2
SPECIALr
eport
by Cleverdis • November 2016
A CLEVERDIS Publication
65 avenue Jules Cantini, Tour Méditerranée,
13006 Marseille - France
Tel: + 33 442 77 46 00
Fax: + 33 442 77 46 01
E-mail :
SARL capitalised at Euro 155,750 - VAT FR 95413604471
RCS Marseille B 413 604 471
Publisher:
Gérard Lefebvre
Managing Director:
Jean-François
Pieri
Publishing Director:
Jean-Guy Bienfait
Editor-in-Chief:
Richard Barnes
Editorial coordination:
MoniaTazamoucht
Art Director:
Hélène Beunat
With the participation of:
Bettina Badon,
Anna Klima, CelinaTarnow
>>
To contact them:
first name.last
Printing:
Pure Impression, Mauguio, France
On cover:
© Philips HospitalityTV
& Signage Solutions
Richard Barnes
Editor-in-chief
Cleverdis
Australian-born Richard Barnes
has worked at a high level in
media around the world for
over 30 years, in top radio,
television and print organizations.
In 2000, he took on the role
of Editor-in-Chief at Cleverdis,
responsible for overseeing content
of all international publications,
including the Hotel and Tourism
SMART
report
, IFTM Daily and ITB
Berlin News – the official daily
of the world’s biggest travel and
tourism trade event. He has been
a speaker at key events by HTNG,
EHL, EquipHotel, and a number of
top electronic corporations.
A number of years ago, as we all know, the Hotel
TV changed from being a simple cost to becoming
a source of revenue, thanks to Video on Demand
(VoD) and other pay channels of a sometimes
dubious nature. That business model flew out the
window after the onset of streaming video via the
internet, at which time many hoteliers frowned on
the hospitality TV as having again become just a
cost, and thus something to be given low priority.
The hotel TV became rarely if ever as good as what
one had at home.
Today, this is again changing, as, thanks to a
savvy combination of technologies, Hospitality TV
can again become an important member of the
hotel’s sales staff, and a vital point of differentiation!
This time, however, rather than making the guest
pay for content, the TV – accompanied by the
strategic placement of digital signage in different
areas in the lobby and conference zones – is
becoming a powerful promotional vehicle. Its real
power comes from the attractiveness of the TV
itself and the content one can find thereon. By
providing guests with a breathtakingly impressive
TV experience (akin to, or better than what they
have at home), augmented by the interactivity and
familiarity of the Android platform, guests can again
be drawn to the TV as a source of information and
entertainment. Indeed, a number of surveys have
found that guests do want to be provided with
comprehensive information on the hotel and its
environs. Now the task of giving up to date – and
even up to the minute information and promotions
pertaining to on-site and nearby restaurants, bars,
sports facilities and so on, becomes easy and
lucrative, thanks to the technologies developed
specifically for Philips Hospitality TV.
I believe that today, more than ever, it is important
to offer guests a great in-room entertainment
experience, and they will willingly increase the
use of auxiliary on-site facilities (i.e. F&B) if they
are reminded to do so by attractive promotions.
This SPECIALreport gives you a snapshot of the
background to the most recent developments in
these technologies by Philips Hospitality TV and
how they can be deployed to your hotel’s and
guests’ advantage. Enjoy the read!
COMING FULL CIRCLE
The TV again becomes an important part
of the hotel business model
EDITORIAL
CONTENTS
