One of the biggest lifestyle changes to come out of the pandemic was the drive towards all things contactless. And that’s when parks and the rest of the hospitality sector took a massive leap in embracing digital. From virtual tours, guest apps, QR-accessible menu cards to self-service kiosks with interactive screens we have seen a leap in the way businesses are using technology and also in the way users are engaging with it.

This article reflects on the activities one of my team witnessed whilst spending a week holidaying at one of our local parks. Whilst wandering over to reception he got chatting to one of the team who was struggling to fit a USB stick into the back of the wall mounted TV. When he enquired as to what they were displaying – a simple slideshow of images that was updated daily – it became apparent that there could be a few technical alternatives that would make life a lot easier – and also do away with the daily fumbling with USB sticks.

Based on an article for BH&HPA Journal September 2023


USB Sticks & Flash Drives

Don’t get me wrong, playing slides from a USB stick is a very neat, simple solution – but it has its limitations.

Most modern TVs and display screens have an embedded media player, so the easiest way to display content is to prepare a USB stick / flash drive with your videos and images needed, plug it into the TV and then use your remote to start playing back your files.

Generally, USB sticks are a cheap and easy way to display content, especially as they don’t need an internet connection, so they are ideal for locations where you don’t have great web connectivity. However, here are a few caveats:-

  • If the TV is powered off (or might have gone into power-saving mode), it does not come back on automatically and playback does not resume by itself. Someone needs to turn the TV back on, navigate the menus and start the playback.
  • Updating content means that :-
    • you need to stop the playback
    • remove the flash drive
    • update the files on it
    • plug it back in, and
    • restart playing back your files.

Having to do that on one screen is not too time consuming, but updating more than one display can be a real chore. And things can get a little messy if you are relying on others to update screens in other remote locations across your park or group.

  • Transitions between slides and videos can be a little flaky – it may take a couple of seconds for a TV to play the next playlist.
  • You often see information messages such as filenames and progress bars when transitioning from one piece of content to the next – something that no one wants to really see on a display screen.
  • Knowing if a remote screen is working or not can be nigh on impossible as you don’t have any feedback on the playback status of the display.


Digital Screens


Digital screens have become popular in the food and hospitality sector, particularly as the technology has become easier than ever to set up and costs have been driven down.

New digital signage technology has simple content management tools that you access over the web. So instead of relying on PowerPoint slideshows and USB sticks, you can now create content online and then deploy it very quickly.

Imagine being able to make real-time changes to your digital displays – literally refreshing content within seconds of uploading those changes on your desktop. It means that you can update your screens in reception without leaving your desk – you can add photos, videos, and update content in a few seconds. Your update can also be deployed to multiple screens around your park with a single click.

Need to display your evening events between 5pm and 9pm – well that functionality is covered too – you can prepare your display assets and schedule content in advance.

It really is this easy:-

Digital Signage steps



Benefits of using Digital Signage

  • Real-time Dynamic Content: Digital signage allows for dynamic, real-time content updates. You can make changes and update content remotely, making it very flexible for park use.
  • Manage content centrally: Most digital signage software is web-based, which means all your assets sit in the cloud and you can make changes in one place. You can also control multiple displays across different locations from a single interface.I have seen one marketing executive deploying content to four different park receptions all at the same time. Not only does it mean they no longer need to travel to four sites, but corporate branding is managed across all parks and guests see a consistent messaging.
  • Display different types of content: You can display a wide range of content, including videos, animations, live data feeds, social media updates, and more. Connect your CMS with your events schedule or holiday homes sale list and display your content dynamically without having to re-enter it!
  • Content Scheduling: schedule content throughout the day for specific events or promotions. For example, schedule a “welcome playlist” to only appear on your reception screens on changeover days between 3pm and 6pm.


  • Display Interactive Features: Digital signage can incorporate interactive elements, such as touchscreens, motion sensors, or QR codes, enhancing guest engagement.


  • Scalability: Suitable for parks with multiple locations or a need for many displays. Show content on different screen types like tablets, kiosk, and totems.


  • Cost: Although initial setup costs will be higher due to your hardware and software investments, it can be cost-effective in the long run for parks with extensive content needs.


Example uses of Digital Signage for Holiday Parks

Digital signage can come in different shapes and sizes, such as dynamic screens, tablets, and interactive kiosks. These screens can be strategically placed around your park, in reception, on arrival, in your sales suites, restaurants and entertainment venues.

Picture this, a family walks into reception on arrival and they instantly notice a vibrant display showcasing welcome information, upcoming events on park, popular attractions with opening times, and even the current weather. Wouldn’t that be a welcome change?

It’s not just about providing generic details but offering timely and relevant insights that enhance your guest’s experience.

Here are some ideas for using digital signage around your park:

  • Information and Wayfinding: Digital signage in your reception and common areas provides guests with general park information, park maps, weather information, facilities, and opening times. This helps guests navigate to their accommodation or pitch easily and get settled in.
  • Check-In / Check-Out Kiosks: love them or hate them, hotels (like Premier Inn) have been using self-service kiosks for several years now. Simple touchscreen digital displays allow guests to check in and check out independently, reducing the wait times at reception.
  • On-park events and activities: Digital signage can be used to promote your on-park activities and entertainment. Real-time updates that link with your events system can be incorporated to keep guest informed of timings and whether spaces are still available to be booked. Alternatively, highlight popular beaches, walks, and tourist attractions nearby, encouraging guests to explore the local area and enhance their overall experience with you.
  • Restaurant and Menu Displays: Digital menus and displays in your restaurants and bars showcase food and drink options, daily specials, dietary information, allergens, and promotions. Why not feature QR codes that can be quickly scanned to take you to a menu item or place an order in your food and beverage app.
  • Personalised Welcome Messages: TVs or digital displays in your caravans and lodges can be used to display a personalised welcome message when a guest and their family arrive.  Make them feel valued and appreciated from the moment they arrive on park. Offer them upgrades and deliver information based on their booking and party status – e.g. display local dog walks for a party bringing along their pooch.
  • Emergency Alerts: Digital signage can be used to broadcast emergency alerts or bad weather warnings, ensuring guest safety during unforeseen events.
  • Combined Signage, App, or website: by integrating digital signage with your mobile app, it creates a more personalised and convenient experience for your guests. Scan QR codes on your display screens to deep link to special promotions or VIP content on your park app or website.
  • Advertisement and Promotion: Parks can use digital displays to advertise their on-park services, loyalty programs, and partnerships with local businesses. These displays can be updated easily to showcase current on-park promotions. Again, combine these with scannable QR codes to drive guests to act.
  • Social Media Integration: You can incorporate social media feeds, guest reviews, or user-generated content into digital signage to engage guests and build a sense of community. Care should be taken to actively moderate any social posts – but it can encourage guests to share their experiences on their own social platforms.
  • Weather and News Updates: Displays can show current weather conditions, traffic updates, local news, and other relevant information to help guests plan their day.
  • Promote Repeat Bookings and Loyalty Programs: why not use your digital signage to encourage guests to join your loyalty programs or reward schemes, and actively promote repeat bookings.
  • Holiday Homes for Sales: Converting a holiday guest into a homeowner is a top objective for park owners that have holiday homes and caravans for sale. Showcase your latest listings in your sales suite and around your park. This can be done quite discretely, slotted in between other messaging or create a dedicated rolling display of homes for sale.


Starter Kit you will need for setting up your Digital Signage

There are several things to consider when choosing the best screen for your digital signage. What works for one park may not work for another. Think about the type of features you are going to need and the locations you will be displaying them in.

For example :-

  • Do you have one single screen that needs to show both images and high resolution 4k video content? Then you will need one type of solution.
  • Do you require a network of screens in multiple locations and remote device management? – then you will require something quite different.
  • Will your displays be running 8-12 hours a day, then you can probably use a consumer display. However, if you want to display content 24/7, then maybe you should buy a professional display.

The better you understand your needs, the better you will be able to choose the correct screen size and type.

Choosing your screen types

  • Tablets or iPads – these are the best setup when you want guests to interact with your content – maybe a touch screen, kiosk or when a guest is viewing the screen from a short distance away. Can be protected with a waterproof case or locked-down to protect your investment.
  • Computer Monitors – a great cost effective set up to show content on a screen. A monitor between 17 and 32 inches can be as little as £200, but if you are looking for something larger you are probably better off buying a TV.
  • Non-smart TVs – if you are on a budget but still want a larger screen to display content on, then a non-smart TV is a good solution. However, remember if you want to hook it up to the internet and manage your content remotely, then you will need to add a media device, like an Amazon Fire Stick or a Chromecast with Google TV to make it internet- ready.
  • Smart TVs – these are ideal as an all in one solution or where you have limited space to hang your display and connect a media device.A smart TV will already have internet and media playing capabilities. Check the specification before making your final purchase as not all smart TVs are great display performers. If you are displaying high resolution images and 4k video with transitions look out for TVs with computing operating systems such as Android TV, TVs, Tizen TVs from Samsung, webOS TVs from LG and even Windows or Linux.
  • Commercial Displays – commercial grade display screens are specifically designed for longer display times and business set ups. These types of displays have advantages over smart TV setups in terms of build quality, brightness, outdoor use or be able to combine with more than one display to make a video wall.


Digital Signage Software Solutions

Digital signage for holiday parks

Once you have chosen your display screens you will need to think about how you manage the content on them. Cloud-based Content Management System (CMS), making content creation and distribution on your screens an absolute breeze.

Having one centralised place to manage all your display content means you no longer need to manually adjust each of your screens. You can schedule content and even make bulk changes across multiple displays.

Some of the latest digital signage software solutions will also offer advanced features such as custom integrations with 3rd-party systems to make them even more effective.

When you are choosing a digital signage solution, here’s some of the functionality to look out for:-

  • Supports multiple image formats like JPEG, GIF, PNG
  • Supports multiple video formats like mp4, AVI, MKV
  • Online editor to design screen layout or choose from the standard template
  • Supports various signage player hardware OS including Android, Chrome OS, Linux, Windows, LG webOS, Amazon Fire TV, and Samsung Tizen
  • Option for scheduling daily, weekly, and monthly
  • Options for adding real-time news feeds, social feeds, communication, and collaboration.
  • Connect your own content with an API integration
  • Supports 4K resolution

Some Digital Signage cloud tools

View the original BH&HPA Digital Signage Article