LG and Marriott to Deploy Cloud-Based Smart TV Platform in Hotel Rooms
2026-09-04 · via DailyDOOH
LG Electronics and Marriott International have signed a memorandum of understanding to build a joint guest room content and services platform running on LG smart hotel TVs and cloud infrastructure. The companies plan an initial pilot at 40 Marriott properties in the US and Canada, according to the announcement, before any wider rollout across Marriott's global portfolio.
For operators watching the hospitality side of the signage and display business, this is notable less for the entertainment features and more for the management layer behind them. LG says the platform enables authentication and management of its smart hotel TVs and set-top boxes centrally, cutting reliance on on-premises video distribution gear. Marriott says its teams will be able to monitor device health, performance and status at the room, property, brand or portfolio level, which points toward the kind of centralized fleet management that CMS vendors in retail and QSR signage have been selling for years, now applied to guest room TVs at scale.
On the content side, the release lists linear TV, streaming and FAST channel support, more than 40 OTT apps and 250 channels, plus personalized advertising through LG Channels and client-side ad insertion. That ad insertion detail is worth flagging: it signals LG wants hotel room screens to carry addressable advertising, not just guest-selected content, which is a shift from the traditional pay-per-view or cast-to-TV hospitality model.
The announcement does not say what the platform is built on beyond webOS, cloud and device management technology, nor does it name a CMS partner, hardware refresh cycle, or cost to hotel owners for adopting it. It also does not specify which Marriott brands are included in the 40-location pilot or give a timeline for broader rollout.
LG frames this as building on its existing hospitality display relationship with Marriott, positioning the hotel TV as what it calls a central platform rather than a standalone device. The companies also say they intend to extend connected management into public and shared hotel spaces later, which would bring the deal closer to conventional digital signage territory beyond the guest room.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
LG and Marriott Next-Gen Hotel Platform Partnership
LG Electronics ( LG ) has entered into a strategic collaboration with Marriott International to shape the next generation of smart hotels through the development of an integrated guest room content and services platform powered by smart hotel TVs and cloud technology.
As part of the collaboration, the two companies have signed a memorandum of understanding at Marriott’s global headquarters in Bethesda, Maryland, USA, to further advance the jointly-developed guest room entertainment and technology platform. Marriott plans to adopt the jointly developed platform across its participating hotel portfolio, bringing a modern approach to in-room entertainment, and laying the foundation for device management, and connected guest experiences across Marriott properties.
“Through our strategic collaboration with Marriott, LG is expanding the role of the hotel TV beyond entertainment to become a central platform that connects guests with personalized content and services while helping hotel operators manage their properties more efficiently,” said Nicolas Min , head of the Information Display Business at the LG Media Entertainment Solution Company. “By combining our leadership in hospitality displays with cloud, webOS and device management technologies, we will continue to deliver innovative solutions that help shape the future of smart hotels.”
As leaders in the hotel TV and hospitality industries respectively, LG and Marriott aim to improve hotel operational efficiency and simplify maintenance while providing guests with more convenient and personalized in-room experiences.
“Our collaboration with LG reflects Marriott’s commitment to building technology that elevates the guest experience across our portfolio,” said Drew Pinto , executive vice president, and chief revenue and technology officer at Marriott International. “By combining LG ’s connected-device capabilities with Marriott’s hospitality expertise and enterprise platform, we are creating a more seamless, personalized guest room experience while helping hotel teams operate more efficiently. This work is an important step toward building a smarter technology ecosystem that evolves alongside the needs of our guests.”
Advancing Smart Hotel Experiences With Integrated TV and Cloud Solutions
Given the company’s long-standing relationship with Marriott, LG was selected to expand its work with the world’s largest hotel company to support its hospitality tech ecosystem starting with an innovative guest room entertainment and technology platform for next-generation guest experiences. Marriott is shaping the platform around guest experience, property operations and enterprise integration needs, while LG is co-developing the platform, device management and technical support behind it.
A prime goal of the collaboration is to make the TV part of a connected guest room experience rather than a standalone device. This new guest room technology platform helps turn the displays into a more unified experience for travelers, providing entertainment, hotel content and room functions with a seamless, easy-to-use system. The technology enables seamless authentication and management of LG smart hotel TVs and set-top boxes across participating Marriott properties, while reducing reliance on traditional on-premises video distribution infrastructure. LG ’s connected device capabilities are integrated with Marriott’s infrastructure to enable future smart-room experience.
Cloud-Based Platform Enhances Hotel Operations and Guest Convenience
Beyond enhancing the guest room experience, the platform provides Marriott with a centralized enterprise management environment for its in-room technology. Marriott associate teams will now have the ability to monitor device health, performance and status across individual guest room televisions, entire hotel properties, specific brands or groups of hotels, and even its broader property portfolio. This centralized approach enables faster issue identification, more efficient content and application updates and improved operational visibility across Marriott’s global hospitality network.
A key feature of the technology is its in-room entertainment system, which supports linear TV, streaming and FAST channels including over 40 OTT applications and 250 channels. The television experience will also offer personalized advertising through LG Channels and client-side ad insertion capabilities.
Marriott Collaboration Expands LG Business Across Hospitality
The guest room technology will launch with an initial pilot across Marriott brands in 40 locations in the United States and Canada before potentially expanding more broadly in Marriott’s global portfolio, at participating hotels.
As the collaboration evolves, Marriott and LG intend to explore opportunities to extend connected digital experiences and centralized management capabilities into public and shared spaces throughout hotel properties, creating a more unified technology ecosystem across the hospitality environment.
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