Hotel entertainment has evolved considerably since TVs were first installed in guestrooms in 1947 by The Roosevelt Hilton in New York City. At what was a hefty service cost of $3 per day for guests, its Hotelevison system picked up on-air programs and screened them for visual and audio quality before transmitting to individual rooms. This was the beginning of in-room TV entertainment as we know it.
Just as consumer viewing habits have changed beyond recognition since then, so too have guests’ expectations of their in-room media experience. And while video-on-demand has certainly revolutionized the world of hotel entertainment, it is not a transition that happened overnight.
When TVs first became mainstream in guestrooms, hotels initially offered just a limited number of channels. It was only when cable and satellite TV became prevalent that customers came to expect significantly more choice. In the 1980s and 1990s, guests started to see VCRs in their hotel rooms, allowing them to rent and watch movies at their convenience. Next came pay-per-view content which enabled easy access to movies, sports events and, of course, adult content, generally for a fee. However, in hotels, this type of pay-TV content typically played on a loop, and guests would either have to accept jumping in part way through or wait for the movie to restart on the pay-TV channel. Now that fast-speed internet connectivity is ubiquitous, many hotels have upgraded their in-room entertainment system to smart TVs, enabling guests to access many of the leading streaming services. In addition, WiFi is usually offered as a standard, enabling guests to also use their own devices for entertainment.
It’s clear that while guests were once satisfied with a limited selection of channels and pay-TV content, they now demand more choice, with the ability to watch what they want, when they want it. They also want an easily accessible, high-quality, personalized viewing experience. To meet these evolving demands, hotels are increasingly providing guests with a means of accessing on-demand content, either through streaming services on the in-room TV, or via a casting solution. Marriott led the way when it integrated Netflix in its in-room TVs back in 2015. However, as hotels look to adapt their in-room entertainment offering to meet evolving needs, it’s critical that any personal information of the guests is kept secure, and that the needs of those who still want to access traditional linear TV are not overlooked.
So, what lies ahead for in-room entertainment? Will we see hotels increasingly leveraging XR and AI technology to provide even more personalized and interactive guest experiences?
Meeting hotel guests’ entertainment needs
We have established that guests want more control over their viewing choices and the ability to access content on their own terms. However, the answer to meeting these demands is not as simple as just offering streaming services on in-room TVs. This would require guests to input their personal username and password information onto the TV which opens up a whole can of worms in terms of data security, as others may be able to access these details once the person leaves the hotel. The method generally adopted today is to offer a casting facility where guests access their own personal accounts on their mobile devices, then stream the content of their choice to the in-room TV.
Hotels can facilitate this user journey by either having a casting device such as a Chromecast installed externally or by using a TV with casting ability built in. All guests need to do is simply open the streaming app on their personal device, choose the content they want to watch, cast to the TV, then sit back, relax and enjoy. This method prevents the guest from having to enter any personal details on the hotel device, making it a safe and secure, yet user-friendly process.
While on-demand services offer a wide range of content and greater choice, there are some individuals who still enjoy the simplicity of flipping through channels and stumbling upon something unexpected. The TV package that a hotel provides will ultimately depend on what kind of guests they want to attract. If the absence of traditional (live) TV programs leaves some customers feeling limited in their entertainment choices, the obvious answer is to offer guests access to streaming services via casting, while at the same time retaining the option for linear viewing. And when offering guests the traditional linear viewing experience, hotels may also choose to provide them with channels from their country of origin, so they can watch linear content in their native language. Naturally, as more linear viewing options become available (such as FAST – free ad-supported streaming TV), streaming will eventually become the mode of choice for also accessing linear content.
Looking ahead: the future of hotel in-room entertainment
With guests increasingly traveling with their own devices, it’s not unreasonable to ask whether there will still be a place for in-room TVs in the future? While we certainly will see some specialized hotels omit in-room TVs, we argue that a large in-room screen in most cases will remain an important part of the guest experience, as it has a role to play that goes beyond being a one-way entertainment medium.
As technology evolves, it will undoubtedly get easier and quicker for guests to access their own streaming accounts on the in-room TV. We could well see TV solutions that recognize user profiles, so that there is no need for the guest to manually log in to a specific service.
Also, emerging technologies such as AI and XR will likely come to play a larger role in enhancing guest experiences by providing personalized and interactive entertainment and services. Advances in AI could see TVs act as a personal concierge with guests asking their TV to ‘book a table for 8pm in a nice restaurant’ or ‘plan an itinerary for sightseeing of art and cultural sites tomorrow.’ Some hotels in English-speaking countries already have Alexa integrated in the room for voice controls for things like curtains, lights and air conditioning. Similarly, developments in XR and spatial computing following Apple’s launch of Vision Pro may see TV systems delivering XR experiences that allow guests to enjoy gaming, live events, shopping, and even visit local sites of interest—all from the comfort of the hotel room.
Naturally, the pace of change varies across different hotels and regions, and not all establishments have adopted the latest advancements in in-room entertainment. However, the shift from traditional television-based formats to more personalized and technologically advanced options is undeniable. The direction of travel is clear and the pace of change is fast. To satisfy guests’ needs and provide the best in-room experience, hotels need to deliver an ever more personalized and technologically advanced entertainment environment.
Dr. Bill Anckar is the COO at Hibox Systems, a provider of TV systems and other solutions for the hospitality industry. Anckar is a travel and tourism professional who has held several executive positions in different sectors before joining Hibox.
This is a contributed piece to Hotel Business, authored by an industry professional. The thoughts expressed are the perspective of the bylined individual.
