The Challenge
In the heart of Manhattan, IHG Hotels and Resorts wanted to create a modern, connected guest experience at voco Times Square – Broadway. This new build is the largest voco property in the Americas, with 32 floors, 22 room types and multiple public spaces. The hotel needed technology that could meet evolving guest expectations, support operational efficiency and push brand messaging throughout the property. That same technology had to seamlessly integrate with the hotel’s 1920s, speakeasy aesthetic, accentuating rather than overwhelming it.
The Solution
In partnership with Samsung, the property installed 436 hospitality TVs in guest rooms. The displays come with the latest hospitality technology, including 4K resolution, OTT streaming apps and seamless casting via Google Cast and Apple AirPlay. These features allow guests to instantly access their favorite services and content without additional logins or hardware. Elsewhere in the hotel, Samsung E-Paper powers communication, wayfinding and branded content.
"Being willing and able to move with innovation and invest in that part of the guest experience is essential for us."
— Lewiston Murray, General Manager, voco Times Square – Broadway
The Results
Samsung technology helped voco Times Square – Broadway deliver a connected and consistent guest experience while keeping the 1920s aesthetic front and center. From wayfinding and in-room entertainment to staff training and revenue-generating promotions, displays support both exceptional guest experiences and more efficient hotel operations, helping properties differentiate themselves in the competitive New York City market.
About voco Times Square – Broadway by IHG
Step into the energy of Times Square from a hotel that puts you in the center of it all. Whether you’re here for a Broadway show, city sightseeing, or Manhattan nightlife, our hotel in Times Square, NYC, is your perfect launchpad. Just steps from the neon glow, you’ll find Radio City Music Hall, Rockefeller Center, and the Theater District, plus skyline views from your Times Square hotel room.
Our location makes exploring easy. Central Park, Madison Square Garden, Fifth Avenue shopping, and Hudson Yards are all within walking distance. Grab last-minute show tickets at the TKTS Booth or enjoy a Pop-up Event at Bryant Park. Wherever your plans take you, Midtown Manhattan is at your feet.
Inside, our hotel in Times Square, New York, balances the buzz of the city with the ease of a Premium IHG stay. Enjoy skyline cocktails at voco Roof Bar, classic comfort food at our onsite diner, or quick snack options in our Lobby Cafe. We’re here to make every stay feel personal and distinctly voco.
The Challenge
A display ecosystem that connects operations and experience
As a new-build property in New York City, one of the world’s most competitive hospitality markets, voco Times Square – Broadway sought quality technology that complemented the hotel’s Jazz Age aesthetic while providing the comfort and conveniences of the connected digital environment guests expect today.
“We’re living in a very tech-centric time, and it’s not discriminating to any age demographic,” explained Lewiston Murray, the hotel’s general manager. “All of our guests appreciate quality technology but also the integrity of the content that we are presenting. So, we have to stay up to date with whatever we’re delivering our guests.”
A top priority was creating a connected display ecosystem to enhance the guest experience and provide operational flexibility without disrupting the aesthetic. Not only should it meet — and exceed — in-room entertainment expectations, but it must also help guide guests seamlessly throughout the property, deliver dynamic brand messaging and support staff training and tasks.
“Today’s tech-savvy travelers would not like to go into their rooms and see a bulky TV box hanging from the wall with some grainy footage,” Murray noted.
The hotel’s size underscored the need for this display ecosystem. The largest voco in the Americas, the 32-story hotel contains 22 room types and multiple public spaces, including three restaurants, fitness and business centers and a Grab N Go Market. A connected ecosystem with a single, centralized dashboard not only makes this display real estate easy to manage but also fully leverages the service and sales opportunities it offers.
Compatibility with existing and third-party infrastructure was another must for the voco team, as software and hardware conflicts only add hassles and hurdles, not remove them.
“We had to ensure that there was compatibility between the product from Samsung and content created by the brand or third party,” emphasized Murray.
That includes guests’ user-generated content and marketing materials from partner organizations that work with voco Times Square – Broadway to deliver the full New York City experience guests crave.
“It’s a very big tie-in to the community because New York has such a rich history,” explained Stephanie McCabe, director of sales and marketing at voco Times Square – Broadway. “There’s the history and richness of New York City throughout the hotel.”
The Solution
Partnering with the world's leading technology provider
According to Murray, Samsung was always top of mind as a solution to achieve these goals. That’s because of IHG’s positive experience working with Samsung at other voco properties.
“We always knew we wanted to go with Samsung,” said Murray. “We had the benefit of having Samsung technology in some of our other hotels. So, that made our selection process a lot easier.”
Another factor that influenced the decision to partner with Samsung was the speed and ease of deployment. As McCabe explained, “Samsung is there for us at the drop of the hat, when we need to get products and move things quickly.”
Working with Samsung, Murray, McCabe and the team quickly determined the technology needed from both design and operational perspectives.
In guest rooms, the hotel installed 436 HBU8000 Crystal UHD Smart Hospitality TVs (HTV) with displays ranging from 50 to 55 inches. The HTV delivers an immersive entertainment experience with premium technology features, including 4K resolution, dynamic crystal color and 3D surround sound.
Equally appealing to guests is access to many of their favorite streaming services through the Tizen Enterprise Platform, which supports OTT apps such as Netflix, YouTube and Amazon Prime via the Samsung App Store. When integrated with the property’s Property Management System (PMS), these services are securely made available in guest rooms while helping protect guest privacy. If a preferred streaming app isn’t installed on the HTV, guests can also cast content wirelessly from their personal devices using Google Cast or Apple AirPlay.
There’s more than one display in each room, too, Murray noted. When guests move from the living area into the bathroom, wall-mounted Samsung displays let them continue watching the same content, creating a seamless viewing experience. “It is great not to miss anything while you are moving about the suites.”
For Jonathan del Rosario, head of product and display solutions at Samsung America, that’s transformative.
“Samsung Hospitality TV really reinvents the guest room experience by enabling the hotel to provide digital concierge service; that means access to menus and hotel information, as well as making it easy for guests to seamlessly integrate whatever they want to the TV experience in the room.”
That all HTVs are connected to Samsung LYNK Cloud gives significant support to management, too, del Rosario highlighted. “We unlock seamless operational capabilities for hotel owners by allowing them to manage all of the content in each of the guest rooms, as well as troubleshoot any challenge they may have with the hardware remotely and easily.”
The same HTVs are featured in public areas on the property, including the dining venues, where they broadcast sporting events and advertisements. There — and throughout the property — they are deployed alongside 32″ EMDX-A Series Color E-Paper QHD Smart Signage. Built to mimic paper signage and expand its capabilities, these lightweight, ultra-thin, low-power displays allow staff to shift marketing and messaging as needed throughout the day while quickly and efficiently updating content.
“Samsung E-Paper uses digital technology to replace paper,” enthused del Rosario. “It provides the ability to quickly update through the digital capabilities and is a more sustainable solution.”
“Your first experience with art doesn’t begin on the guest-room floors, it starts in the lobby,” Murray said. “We have our fabulous E-Paper in the lobby, which we can use to customize content. We love the flexibility to display a lot of what’s happening at the hotel and in New York City.
The Technology
HBU8000 Crystal UHD 4K Hotel TV
Let your guests access their most loved content. Introducing the HBU8000, a new hospitality TV delivering premium hotel entertainment experiences. Featuring detailed UHD picture quality and access to top streaming services, Samsung’s elevated in-room content solution adds a personal touch to each stay, turning new guests into repeat visitors.
32" EMDX-A Series Color E-Paper QHD Smart Signage
Paper to E-Paper, flexibility meets efficiency. Introducing the Color E-Paper EMDX series, Samsung’s next-generation product featuring ultra-light and ultra-thin displays with low power consumption. It delivers paper-like picture quality without additional infrastructure, digitizing the traditional paper experience.
The Results
A consistent, modern hotel experience
The chief success of the partnership between Samsung and voco Times Square – Broadway is a consistent entertainment experience throughout the property.
“You may be watching a sporting event in your room and then want to visit the restaurant,” Murray explained. “You can pick up where you left off with the same great picture and sound quality, whether you’re in the room or a public space.”
For management, the benefits go even further. The displays boost upselling by creating a more interactive experience that drives room upgrades and premium suite sales. At the check-in desk, Samsung displays showcase the hotel’s many room configurations and suite options.
“We use the displays to show guests what they can upgrade to,” Murray said. “So, you may have booked a regular or a standard room but decide you’d prefer a premium suite once you get here.”
People were really impressed with the E-Paper, too, noted McCabe. “It helped our guests directionally figure out where to go in a very quick, concise way. What’s more, it’s so light that we could put it wherever we needed.”
Samsung displays are playing an important role behind the curtain, too. The hotel uses them for internal operations and staff communication. During pre-opening activities, the property relied on Samsung displays for weeklong employee training sessions across multiple hotel spaces. The displays helped ensure all employees received the same viewing experience during the presentations.
“The video and sound quality were great, and everyone got the same experience as the person at the front of the room,” confirmed Murray.
Perhaps most importantly, the partnership with Samsung enabled voco Times Square – Broadway to stand out in one of the world’s most competitive hotel markets, where even an inch of difference can make a mile of impact.
“Today’s leading hotel brands are focused on delivering experiences that feel both modern and deeply personalized, with technology playing a seamless role throughout the stay,” said Richard Leonarz, director of product management, hospitality television, at Samsung Electronics America.
“At voco Times Square – Broadway, our display solutions help bring that vision to life by transforming screens across the property — from in-room TVs to digital signage — into connected platforms for engagement and service, creating a more memorable stay,” Leonarz added.
Murray, McCabe and their team at voco Times Square – Broadway are committed to delivering that memorable experience with the support of Samsung displays.
“Being willing and able to move with innovation and invest in that part of the guest experience is essential for us,”
Murray emphasized. “It elevates our guest rooms and public spaces and sets us apart from the competition.”
To discover more about technology solutions for hotels and resorts, visit Samsung Hospitality.
