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How is digital signage changing hospitality?

Through digital signage and Pro AV more broadly, hospitality companies are creating spaces that evoke an emotion.

Photo: Adobe Stock

April 22, 2026 by Bradley Cooper — Editor, Connect Media

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Hotels are no longer just a place to spend the night during a work trip or vacation. Guests expect a better experience that suits their needs. That's why more hotels and hospitality companies are embracing digital signage.

Through digital signage and Pro AV more broadly, hospitality companies are creating spaces that evoke an emotion, whether that's 3D displays by the pool, virtual avatars to help guide guests around the property or other features.

To learn more about how digital signage is changing hospitality, Digital Signage Today spoke with Almo Pro AV's hospitality team: Gregory Kokorda, director of FF&E Sales, Karen Castaño, VP of Hospitality and Ashley Parrent, director of sales, Hospitality in an email interview.

Photo: Almo Pro AV: Gregory Kokorda, Karen Castaño, Ashley Parrent

Q: When looking at Pro AV in hospitality, what would you say the biggest trends are?

Castaño, Parrent, Korkoda: One of the biggest trends is the convergence of Pro AV with FF&E to create truly immersive environments that elevate the guest experience. Hospitality spaces are no longer designed in silos; audio, lighting and display technologies are being thoughtfully integrated with furniture, outdoor spaces and appliances to create cohesive, experiential settings. For example, combining sound, lighting and visual displays with outdoor furniture and amenities can transform a patio or pool area into a tranquil, engaging environment for guests to enjoy.

At the same time, customers are prioritizing AV solutions that are intuitive, easy to maintain, and scalable across multiple properties. Experience has become the key differentiator, and integrated, end-to-end solutions are increasingly the preferred path for hospitality operators looking to deliver consistency and impact at scale.

Q: What has your experience been in the Pro AV industry and how has it changed over time?

Castaño, Parrent, Korkoda: Over the years, Pro AV in hospitality has evolved from simple, standalone in-room solutions into full-property digital ecosystems. What once consisted primarily of basic TVs and lobby signage has expanded into immersive, guest-facing experiences supported by sophisticated content management platforms and integrated control systems.

There is also a much stronger emphasis on data and intelligence. Hotels now expect insights into guest behavior, engagement levels and device health so they can optimize performance and make more informed operational decisions. Overall, the industry has become faster-paced, more software-driven and increasingly focused on delivering long-term ROI for property owners while enhancing the guest experience.

Q: There's a lot of noise competing for customer's attention. How can displays in hospitality stand above that noise?

Castaño, Parrent, Korkoda: Displays stand out when they are part of a larger, integrated ecosystem rather than as standalone elements. By aligning displays with complementary product lines and technologies, hospitality providers can create a single point of purchase that adds real value, saving time, simplifying deployment, and improving ease of transaction for both operators and guests.

Equally important are strategic placement and compelling, dynamic content. Displays should be positioned where they naturally support the guest journey and deliver property-specific messaging. To truly rise above the noise, content must be useful, whether that's real-time event schedules, transportation updates, local recommendations or relevant promotional offers that enhance the guest experience rather than interrupt it.

Q: How important are interactive components for displays in hospitality? (i.e. QR codes or touchscreens?)

Castaño, Parrent, Korkoda: Interactive elements are increasingly important, but only when used with clear intent. QR codes offer a frictionless way for guests to engage without touching shared surfaces, making them ideal for menus, event details, digital guides and loyalty sign-ups.

Touchscreens continue to play a valuable role as well, particularly for wayfinding and self-service kiosks. However, their success depends on intuitive design, reliability and ongoing maintenance. When interactivity is purposeful and well-executed, it enhances engagement and convenience.

Q: Where do you see the Pro AV hospitality space going?

Castaño, Parrent, Korkoda: Going forward, hospitality AV will be more connected, more intelligent and more immersive than ever before. Systems will increasingly operate as part of a unified digital ecosystem, enabling seamless guest experiences across meeting spaces and public areas. Sustainability will also play a larger role, with energy-efficient technologies, smarter controls and remote management tools becoming standard rather than optional.

Q: Anything else you'd like to add?

Castaño, Parrent, Korkoda:Pro AV has evolved into an essential component of the hospitality guest journey. It's no longer a nice-to-have. Properties that invest in thoughtful, integrated AV solutions are the ones creating memorable experiences and building stronger brand loyalty.

Beyond the core technology, it's equally important to consider FF&E components, displays, mounts, kiosks and interactive stations, which need to be seamlessly integrated into the design of the space. Thoughtfully integrated AV enhances functionality and usability, as well as aesthetics, ultimately delivering a more engaging and cohesive guest experience.

About Bradley Cooper

Bradley Cooper is an experienced editor for Connect Media. He has written across a wide range of beats, ranging from food to digital signage to banking, and is the current editor of ATM Marketplace and Food Truck Operator. His background is in information technology, advertising, and writing. When he’s not crafting a story, you can find him going for a run or spending time with his wife and three sons.

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