Digital Signage is Poised for Massive Growth in the Hospitality Industry

In recent years, digital signage has become widely used across a range of industries. The hospitality industry is just one example.

The increased usage of digital signage in hospitality isn’t a trend that’s likely to slow down anytime soon. On the contrary, it appears digital signage is likely to continue becoming even more common at hotels, resorts, and other such businesses.

Keep reading to learn more about potential future developments. This overview explains why anyone working in the hospitality industry should prepare for the increasingly critical role digital signage may play.

Hospitality Industry
Hospitality Industry

Why Digital Signage is On the Rise in the Hospitality Industry

Digital signage has become very popular among hospitality businesses simply because it has so many potential applications in these settings. Self-service digital signage kiosks allow guests to check in or check out without having to wait for a staff member to assist them. These kiosks also let guests of hotel or resort restaurants order their own food instead of waiting for employees to stop by their tables. Digital signage can also help guests navigate large properties, list menu items, and on-site amenities, provide multilingual communication, and much more.

This wide range of applications is among the chief reasons the digital signage market’s global value reached $21.1 billion in 2020. Experts believe its value will continue to rise as more businesses and organizations embrace the benefits this technology can offer.

Again, hospitality is by no means the only industry where digital signage can be of use. Digital signage is also becoming more widespread in retail, education, transport, and numerous others.

However, professionals in both the digital signage and hospitality sectors believe hospitality is one of the industries where digital signage is poised for the most dramatic growth for one key reason: hospitality businesses prioritize offering customers convenient services and immersive experiences. Digital signage can help them do both more easily than ever before.

Along with the examples mentioned above, hotels and resorts have also used digital signage to improve everything from vending machines to the way guests take advantage of in-room services. Some hotels have even started using robots that leverage digital signage technology to serve as artificial concierges. 

However, there’s another reason digital signage’s growth in the hospitality industry may be faster than its growth in some other sectors. Whenever a new technology that could potentially replace human workers comes along, naturally, the people who fill those roles push back, trying to prevent technology from taking their jobs.

This is an understandable concern. That said, when it comes to the way digital signage will be used in the hospitality industry, it’s an unnecessary one. A McKinsey analysis determined that the vast majority of occupations in the hospitality industry are safe. Even without digital signage, existing technology could perform nearly 75% of tasks at hospitality businesses.

It doesn’t, though. Hospitality professionals appear to understand that guests still prefer a “human touch” to the experience of staying at a resort or hotel. Thus, instead of using technology to replace human workers, hospitality businesses tend to use technology to offer new services and amenities while also allowing human employees to provide even stronger service than they otherwise could. 

Additionally, because digital signage must be maintained, and also offers the most value when those using it consistently generate new content, many believe digital signage will actually create job opportunities in hospitality. This means it’s unlikely that people resistant to change will try to keep digital signage from growing in this sector.

Remember these points if you’re a hospitality professional. It’s extremely likely your competition will be taking advantage of this technology to an increasing degree in the coming years. You should do the same.

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