Samsung Elevates Luxury Spaces with The Frame Hospitality Model

• The Frame hospitality model is now available in the U.S. market in 55-, 65-, and 75-inch sizes
• AI-powered features, including the Collection Hub and Generative Wallpaper, create personalized, design-forward guest room experiences
• LYNK Cloud powers digital concierge services, centralized content management, and guest engagement insights

Samsung Electronics America today announced that The Frame hospitality model (HL03H model) is now available in the U.S. market, bringing Samsung’s art-inspired display design to luxury hotels and premium hospitality environments. Available in 55-, 65-, and 75-inch sizes, The Frame hospitality model complements the look and feel of high-end properties while offering Smart TV functionality, including entertainment, personalized content, and hotel services that guests can enjoy from the comfort of their room.

In luxury hospitality, every element of the guest room shapes the stay. The Frame hospitality model offers advanced features that deliver unique experiences that guests expect, from showcasing stunning digital artwork when not in use and connecting guests with property amenities when they choose to engage.

“As luxury hospitality evolves, the most memorable in-room stays will feel more personal and connected without compromising their design integrity,” said Mark Kelly, Head of Enterprise Sales – Display Solutions Division, Samsung Electronics America. “The Frame hospitality model seamlessly blends art, entertainment, and hotel services together on one flexible display, helping hotels adapt to changing guest expectations and create more distinctive experiences over time.”

Turning the in-room TV into part of the guest experience

For luxury hotels, design extends beyond furniture, finishes and lighting. The Frame hospitality model makes the in-room display a natural part of the space.

When guests aren’t watching television, Collection Hub¹ features curated artwork, photography or other visual content, allowing hotels to extend their creative direction onto the screen. Hotel brands can select imagery that complement their interiors, reinforce their brand heritage, and reflect the unique character of a particular destination.

Optional magnetic bezels allow luxury hotels to blend the display with the surrounding environment, while the slim fit wall mount and anti-glare screen support a clean, gallery-like appearance. Hotels can maintain the visual character of the room whether the display is being used for entertainment or simply serving as part of the décor.

Bringing AI-powered personalization to the guest room

The Frame hospitality model turns the traditional hotel TV into a more intelligent, personalized part of the stay, using AI features to adapt the in-room experience to each guest’s needs.

The Generative Wallpaper harnesses the power of AI to create custom imagery for the screen, transforming the display into a unique visual focal point that reflects their preferences.

AI also helps make in-room entertainment more accessible for travelers from around the world. Live Translate provides translated subtitles in supported languages while guests watch local broadcasts and other content, helping remove language barriers and making it easier for them to enjoy content away from home.

Guests can further tailor their entertainment experience with Google Cast² and Apple AirPlay³, bringing compatible content from their personal devices directly to the in-room display. Together, these capabilities demonstrate how The Frame moves beyond traditional hotel TV functionality to deliver a smarter, more personalized in-room experience.

Building guest loyalty with through content management

The display also creates a direct digital connection between guests and hotel services. Through LYNK Cloud⁴, hotel staff can configure digital concierge services, enabling where guests to quickly access property information, book services, and order room service—all from The Frame. Content management capabilities such as LYNK Cloud Business also make it easy for staff to analyze guest content usage and uncover valuable marketing insights, enabling hotels to deliver optimized promotions for guests based on their viewing history.

Powering experiences with built-in security

As hotel rooms become more connected and personalized, protecting the technology behind the guest experience becomes increasingly important. The Frame hospitality model pairs flexible, property-specific experiences with Samsung’s enterprise-grade security capabilities, enabling hotels to innovate without compromising protection.

With the Tizen Enterprise Platform, hotels can develop and manage applications and experiences tailored to their property and guests. Behind those experiences, Samsung Knox Security⁵ provides multiple layers of protection designed to help safeguard the hospitality TV and connected devices, giving hotels a secure foundation for delivering increasingly connected guest experiences.

For more information about Samsung’s hospitality display solutions, visit www.samsung.com.

1 CTV Art Store not supported. Digital artwork for The Frame TV needs to be curated and owned by the hotel property.

2 The features are available through Samsung solution. (LYNK Cloud, TEP). Android and Google Cast are trademarks of Google LLC. Google Cast supports Android 6 and above, and iOS 14 and above. Availability may vary by device, software version and region. Google Cast is supported on HU8000F/HU7000F series.

3 When using TEP, In order to enable AirPlay, all related parties including hotel property and system integrator must be certified by Apple separately. AirPlay in hotels requires iPhone Xs or later running iOS 17.3 or later; or iPad (6th generation or later), iPad mini (5th generation or later), iPad Air (3rd generation or later), 12.9-inch iPad Pro (2nd generation or later), 10.5-inch iPad Pro, or 11-inch iPad Pro (1st generation or later) running iPadOS 17.3 or later. This function may not be supported depending on the model, apps, or geographical area.

4 Samsung LYNK Cloud solution must be purchased separately. UI may vary by models or hotel’s current platforms.

5 Samsung Knox Security applies to Samsung TVs powered by Tizen®, launched since 2015. Latest software update is required.