4
SPECIALr
eport
by Cleverdis • November 2016
MARKET
ANALYSIS
Sanju Khatri, Director, Professional
Displays and Digital Signage, for
the highly renowned IHS Markit
research organisation, explains
what she sees as being the key
trends in the hotel TV market
today…
Over the top content is the hottest trend,
because guests come in with their own
devices (mobile phone and tablets) and like
to play their own content on the TV sets
in hotels. Hotels are trying to provide the
same level of technology experience that
guests enjoy in their own homes.
Bigger screen size TV is a fast growing
trend as prices of big screen TVs have
come down significantly. In the US, hotels
are transitioning from 40”- 44” TVs to 50”
and above size category. Growth of 50”
and above category is faster than 45”- 49”
size category as the visual experience for
the price difference is much better for 50”
and above category.
While resolution is an integral part of TV
industry, growth for UHD or 4K is currently
limited in the hospitality TV industry due
to price premium associated with the
technology. In hospitality TV industry, limited
luxury suites have demand for the UHD TVs
and their widespread adoption is quiet far.
Smart entertainment and automation:
Brands are focusing on enhancing user
experience by connecting all room controls
with guests’ mobile device and in-room TV.
Now guests can control draperies, lighting
or heating through their mobile device by
connecting to the in-room TV.
We are seeing an uptick in Ultra HD
(UHD) resolution in mainstream sizes in
luxury and upscale hotel establishments.
With pay-TV providers shifting their premium
services to UHD, some forethought is
necessary whether any new installation will
be able to support UHD in future.
ON THE IMPORTANCE OF BUYING
COMMERCIAL GRADE TVS RATHER
THAN CONSUMER MODELS…
Commercial grade hospitality TVs offer
better warranty conditions than consumer
grade TVs. Additionally, their content
security management system allows hotels
to protect any violation of video content
provided by service providers. The content
is protected at every step in the delivery
chain. Also, guest interactive features are
zero to limited in consumer grade TVs,
which is becoming a key differentiator for
big hotel brands who want to keep guests
updated on all the services impacting their
stay in the hotels such as flight and weather
information, local attractions, etc.
While commercial grade TV sets sell at
a premium price, there are advantages
associated with the higher cost. Reliability
and interactivity is higher as compared to
consumer grade models.
LATEST RESEARCH
FINDINGS
IHS Markit specialist Sanju Khatri - on trends in hospitality TVs
Sanju Khatri
Director, Professional Displays
and Digital Signage, IHS Markit
CONTENT IS THE
HOTTEST TREND,
BECAUSE GUESTS
COME IN WITH THEIR
OWN DEVICES AND
LIKE TO PLAY THEIR
OWN CONTENT ON
THE TV SETS IN
HOTELS.
