Your Hotel's Screens Are Working. But Are They Earning?
Margins are tight, and industry forecasts put revenue per available room (RevPAR) growth between 1 and 3% for 2026. Hotels everywhere are hunting for new revenue sources, and part of the answer may already be hanging on their walls. Digital signage sits in nearly every modern hotel, yet at most properties those screens do little more than post agendas, welcome messages and wayfinding. The screens are working. The real question is whether they are earning.
Hotel Business Senior Editor Gregg Wallis recently sat down with Matt Schalk, General Manager of the Hyatt Regency McCormick Place Chicago; Ashley Skeeters of Accor Luxury & Lifestyle; and Gabe Gilligan, President of Xpodigital for a live webinar, "Your Screens Are Working. But Are They Earning?" The group unpacked the results from the 2026 Event Advertising Pulse Survey, a joint study from Hotel Business and Xpodigital, and explored how leading properties turn underleveraged digital signage into a real revenue stream.
View the 2026 Event Advertising Pulse Survey Report on hotelbusiness.com.
Demand for digital sponsorships is strong. Most properties are not in a position to capitalize on it.
The Gap, by the Numbers
The Hotel Business 2026 Event Advertising Pulse Survey reached senior decision-makers at select-service, full-service, and convention properties that already use digital signage. Their responses point to a wide gap between sponsorship demand and readiness to capture that demand:
78% do not fully monetize their screens, or lack the strategy or sales capability to do so
40% regularly receive sponsor and planner requests they cannot fulfill
63% are open to exploring a revenue-share partnership for digital signage
50% had never heard of revenue-share for digital signage in the first place
The report sums up its findings this way: "The hotels that will lead in event advertising revenue aren't the ones with the most screens. They're the ones with the best strategy, the right partnerships, and the ability to say yes when the next planner asks for a digital experience."
A 73% Sales Lift, on Top of an Already Strong Program
The clearest proof point came from the Hyatt Regency McCormick Place Chicago, where brand-related sales revenue grew 73% after the property moved to a managed digital signage strategy with Xpodigital. What makes the number striking is the starting point. This was not a property starting from zero.
"We already had a very sophisticated program in place," Schalk said. "So that's that big of an improvement over what we've been able to do, and that's 100% related to the partnership with Xpodigital."
Schalk credits the relationship more than the hardware. "They're not just a technology provider," he said. "They're truly a partner with us." That partnership turned problem spots into producers. One example was a long, underused walkway connecting the hotel to the convention center. "It just completely transformed an otherwise unexciting kind of dead space into a revenue generator and also an aesthetic enhancement at the same time," he said.
Less Work for IT and Event Teams, Not More
A common worry is that more screens mean more content to create, manage and schedule, more tickets for IT, and more load on already stretched staff. The panel made the case for the opposite when digital signage is fully managed.
"We manage the entire tech stack, from installation of the LEDs, to the digital signage software, to the conversation and content," Gilligan said. "It's turnkey, and it's about partnering with each property on the best results for their space."
The shift freed up the team at McCormick Place rather than burdening it. "It's reduced our workload significantly from where we were... even though we've added screens," Schalk said. "It's actually lightened the load of our marketing manager... she has more time to devote towards connecting with future groups and working on prospective sales."
That lighter load reaches the client side too. A managed partner handles service, support and content, so properties field fewer complaints, not more. Brian Leadbeater, Director of Catering and Events at Signia by Hilton Orlando Bonnet Creek, saw it firsthand: "Since partnering with Xpodigital, we've received little to no complaints from our clients and have seen increased revenue as a result."
Traditional Vendor vs. Revenue-Share
The model also lands differently with procurement leaders than a traditional vendor contract does. Ashley Skeeters described the case for revenue-share at Fairmont Scottsdale Princess and Fairmont Austin.
"It was little to no upfront investment with a partner that carried sales and a support burden," Skeeters said. "But what made it compelling from a procurement standpoint was that the incentive actually aligned. The partner grew when we grew."
That alignment shows up in guest experience too. Skeeters noted that when roughly 65% of guests report that the screens improved their stay, ownership started asking a new question: what else can the screens do? Gilligan framed the difference simply. "It's not your typical vendor - set it up and forget it," he said. "It's more of a conversation of how can we both do what's best for the property." He recalled one hotelier telling him early on, "Don't make my hotel into Times Square," a reminder that restraint and guest experience always come first.
Where Screens Earn the Most
Location drives results, and the panel was candid about what works. "Event advertising is where it's at right now," Gilligan said. "It really is." Placement comes down to attention. "Traffic and dwell time are very important. Escalators are always a killer location... dwell time is your most important factor," he said.
Skeeters confirmed it from the field. "The one that we didn't expect was the escalator screen," she said. "Those are by far the ones that our clients want more of." Points of decision matter as well, like the McCormick Place walkway, where the right message helps guests choose where to go next.
Four Best Practices to Leader Your Strategy
The webinar closed with these four best practices:
#1. Treat event advertising as a revenue channel - Fully leverage screen technology for sponsorship and advertising opportunities.
#2. Invest in advertising sales support, or partner for it - Even properties with signage lack the sales infrastructure to fully leverage it.
#3. Prioritize the planner experience over the hardware spec - Seamless collaboration and execution, including fast turnarounds and reliable vendor partners can make the difference in increasing event revenue and bookings.
#4. Evaluate partnership models that align incentives - Revenue-share ties partner compensation directly to your advertising revenue.
Xpodigital funds the hardware, installation, and core services through its Revenue Share Program. Properties that qualify contribute little-to-no upfront capital and benefit from dedicated sales, content and support specialists that manage digital advertising on the property's behalf, reducing the burden on event and IT teams. The goal is the same across LED Video Walls, digital signage, and digital out-of-home (DOOH) advertising: screens that improve the guest experience and earn their keep.
The webinar replay and 2026 Event Advertising Pulse Survey report both live on Hotel Business: watch the webinar replay or download the 2026 Event Advertising Pulse Survey Report.
Interested in finding out what your screens could be earning? Meet with us.
