Digital Signage For Hotel Lobby: TUI
With a footprint spanning continents and a portfolio of over 400 hotels and resorts, TUI Group needed a robust, flexible, and scalable digital signage solution to elevate guest experiences and modernize property-wide communications. Their goal was to replace outdated methods—like printed notices and USB media—with real-time, visually engaging content delivered effortlessly to hotel guests at every touchpoint. By implementing Digital Signage OS, TUI succeeded in creating an agile, brand-consistent, and guest-centric digital signage network that enhances operations, branding, and upselling efforts across their global properties.
About TUI Group
TUI Group is a global leader in leisure travel and tourism, serving over 28 million customers across Europe and beyond. Headquartered in Germany, the company operates an integrated value chain that includes travel agencies, airlines, hotels, resorts, and cruise lines under premium brands like RIU, TUI BLUE, and Robinson. Their mission is to deliver unforgettable holiday experiences while embracing digital innovation and sustainability at every level of the business.
The Need
Before Digital Signage OS, TUI relied on inefficient and labor-intensive methods to display guest-facing content—such as printing flyers or manually updating USB sticks at each screen across hotel premises. This slowed down the distribution of time-sensitive promotions, excursion updates, and operational alerts. With properties operating in diverse regions, including areas with unstable internet access, the company also needed a signage system that could operate both online and offline, while supporting a variety of screen types and media formats.
Moreover, the lack of centralized control made it difficult to maintain brand consistency while still allowing individual locations to display localized content. TUI required a solution that was intuitive, scalable, and cost-effective, capable of being deployed quickly by non-technical staff.
“We chose this digital signage solution because we were missing a global strategy and a global standard for all our properties. We operate so many hotels and different destinations. And we need to have the same content in our guest-facing facilities everywhere around the world.”
K. WOLFFRAM – Head of Global Operations & Analytics at TUI
The Solution
After evaluating several platforms, TUI selected Digital Signage OS for its versatility, user-friendly interface, and low-maintenance setup. Staff at each hotel could now install signage hardware without tech expertise and manage content remotely without needing to visit every screen.
Currently, we powers over 100 screens (and growing) across TUI BLUE hotels on four continents, covering lobbies, restaurants, bars, spas, gyms, and more. Using playlists, videos, and branded templates, TUI can share rich, visually appealing content—ranging from service promotions to weather updates and local attractions—all curated for each property while remaining aligned with global brand guidelines.
“We needed something flexible, simple, and scalable. Digital Signage OS ticked every box. Now we can go live at any property within 45 minutes.”
— Kai Wolffram, Head of Global Operations & Analytics, TUI
A key technical advantage has been Digital Signage OS’s Raspberry Pi-based players, known for their reliability and rugged build—especially important for properties in hot or humid climates like Asia and Africa. The durable metal cases withstand heat and dust, ensuring uninterrupted performance year-round.
The Result
TUI has experienced a noticeable boost in brand engagement thanks to Digital Signage OS-powered screens displaying guest-facing content across their properties. Onsite staff can now easily publish location-specific updates whenever needed. By showcasing dynamic, engaging, and informative content quickly, they’ve enhanced customer interaction with excursions, hotel services, and their branded mobile app—while also unlocking more opportunities for upselling.
The use of Raspberry Pi hardware through Digital Signage OS has empowered TUI to develop a high-impact, customized solution suited to the unique needs of each destination and property. With global scalability in mind, they plan to continue expanding the platform’s presence across their international locations. They’ve also adopted the newly introduced web player, which proved especially effective in standardizing brand content at newly opened sites.
Moreover, Digital Signage OS matched TUI’s cost-efficiency expectations. The initial low investment made adoption easy, and with the increasing number of screens, TUI is now able to negotiate volume-based pricing. The company intends to extend the reach of Digital Signage OS’s all-in-one digital signage system across the new hotels set to open starting summer 2022.
“For us, the top feature is having global control of all of our screens worldwide. So we can see what is actually being played in Vietnam and at the same time in the Dominican Republic. We can change the content from anywhere in the world at any time day. We do not need to ask somebody to change the content on our behalf. It takes just a few clicks, and 2 minutes later, the content is updated. That, for us, is the biggest strength and functionality of Digital Signage OS.”
K. WOLFFRAM – Head of Global Operations & Analytics at TUI
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