Why it’s time to rethink the role of the hotel TV

By Jake Benner
Historically, the in-room hotel television has been treated as a necessary expense, important but rarely seen as a strategic driver. The same went for digital signage in public spaces, often used to share basic information without much thought to revenue or ROI.
That dynamic is shifting.
Forward-thinking hotel leaders are reimagining these displays as revenue-generating, efficiency-driving platforms that benefit both guests and operators. By moving beyond their role as endpoints, in-room TVs and digital signage are evolving into strategic hubs for engagement, personalization and long-term growth, a transformation with lasting impact on both operations and profitability.
Personalization that drives loyalty
Today’s travelers expect to carry their personal content and preferences seamlessly from home to hotel—and the in-room TV is central to that experience. Casting from a phone or tablet is no longer a perk; it’s the baseline.
Whether streaming a favorite series, following a fitness routine or sharing vacation moments, guests want the same seamless interaction they enjoy at home. To deliver on that expectation, support for both Apple AirPlay and Google Cast is no longer optional—it’s essential.
This capability goes beyond convenience; it directly impacts guest satisfaction, loyalty and brand reputation. Hotels that enable personalization see stronger reviews, repeat bookings and higher overall guest value. Some systems support only one casting protocol, while others include both—giving operators confidence they can meet the full spectrum of guest preferences without compromise, or added cost and complexity.
How in-room screens drive revenue
Hotel TVs and public displays are no longer passive fixtures; they are becoming profit centers. Dynamic ad insertion, partner promotions and targeted upsell offers turn screens into revenue streams—delivered in ways that feel seamless to guests.
Platform-based display ecosystems put content control in the hands of operators. From spotlighting high-margin services to promoting on-property events, hotels can deliver timely, relevant messages from a single, centralized interface. This results in enhanced guest engagement paired with measurable financial returns. For leaders focused on loyalty and profitability, the screen is no longer just part of the room—it’s part of the business model.
Optimizing efficiency, elevating safety
Profitability also depends on smarter operations. Connected displays now integrate with energy management, remote provisioning, asset tracking and safety alerts—extending their role well beyond guest entertainment.
Advances in web-based management allow staff to update or configure in-room TVs using a smartphone or tablet, often without entering the room. The result: reduced labor, faster deployment and consistent performance across properties—all while enhancing operational control and safety.
Consolidated solutions for smarter scaling
As display strategy takes center stage, choosing the right partner becomes a strategic decision. Success depends not only on the quality of the product but also on the strength of the platform, the ease of integration and the reliability of service and support.
A single-source provider that delivers everything—from entry-level TVs to premium OLEDs, plus digital signage and software solutions—simplifies the technology lifecycle. Procurement, training, support and upgrades become more efficient and consistent.
For owners and operators, consolidating with one trusted partner means less complexity, greater scalability and stronger brand consistency across properties—ultimately creating a foundation for both operational excellence and long-term growth.
Beyond the screen
In today’s competitive market, where every guest touchpoint matters, hotel displays should be seen as growth engines rather than utilities.
When operators view in-room TVs and public display digital signage as strategic platforms, they open up powerful new ways to drive revenue and increase efficiency while delivering the kind of personalized, modern experiences today’s travelers expect.
And when they align with the right technology partner, one equipped to support them throughout the guest journey, they position themselves for long-term success.
The technology is in place. The potential is clear. The question is: are your displays driving the results they could?
Jacob Benner leads hospitality business development at LG Electronics USA, the largest provider of hotel TVs in the U.S. 
This is a contributed piece to Hotel Business, authored by an industry professional. The thoughts expressed are the perspective of the bylined individual.
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Source: hotelbusiness.com