The U.S. is gearing up for major sports events. With a high-tech makeover, the hotel industry is ready to play.

The hospitality industry is undergoing a seismic shift in technology, with features like digital signage and display becoming increasingly integral to delivering exceptional guest experiences. Consumer preferences are increasingly centered around personalized, meaningful and value-driven stays, prompting hoteliers to lean into entertainment and infotainment-led experiential offerings. Despite ongoing macroeconomic challenges from inflation to shifting consumer confidence, hospitality companies must work harder to attract guests and diversify revenue streams for sustainable growth. Building resilient models is key to thriving in today’s dynamic travel market. 

By integrating entertainment and gaming, food and beverage and retail, hospitality brands can elevate guest experiences and meet the needs of tech-savvy, content-hungry travelers. Technology leveraged to fulfill these requirements includes OLED 4K UHD Smart TVs, digital- and touch-capable signage, customizable DVLED displays, displays optimized for digital artwork in lobbies and even robot assistants, with AI playing a role.   

Revenue boost

Sports and entertainment have long been powerful drivers of hotel occupancy and pricing, and their influence continues to grow. According to data from AHLA’s 2025 State of the Industry Report, sports tourism was valued at $564.7B in 2023 and is projected to reach $1.33T. The 2026 FIFA World Cup will begin in June 2026 and is expected to generate $5 billion across North America; meanwhile, the 2028 Summer Olympics in Los Angeles could generate $11 billion and require 40,000 hotel rooms, offering California’s hospitality sector a major opportunity and windfall.   

These major sporting events and musical phenomena, like Taylor Swift’s Eras Tour, are reshaping travel patterns, providing new ways for cities to engage with visitors and offering exciting opportunities for hoteliers to boost revenue streams further, with technology front and center. 

Smarter screens, smarter stays

From interactive in-room displays to AI-driven booking systems, hoteliers are already embracing cutting-edge display technology to create a seamless, personalized and immersive stay for guests. 

The modern hotel room is no longer just a place to sleep; it’s a personalized command center. Interactive in-room displays are at the forefront of this transformation, offering guests control over their environment while providing tailored recommendations and real-time updates. For team sports fans, these displays can serve as a one-stop hub for match schedules, team-specific content and even live streaming of games.

During The World Cup, AI-driven systems can be leveraged to analyze guest preferences, display curated content and keep fans engaged and comfortable throughout their visit. Examples include exclusive match day offers, dining recommendations for pre- and post-game celebrations or even virtual stadium tours. 

Setting the vibe

The hotel lobby is the heart of the guest experience, and throughout the 2026 tournament, it can help to play a pivotal role in fostering excitement and community. Digital signage, video walls and interactive displays can transform lobbies into vibrant spaces that celebrate the tournament. Live match updates, breaking news and highlights from iconic sporting moments can be displayed in real-time, creating a buzz that resonates with fans.

AI-powered systems can again enhance this experience by tailoring content to guests’ preferences. For example, a fan of a specific team might see personalized content about their team’s progress, while another guest might receive recommendations for nearby fan zones or viewing parties. These displays can also integrate with social media feeds, showcasing live fan reactions and creating a sense of global connection. By blending real-time data with immersive visuals, hotel lobbies can become extensions of the 2026 tournament’s electrifying atmosphere. 

Streamlined journey

The traditional hotel check-in and check-out process can cause bottlenecks during major sporting events. Digital solutions are helping to eliminate these pain points, offering guests a faster and more efficient experience. 

Guests can check in seamlessly through their smartphones or hotel kiosks, bypassing long queues and receiving personalized greetings based on their preferences. AI-driven systems can also suggest room upgrades, match-related offers or local dining options during the check-in process. At check-out, digital displays can provide tailored recommendations for post-game experiences, transportation options or even future bookings. 

Comfort, customized

When implemented effectively, generative AI can also help streamline back-office operations, automate tasks, empower employees to focus on more meaningful work and tailor services that enrich every stage of the traveler’s journey. 

For sports events guests, this means returning to a room that’s perfectly prepared for relaxation after a thrilling match. AI-driven platforms can analyze guest schedules and behaviors, ensuring that rooms are set to the ideal temperature and lighting before guests arrive. These systems also contribute to sustainability efforts by optimizing energy usage and reducing waste, aligning with the growing demand for eco-friendly travel options.

Connecting guests

One of the most exciting applications of display technology is its ability to immerse guests in the local culture and excitement of global sports tournaments. Digital art installations, via optimized digital displays, multimedia storytelling and dynamic content, can bring the energy of the tournament into hotel spaces, creating a sense of connection and celebration. Real-time social media feeds, live match highlights and local fan celebrations can be displayed throughout the hotel, offering guests a taste of the global festivities.

As we look ahead to 2026 and beyond, display technology in hotels could become even more immersive and interactive. Augmented reality (AR) and virtual reality (VR) may even play a significant role in enhancing the guest experience, offering innovative ways to engage with sports content. Guests could take virtual stadium tours, relive iconic sporting moments, or watch real-time match replays, all from in-room VR displays.

Along with other major sporting and entertainment events across the U.S., the World Cup represents a unique opportunity for hoteliers to showcase the transformative power of display and associated technologies, enhancing the guest experience. By integrating immersive displays, smart building management, AI-driven systems and even robot assistants, hotels can create an experience that goes beyond accommodation, offering guests a seamless, personalized and unforgettable stay. 

Story contributed by Jacob Benner, senior director of hospitality, LG Electronics US.