Hospitality at leading hotels has become increasingly curated and intentional, with every design choice calculated to deliver a certain guest experience. Lighting shapes mood, artwork reflects the destination, furnishings establish character and sensory elements such as music and scent reinforce the brand.

Technology plays an equally important role. In the guest room, hospitality televisions (HTVs) have evolved from entertainment devices into platforms for guest engagement integral to a property’s overall design. Here’s how.

Where design meets technology

Today’s guests expect technology to integrate naturally into thoughtfully designed spaces rather than compete with them.

Samsung The Frame for Hotels demonstrates this approach. The 55-, 65- and 75-inch displays communicate a sense of place and reinforce a hotel’s visual identity. Instead of becoming a blank screen when powered off, the display can transition into Art Mode, playing a reel of curated artwork, destination photography, seasonal imagery and hotel-branded visuals. Rather than interrupting the aesthetic, The Frame for Hotels becomes another design element that reinforces a property’s identity.

A display designed for hospitality

When guests switch on The Frame, they receive the performance expected from a premium hospitality display. QLED technology delivers one billion shades of color at every level of brightness, while 4K resolution and high dynamic range (HDR) provide detailed, vibrant images for entertainment and digital content.

An anti-reflection matte display minimizes glare from daylight and interior lighting, keeping screen content visible throughout the day while preserving the texture and appearance of prints and paintings. A slim-fit wall mount positions the display close to the wall, creating the appearance of framed artwork rather than a conventional television.

A connected hospitality ecosystem

Design alone isn’t enough. Hotels also need displays that are simple to deploy, manage and personalize at scale.

The Frame runs on the Samsung LYNK Cloud — a comprehensive hospitality management system that integrates deeply with certified third-party Content Management System (CMS) partners and Property Management Systems (PMS) — enabling hotels to deploy OTT streaming services, update applications remotely, manage channels and monitor device health. Hotels can also offer interactive services such as digital concierge functions, in-room dining and facility bookings.

Powered by Tizen 10, The Frame provides access to streaming apps, smart room controls and personalized guest experiences. AI-powered features, including content recommendations and live subtitle translation, further enhance usability.

Guests can also stream content directly from compatible mobile devices via Google Cast and Apple AirPlay. QR code pairing simplifies setup without requiring additional hardware.

SmartThings Pro extends management capabilities by integrating The Frame into the larger HTV ecosystem. Hotels can automate Art Mode for arriving guests, monitor devices, improve energy efficiency and support proactive maintenance.

A new branding opportunity

The guest room is an extension of a hotel’s brand, and every design element contributes to that experience. Displays such as The Frame can become part of the visual environment.

For boutique hotels, that may mean showcasing commissioned artwork from local artists. Luxury resorts might feature destination photography. Lifestyle properties can reinforce their visual identity, while hotels can rotate seasonal imagery or promotional content throughout the year.

For designers, one of the room’s largest visual elements becomes an asset rather than a compromise.

Extending the guest experience

The Frame also creates opportunities to connect guests with the destination. Hotels can present local attractions, events, dining recommendations and seasonal experiences directly through the display, helping guests discover more during their stay while reinforcing the property’s connection to its surroundings.

By combining premium display technology with hospitality management tools and design flexibility, The Frame supports a more cohesive guest experience — one that aligns technology with a hotel’s brand and operational goals.

Discover more about how Samsung The Frame HL03H series helps transform in-room entertainment and craft a more personalized, design-conscious hospitality experience.