How Hotels Can Use Digital Signage to Drive Loyalty App Engagement

In the competitive world of hospitality, loyalty programs are more than just a perk — they’re a strategic asset. Yet, despite being well designed and having high value and potential, many hotels and resorts struggle with low engagement in their loyalty apps, leading to missed opportunities for both guests and operators. Scala’s digital signage solutions offer a dynamic way to bridge this gap, enhancing guest experiences and maximizing the value of loyalty programs.

The Loyalty App Engagement Challenge

While hotel loyalty programs have seen significant growth, with Marriott Bonvoy and Hilton Honors boasting over 200 million members each, engagement remains a challenge. A recent study by the Wall Street Journal found that nearly 59% of hotel guests would always shop around for different hotels to stay at, indicating a lack of strong brand loyalty. Despite having a favorite hotel that offers the best service and amenities, guests are still searching for the best deals while not taking advantage of the many benefits of loyalty booking. Moreover, 58.7% of guests reported not participating in any hotel loyalty programs, often due to perceived complicated sign-up processes and unclear benefits.

The Cost of Missed Engagement

When guests don’t engage with loyalty apps, hotels miss out on:

• Personalized Marketing Opportunities: Your loyalty program and app opt in allow you to safely, securely collect data on guest preferences, patterns and behaviors. This allows you to truly personalize the guest experience, from their mobile device to lobby kiosks, in-room displays and digital signs throughout the campus. Without app engagement, delivering fully tailored promotions becomes challenging.
  
• Enhanced Guest Experiences: Loyalty apps can truly tailor the guest experience, giving your loyalty members information at their fingertips, or in check-in or self-service kiosks and on digital signs throughout the area, offering curated itineraries and personalized services that enrich the stay.
  
• Increased Revenue Streams: Engaged loyalty members tend to spend more and book hotel services and experiences more frequently. They are also more likely to understand the benefits of being a frequent guest, leading to repeat visits. Having more loyalty guests at the hotel increases the relevance of the messaging on digital displays. 

In fact, loyalty members stay 28% longer and spend 22.4% more on average compared to infrequent travelers based on publicly available data from hotel loyalty programs.

Scala’s Solution: Enhancing Loyalty App Engagement

Scala’s digital signage, self-serve kiosks, and interactive totems can play a pivotal role in boosting loyalty app engagement:

• Dynamic On-Site Promotions: Display real-time offers and personalized messages that encourage app downloads and usage.
  
• Interactive Kiosks: Allow guests to explore loyalty benefits, check points, and redeem rewards seamlessly.
  
• Personalized Content Delivery: Utilize guest data to showcase tailored experiences, such as spa treatments or dining options, enhancing perceived value.
  
• Streamlined Sign-Up Processes: Simplify enrollment by integrating sign-up prompts into digital touchpoints throughout the property. 

The Benefits of Integrated Digital Solutions

By leveraging Scala’s technology, hotels and resorts can:

• Increase App Downloads: Strategic placement of digital prompts and QR codes is a proven driver of higher app adoption rates. Simply promote the benefit of the app with dynamic, eye-catching messaging on high engagement kiosks, or large format displays in areas of high dwell time.
  
• Enhance Guest Satisfaction: As we’ve seen in retail stores, restaurants, transportation hubs, banks, corporate campuses and more, personalized experiences are widely proven to lead to higher guest satisfaction and repeat visits.
  
• Learn More about Guests: Beyond the loyalty app engagement, information can be easily collected from check-in to checkout by implementing sensor technology throughout the hotel campus. Our in-house sensor systems allow you to capture real-time data on occupancy, traffic, queue analytics and more in a privacy-friendly way. Integrated with digital signage, this is a powerful way to personalize messages one-to-one or one-to-many.

Learn more about Walkbase sensor technology here. 

• Boost Revenue: Engaged loyalty members are more likely to spend on additional services and amenities.  

Guest Loyalty Requires More Than an App

Your guests demand personalization and convenience at every turn during their journey. That’s why integrating digital signage solutions to promote and enhance loyalty app engagement is not just beneficial — it’s essential. Scala’s innovative technologies offer a seamless way to connect with guests, enrich their experiences and drive business growth.

Ready to elevate your loyalty program engagement? Contact Scala today to discover how our digital solutions can transform your guest experience.