2023 Guide to Guestroom Entertainment

The 2023 Guide to Guestroom Entertainment

The 2023 guide to guestroom entertainment technologies

By Sarah Davison, Industry Reporter

As technology advances and the media landscape evolves at lightning speed, free-to-air television and DVDs are no longer the only choices when selecting something to watch.

Smart devices, smart features, integrated communication technologies, and Ultra HD all increase guests’ viewing expectations. Streaming services, online rental platforms, and even social media are where modern-day guests might find their content. With so many choices now available, guests demand more from their guestroom entertainment experience, so is it time to reconsider your accommodation's entertainment offering?

Q& A time!

Two industry experts in the field offered AccomNews their perspective on the latest

developments in guestroom entertainment space.

This is how they see it…

Q&A with HoneyBadger/ Simplifi Director

Heinrich Saayman

We have literally 'cut the cord' and now stream what we love to watch, or watch catch-up TV for the shows we missed. Cord cutting is the new normal for today’s business and leisure travellers.

What are the current trends you have seen?

They tend to stream everything they want to consume.

What is the current state of guestroom entertainment in hospitality and how have expectations changed?

Now that leisure travel is almost back to pre-pandemic levels, hotels have to offer streaming services that give their guests a wide range of options. This includes signing up for additional subscriptions for more streaming services than prior to COVID-19. No longer is watching all those replays of episodes a hindrance.

Guests want to securely consume their own content on the big screen in the guestroom. They will also consume other free content that is available where the hotel may be paying subscription fees. If this content is not available or up to their new expectation level, they simply take out their mobile or tablet and connect to STAYCAST™ powered by Google Chromecast and continue watching their shows. Do you think trends change depending on the type or age of the guest?

The playing field is levelling out and the gap between generational consumers is decreasing. We all now use the same platforms; we just stream different content.

The older generations used to consume a lot of traditional TV. The younger generation may not even switch on a TV to watch traditional channels.

Remember the hard drive with movies or the DVD player that you lugged along? No more, they are assigned to the history books of technology. Grey nomads, business travellers, and families now all travel with their content on their devices and the satellite dish has been replaced by a 4G or 5G modem for internet access.

We stream and use OTT (Over The Top) apps like Netflix, Stan, Disney+, Amazon, ABC, and SBS to deliver our content. There are now over 2500 apps streaming anything you wish to consume, including radio from anywhere in the world.

What do you recommend operators should consider if they want to upgrade their guest entertainment offerings?

What is the Return On Investment? How many guests pay for movies during their stay?

What does the guest use at home? Does your hotel need to pay hefty fees for content that your guests may not consume? Just because a service is available does not mean the guest is watching it at home.

Image courtesy of HoneyBadger/Simplifi

It’s a hard choice to make as every person is different and no longer can the hotel operator assume that he knows what his guest will watch.

The pivotal point on casting solutions has already passed and every hotel should be providing a stable, certified casting solution that allows the guest to connect securely without providing any personal details.

Guests will love it and increased guest satisfaction is guaranteed whilst they simply entertain themselves.

What entertainment solutions do you think operators should prioritise?

Casting is top of the guest request list these days. You don’t need 100s of channels or fancy clubs to join. Keep it simple and provide the platform for guests

that allows them to choose their own content whilst in the room, to enhance their stay.

What if they have a small budget?

That is where 'casting is king'.

The investment is relatively low, and the hotel does not pay any expensive ongoing monthly content fees. The ROI is fantastic. Hotels that have installed casting are already seeing payback in less than 12 months, some even as quickly as six to eight months

Who decided what guests watched? Was it your traditional media provider? Data analysis is the key to the knowledge of how guests consume content. Casting to the TV in the guestroom wins hands down, where available, and it is not just a nose in front, it is miles clear of the pack.

How can operators provide guests with the perfect luxury guestroom entertainment solution?

Great question! Yes, it is true, there are a lot of add-ons to provide for the luxury market.

Casting solutions can now provide the hotel with movies at no cost to the operator and include dining options, mobile compendiums, and much more.

The first step is to determine if the luxury guest consumes content differently from other guests - the normal traveller.

Do you have any tips for small accommodations or holiday parks when purchasing or replacing entertainment solutions?

The number one item on the list is to have a strong and

stable wifi network enabling your casting solution.

How has the rise of casting/ streaming impacted the entertainment landscape?

From an entertainment industry perspective, it has been a revolution. As content consumption demand has grown, the makers of the content have expanded and are now supported by revenue streams that did not exist just five years ago.

This allows apps like Netflix or Apple to make their own content with blockbuster series being released only on these apps. And the consumers love it and are willing to pay. They can take all the content they love with them travelling anywhere in the world.

From the guest's perspective it has finally freed them from poor available content in the guestroom where the hotel decided what they wanted to consume.

It makes sense, the guest can choose their own pillow and bed firmness, so why not their own content on the TV?

Are there any security issues to be aware of when guests are streaming their own content?

All solutions are not created equal. By sacrificing price over quality there are always shortcuts.

Is your vendor-approved? Security is a key element of the system and is updated frequently. When a security update is available it is installed immediately when released by the vendor. If there is no supporting vendor this does not happen. It’s like travel insurance, you can buy the cheap package or even the free package to ease your conscience, but when you need it… is it good enough? Guest security is the most important factor in the system, and you cannot guarantee integrity with a free maintenance solution. What does the future hold for hospitality TVs?

It is such a fast-changing landscape that it is hard to put it on a set route. People are dynamic, they have an insatiable thirst for content consumption and how to view it. We live in a world of constant change. I see TVs (particularly hotel models) evolving to new levels in the coming years. P06

Images courtesy of HoneyBadger/Simplifi

Intelligent in-room entertainment

Rapid advancements in technology in tandem with the pandemic have led to an increase in technology upgrades in households, which has influenced guest expectations during their hotel stays.

Smart features are now integrated into the same devices people have been using in their homes for decades. As more households adopt upgraded technology like Ultra HD televisions, smart security systems and smart refrigerators, all impacted industries must also adapt and evolve to maintain or gain an edge over their competitors. To win that hotel booking time and time again, hoteliers must be familiar with the Australian home entertainment experience and invest in long-term entertainment solutions that meet or better those expectations.

Guests expect access to modern technology

When guests are kept engaged in their hotel room, they’re more likely to stay on-site, potentially book a massage or decide to eat in the hotel restaurant. This is where a product like Foxtel Business iQ comes into its own, enabling guest communications through the TV screen found in virtually all hotel rooms. Hoteliers can access the ability to strategically advertise hotel amenities and facilities directly to guests. Send messages to all rooms about upcoming sporting events at the hotel bar, or display pop-up ads whilst guests look for something to watch. Foxtel’s Business iQ provides more than just entertainment; it provides an opportunity to cross-sell hotel services and act as an online booking service for hoteliers.

Future-proof entertainment system

A household may be able to upgrade their television every few years, but this presents a financial burden for hoteliers maintaining high-quality in-room entertainment.

When traveling, people are faced with unfamiliar environments. Getting around their destination and performing what would be routine activities at home (e.g. buying a bus ticket, navigating to local attractions, making their way to a meeting in an office they've never been to, etc.) are all potential stressors. When they reach their hotel room, it is important for them to be able to unwind and relax. So when guests need some downtime and home comforts, they turn to in-room services.

Guest satisfaction is also influenced by environmental factors. International guests may be jetlagged; parents may have children who need to be kept entertained; some people may simply value relaxing in their hotel room, watching shows and ordering room service. Therefore, hoteliers that provide access to modern in-room technologies benefit not only from satisfied guests who are likelier to return, but also from the potential to increase revenue with in-house services.

A common misconception in the hotel industry is that casting devices alone will satisfy guest in-room entertainment needs. Whilst casting suppliers may be the cheapest entertainment option, those who prefer streaming their own apps may not prefer casting, as people don't cast at home and often prefer to find something to watch quickly and easily.

International guests streaming apps will be geo-blocked and unviewable. Guests also often max out their logins for a new device and smart TVs outdate very quickly.

Foxtel Business iQ viewing data also shows that when guests are presented with live television, On Demand and streaming content choices, on average they choose to watch live television for 92% of their viewing time; On Demand content for 6% of their viewing time; and casting for only 2% of their viewing time. Furthermore, according to Deloitte's Media Consumer Survey 2022, Australians top home entertainment activity is watching live television. In a competitive environment where guests spend an average of 2.5 hours per day watching television, it’s never been more important to provide a future-proof entertainment system that caters to how all guests choose to consume content.

With Foxtel Business iQ hoteliers benefit from a one-time investment in cloud-based technology that continuously updates in response to global changes and user behaviour. The Foxtel live channel lineup includes access to over 50 sports, entertainment programmes, movies and documentaries. Hotel guests can also watch over 20,000 hours of movies and TV shows On Demand. And if guests prefer to watch shows from their own streaming apps, they can cast them using Business iQ's inbuilt casting feature. There’s also over 700 titles added every month, so there's always something new and exciting for new and returning guests to enjoy.

To upgrade your rooms, visit foxtel.com.au/biq or call 1300 792 883.

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This will continue to enhance the guest experience whilst new apps for content continue to grow.

Why is it important to seek expert help from a hospitality supplier?

Working in partnership with the hotel to deliver a superior system is the key. A great hospitality supplier has data on guest experience and in-room content consumption. The right vendor partnership provides a positive guest experience by offering 24/7, 365-day support to the hotel and the guest maintaining that high level of guest experience.

What can go wrong without expert guidance?

The relationship between the property and the provider starts the day the system is commissioned. There might only be limited support requests, but the importance is that when the phone rings, there is someone to answer it and resolve a problem that might have popped up, to ensure the guest experience is maintained.

Importantly Mr Saayman added: “Do your research and reference check other hotels who are running a casting system. Take the time to visit or stay in a hotel where the desired system is operational. Don’t just go by the sales pitch in front of you, understand what you are buying.”

From your perspective how do you see the current landscape for guestroom entertainment in hospitality?

Guests still expect content diversity and choice. A common misconception among hoteliers is that casting alone will meet guest expectations. Our viewing data continues to indicate that they prefer a wide variety of entertainment provided to them with the added option of casting. Providing guests with the option of how they consume their entertainment ensures that hoteliers are catering to all their guests’ needs.

What current trends have you seen in guestroom entertainment?

There’s much more of a shift towards the TV providing more than just entertainment. Having

an entertainment system that also allows them to view information on available hotel amenities along with the ability to connect with hotel departments such as ordering room service or making bookings at hotel facilities provides guests with a much smoother experience by allowing hotels to streamline their processes and therefore reduce service wait times.

Do trends change depending on the type or age of the guest?

Older demographics typically prefer to watch traditional linear TV, and younger demographics tend to use devices more and in shorter time periods. Business travellers also frequently want to watch the news while they’re getting ready for their workday, so we see high viewership of news channels between the hours of 7am to 9am.

What considerations do you recommend for those seeking to upgrade their guest entertainment offerings?

It’s important to provide a future-proof entertainment system that provides everything you need all in one place. A solution that caters to how all guests choose to consume content and evolves in response to global changes is ideal.

What entertainment solutions should be prioritised to stay ahead of the pack, and ensure guest satisfaction?

A fully integrated platform that delivers everything your guests want and everything your business needs. A platform that has future-proof technology that interacts with your guests and provides them with a more personalised stay.

A great guest experience can be delivered seamlessly with Foxtel Business iQ.

What if they have a limited budget?

It’s a very competitive marketplace. It’s always imperative to speak with as many operators as possible to get the best deal as the cheapest option might not be the best investment in the long-term.

In what ways do you suggest operators can provide guests with the perfect luxury entertainment solution?

It’s a combination of providing them with a large choice of linear channels, on-demand content, and casting to cater to everyone’s viewing habits. Then use the TV to give them access to all the information they need to enjoy their stay, as well as connecting them with hotel services to make for a smoother experience.

We’re seeing hotels that have our Business iQ product installed that are providing in-room dining menus on the TV so guests can then order room service via their phone using a QR code or providing information about the

Q&A with Scott Wiedemann, Foxtel, National Manager, Accommodation.

Image courtesy of Foxtel

spa or restaurants and again providing a QR code for the guest to book their treatment.

At home, we’re used to ordering a takeaway on our phone or booking a restaurant so why not replicate this convenience in hotels?

What are your tips for small accommodations and holiday parks when purchasing or replacing entertainment solutions?

With regional drive markets booming since the pandemic, guests’ expectations also intensify, especially with the increase in spending. Small accommodations should consider mirroring what CBD/metro accommodations are doing as they often have similar demographics. My advice is to speak with your entertainment experts to consider all options.

How do you think the rise of casting/streaming has changed the entertainment landscape?

With rising costs in power, food, staffing and supply chain issues, casting has become the cheapest option for entertainment. But hoteliers should consider factors like international travellers not being able to cast their streaming apps in Australia because they’re geo-blocked and ensuring that they’ve got strong enough wifi to support a casting-only option, especially during peak times

for in-room viewing. Foxtel delivered by satellite is much more reliable than casting via a limited internet connection.

What do you think the future holds for hospitality TVs?

TV software can outdate very quickly, as can reliability. It’s an expensive exercise upgrading hospitality TVs every time there is a fault with the picture, sound, or embedded apps. Our belief is to keep in-room technology devices and the TV separate. It is the far less expensive option to replace a standard TV as opposed to a hospitality TV.

Why is it important to seek expert help from an industry supplier?

As it’s a competitive marketplace, the more suppliers you speak to, the better understanding of your needs you will gain. There is also the constant evolution of technology, so planning for the future is imperative. What can go wrong without expert guidance?

Choosing the wrong solution can result in high maintenance costs, expensive equipment replacement, poor technical support, and lengthy contracts

you can’t get out of. Sub-standard delivery of products can also negatively impact a guest’s stay and result in poor online reviews. It’s vital to speak with long-standing industry experts and diligently choose the best solution for you and your guests. Finally, Mr Wiedemann said: “After the pandemic, there has been a greater focus to create a superior and more personalised guest experience." He asked: "Are the decisions you are making enhancing your guests’ stay? That should always be front of mind.”

Images courtesy of Foxtel

Let your guests feel right at home

with HoneyBadger/Simplifi’s in-room entertainment options.

It’s no secret that inroom entertainment options have changed dramatically for how your guests, especially younger generations, consume entertainment.

Today’s hotel guests are no longer satisfied with the most robust selection of television channels and on-demand offerings. They have more choices at home and on their smart devices and expect your hotel to have at least a comparable offering for them to access their preferred entertainment.

HoneyBadger/Simplifi is the accredited distributor in Australia of the world leading SONIFI STAYCAST™ powered by Google Chromecast solution.

SONIFI’s STAYCAST™ solution is the number one hotel in-room entertainment system trusted by

global hospitality brands for its ease of use, service and reliability and currently installed in over 375,000 rooms, able to deliver access to 2000+ apps. Our casting solution combines ease of use, personal privacy and network security as we manage the process over secure VPN connections, so there is no need to enter any personal information at all. Your guests can cast all their favourite content to the hotel room’s TV secure in the knowledge that their

information remains in their hands.

Following the merger of HoneyBadger Technologies and Simplifi Solutions, we can offer your property a range of comprehensive services to complement and enhance your in-room guest entertainment capability including:

• In-room streaming

• Guest Wifi

• Interactive guest experiences

• Smart integrations

• Converged networks

• 24/7 support

Our engineers and our technical teams are all locally based. Our tailor made brand compliant systems are matched to offer maximum brand exposure whilst delivering superior guest experiences.

Compared to other solutions on the market HoneyBadger/Simplifi can offer a substantial ROI with an improved guest experience. We are able to cut GRE costs by up to 50% in some instances. This not only improves the cashflow of your property, but also ensures that you are not paying for services that guest do not use.

For more information, contact Swashna Deo, our Regional Sales Director, swashna@honeybadger.tech or visit our website www.honeybadger.tech