Digital Signage in hotels and restaurants: An interview with Jessica Kalla, Managing Director of ACCENTA
In today's digital world, hotels and restaurants are faced with the challenge of creating a modern and engaging experience for their guests. One way to achieve this is through the use of digital signage, with a variety of displays both indoors and out. In this interview, Jessica Kalla, Managing Director of Hamburg-based ACCENTA, explains how the technology is benefiting the industry and the advantages it offers.
Ms Kalla, why should hotels and restaurants be interested in digital signage?
Digital signage is not just a trend, it is an effective solution for improving communication and customer loyalty. It allows hoteliers and restaurateurs to update information in real time and tailor it to specific target groups. Think digital menus, interactive touch systems for guests or personalised welcome messages in the lobby. It looks professional and inviting to guests and creates a seamless connection between the digital and physical environments.
What are the specific benefits of digital signage in practice?
The first major benefit is flexibility. Content can be changed at any time - whether to respond to last-minute changes to the restaurant menu or to advertise special events and offers. Digital signage also enhances the guest experience, for example by helping guests find their way around the hotel or providing entertainment in waiting areas. This means less manual effort for staff, as updates can be controlled centrally.
Can you give an example of one of your projects?
We recently had a multifaceted experience at a hotel in Qatar using our displays and user-friendly software. We equipped the 5-star hotel with around 20 attractive and slim displays in the reception area, outside the restaurants and in the business centre as meeting room signage and directional signs. The reaction of the hotel management has shown us how well the installation supports the hotel's operations by reducing staff workload and ensuring that the information provided is always up to date. In addition, visitors receive visible added value in the form of tailored, up-to-date and emotionally appealing messages.
What should buyers be aware of during implementation?
There are a number of important points. Firstly, it is crucial to select the right hardware and software to meet the specific needs of a hotel or restaurant. Displays need to be designed for continuous operation and monitored by software to ensure operational safety. In the hotel sector in particular, displays should also blend in well with the architecture. Centralised control of content via a cloud-based platform is also an advantage, making the systems easy to operate and maintain. Finally, the placement of the screens is important. They should be placed where they will attract the most attention without disturbing the guest.
How can the ROI of a digital signage investment be calculated?
Return on investment (ROI) depends on a number of factors. One of the main benefits is the reduction in printing costs, as information needs to be published digitally rather than on paper. If you choose energy-efficient models and software such as ours, you can also save a lot on electricity costs. At the same time, you can generate additional revenue - for example, by advertising special offers in restaurants. You can also invite local service providers, such as hairdressers and shops, to advertise on your channel for a fee. Operational efficiency is also improved, with less time spent on manual updates. Many of our customers report that their investment in digital signage has paid for itself within 12 to 18 months.
What trends do you see for digital signage in the hotel industry in the future?
Interactivity and personalisation will continue to play an important role. Systems that deliver personalised content based on data from guest cards or booking systems are on the rise. There is a lot of emphasis on quality control (guest surveys). There is also a growing interest in green technology. The focus is on energy-efficient displays and durable hardware, particularly in the hotel industry where sustainability is becoming increasingly important.
Finally, what should hoteliers and restaurateurs consider when taking the first step towards digital signage?
The first step is always planning: what goals do you want to achieve, what content do you want to present, and how does the technology fit into the design and existing IT infrastructure? With an experienced partner like ACCENTA, you can ensure that the solution is tailored to your needs and will work in the long term. Digitalisation is a clear competitive advantage - those who invest now will benefit in the future.
Thank you for the interview, Ms Kalla!
The interview was conducted by René Englisch, Senior Procurement Manager | FF&E, Tech & IT at progros.
ACCENTA in brief
ACCENTA was founded in 2009 and operates in the German and international market with three business segments (Sound, Signage, Monitoring). ACCENTA's first branch in Spain was opened in mid-2013, serving primarily the hotel and catering sector.
The company's own user-friendly TVLUTION software, access to royalty-free music and the in-house monitoring software KIOSK IQ are the company's distinguishing features in the fragmented digital signage market. For further information please visit https://accenta.de or contact Jessica Kalla, Managing Director, jk@accenta.de.
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For more information please contact Jessica Kalla, Managing Director, jk@accenta.de or Thorsten Rust, Sales Manager, tr@accenta.de..