Tap into the flexibility of digital signage
By Nicole Valencia, marketing coordinator at JANUS Displays.
To increase guest satisfaction, give them access to digital signage, says Frank Coccaro of MGM Resorts International. And this access isn't limited to lobby displays. In fact, MGM takes a holistic approach to the deployment of digital signage, looking for opportunities even in the "nooks and crannies" of its properties.
"We make sure that when guests leave their homes, they have various and wonderful opportunities to enjoy their stay," Coccaro said "[It's] not just food and beverages and entertainment, [we believe in providing] an interactive component to let [guests] become immersed … [giving them] a more hands-on approach for the kind of evening and day they want to have."
Sandra Breading of Marriott International agrees.
"Any screen that can be used to provide information and data becomes digital signage and a communication board," she said, adding that Marriott makes sure its digital signage solutions are flexible and easy to use.
Regardless of the type of property, a digital signage solution should incorporate the ability to display events and meetings, though the types of events and meetings will likely vary by location. One resort may want to advertise its spa specials, while another hotel may want to announce its employee of the month. Properties also may want to advertise specials at on-site restaurants, and digital signage makes changing over from one meal to another meal simple.
Coccaro says that MGM deploys digital signage in the nooks and crannies of its properties to better empower guests to customize their visits and stays. From finding directions to different locations on site and information about local entertainment and food options, to learning about sister properties, MGM uses its digital signage solutions as an extension of its brand and of its staff.
In our experience, we find digital signage most often is used to display the following types of information:
Wayfinding: Custom interactive, dynamic, or static maps will ensure visitors and guests easily find their desired location. This type of digital signage solution can reduce staff interruptions and increase visitor satisfaction.
Event directories: Display an event schedule (by the day or for the week) in heavily trafficked areas like entryways. Mix up the event slides with advertisements for on-site amenities.
Meeting room boards: Include information about current and upcoming events on digital displays outside of meeting rooms. Incorporate corporate and personal logos, and display upcoming events, the time, weather, and other information. No events that day? No problem. Schedule a custom advertisement or location-specific information.
Personnel and building directories: Large hotels and resorts, and other locations with complex layouts, will benefit from using digital directories. A digital signage solution also makes updating this information easy.
Donor boards: Use interactive touch screens or a digital display to recognize and thank donors. Digital donor boards also eliminate the cost and time associated with printing traditional donor plaques.
"The future of digital signage is anything we want it to be," Breading said. "For [Marriott] it’s going to be about … [making] the content relevant for you no matter where you go [and having] the most meaningful and relevant data at the right time – in the lobby, in the hallway, or in your room."
Cocarro separately agreed. He says that when visitors arrive at an MGM property, they’re expecting the same types of amenities and abilities that they have at home, be it accessing streaming services on television or using high-speed Internet.
For MGM, says Cocarro, "the hotel is available in your room," such as when guests want to make a reservation or push back a checkout time. "You can do it in your robe rather than having to go down in your suit."
Image via JANUS Displays.
Companies: JANUS Displays