Samsung Upscales Hospitality at HITEC 2026

• The new Frame hospitality model delivers an iconic Art TV experience to hotels and premium commercial spaces
• HCW illustrated the powerful role display solutions play in creating personalized guest experiences
• Samsung demonstrated how Spatial Signage and Color E-Papers enhance hospitality brands with captivating on-screen content

At HITEC, Samsung Electronics America welcomed hospitality decision makers and technology professionals to its immersive booth in San Antonio, Texas to experience how connected display technologies are transforming hospitality, from elevating in-room experiences to creating more personalized interactions throughout hotel properties.

The company celebrated the show by announcing the launch of The Frame hospitality model, the world’s first Art TV designed specifically for hotels. The new display combines 4K QLED picture quality with an elegant, gallery-inspired design that blends naturally into premium interiors.

The in-room display is outfitted with unique capabilities such as Collection Hub, which allows hotel staff and guests to feature curated artwork, photography and branded visuals when the television is not in use, turning the display into a central design fixture that complements each property’s aesthetic. Guests can harness the power of AI to create unique on-screen visuals with the Generative Wallpaper tool. In addition, Live Translate uses AI to create subtitles in real-time, enabling international travelers to comfortably watch local broadcasts and Samsung TV Plus programs. The Frame aims to make guests feel at home during their stays, while seamlessly matching hotels’ luxury aesthetics.

The power of personalized hospitality

With over 360 exhibitors featuring the newest innovations in hospitality at the conference, Samsung explored how display solutions are shaping the future of the hospitality industry during an intimate in-booth fireside chat with HCW, one of the nation’s leading hotel ownership and management companies. Richard Leonarz, Director of Hospitality Product Management at Samsung Electronics America, and David Keeling, Chief Information Officer of HCW explored the many ways dynamic signage and content management solutions are redefining guest expectations and building brand loyalty.

“We’re looking to curate experiences that are memorable and really speak to guests as they’re traveling,” said Keeling. “Utilizing Samsung displays and content management solutions like LYNK Cloud to create custom interfaces and guest messaging has helped us build our pipeline of hospitality customers.”

From the moment guests enter the hotel lobby to when they enter their hotel room, they want to feel at ease. Keeling explained that the industry will increasingly rely upon digital tools to upsell physical services, noting that hospitality brands are already using bespoke media networks powered by first-party data to upsell modern amenities — from in-room dining to spa services and fitness classes — based on the unique needs and preferences of each guest. “Guests are definitely looking for more personalized experiences,” said Leonarz. “We’re focused on helping hotels curate those experiences in ways that feel unique to the property while also creating opportunities to monetize services and strengthen guest engagement.”

As hospitality brands deliver increasingly personalized guest experiences, they are also looking for added security and privacy capabilities needed to maintain customer trust. Samsung Hospitality TVs give guests complete access to their favorite shows and media through integrated OTT apps, but keep their data safe by automatically clearing personal login information upon check out.

“We want guests to have a frictionless experience,” said Leonarz. “Our security features help hotels deliver convenience without sacrificing privacy.”

Display innovations create engaging experiences throughout the property

Beyond guest rooms, Samsung’s featured display solutions designed to enhance communication and interaction across hotel facilities, including the Samsung Spatial Signage, a glasses-free 3D display that creates eye-catching visual experiences in lobbies and other high-traffic spaces. Using Samsung’s patented 3D plate technology, the display delivers a sense of depth directly on the screen, allowing hotels to present wayfinding information, event promotions and branded experiences in a dynamic new format.

Samsung also showcased the Color E-Paper display, an ultra-low-power digital alternative to traditional printed signage. Now available in two size models — 32- and 13-inches — the Color E-Paper uses advanced digital ink technology to deliver vivid, paper-like visuals that can be easily updated in real-time. Its flexible, battery-powered design makes it fit perfectly in a variety of hotel environments, including conference areas, restaurants, concierge desks and event spaces, enabling hotels to display menus, customized welcome messages, resort schedules and promotional content without the cost and complexity of printing and replacing static signage.

Together, Samsung’s robust display solutions ecosystem is helping hospitality businesses create more personalized, memorable and efficient guest experiences from the lobby to the guest room, delivering connected experiences that meet the evolving expectations of today’s travelers.

To learn more about Samsung Display Solutions, please visit www.samsung.com.