hotel operator’s DNA. From check-in to check-out, hotels do their best to cater for their customers’ every need, striving to provide outstanding on-demand service to make their stay as pleasant as possible.

Yet having staff ready at guests’ beck and call around the clock is a costly business. And in today’s increasingly digitised world, many people would prefer the option to help themselves anyway.

Digital signage fulfils two needs in one. With modern touchscreen technology, digital signage can be used throughout a hotel to provide self-service options, improving guests’ experience with faster, accessible, on-demand assistance whilst taking the strain off staffing levels. At the same time, digital signage can be used to keep guests informed and even entertained.

When combined, these functions can provide your hotel with a virtual concierge system that boosts customer service with 24/7 availability. Here are some ideas for how it looks in practice.


There are times when guests arrive at reception, whether to check-in, check-out, book a taxi or ask for advice about local attractions, and there is nobody there – especially late at night. Rather than face a wait for service, touchscreens can be deployed at reception with the right management software to allow patrons to do everything from settle their bill to book a place on an excursion the next day.

This kind of function can be extended anywhere within the hotel. In the restaurant, you could have digital reservation screens set up so guests can book a table at their convenience. To reduce demand on waiting staff at busy times, you could have small touchscreens at tables for placing orders and even for paying. Similar systems could be used for booking appointments in the spa, and room service could be made more efficient with order-taking kiosks in rooms, saving on the need to make a phone call.


Digital signage doesn’t need to be touchscreen and interactive to have a positive impact on a guest’s stay, although it does add an engaging dimension. Digital displays can be deployed for a variety of purposes to keep visitors informed about goings on in the hotel and the surrounding area, as well as provide entertainment.

Large TV wall screens have long been used to show news feeds, live sporting events and films in reception areas, bars and other communal spaces to give guests something to watch while they sit and wait or have a drink. But with the latest technology, every ‘smart’ screen is effectively a standalone computer and can be set up, via the internet or internal networks, to fulfil multiple functions.

One very useful option is to have signage within the hotel showing a visual room directory and plan to help guests find their way around. This is particularly helpful for fire safety compliance by making sure evacuation routes are clear and obvious. Touchscreens could be used to act as route finders, letting guests type in a destination with instructions on how to get there displayed on the map.

Finally, digital signage is still a very useful promotional tool. From local excursions and attractions to special offers in the restaurant and upcoming entertainment, digital screens can help to cross-sell additional revenue streams.

For more information about AURES digital displayssmart screens and kioskscontact our team today