As artificial intelligence (AI) becomes more and more a part of making it easier for hotels to operate, Hotel Communication Network (HCN) is introducing the technology to its in-room tablets, which now feature a new voice-activated AI concierge and an advertising-supported business model aimed at making the platform accessible—even profitable—for hotels, including those with tighter margins.
Anchored by a guestroom tablet that replaces a range of devices—from phones and TV remotes to printed directories and QR codes—the solution is designed to become the hotel’s primary communication and service platform. The new AI enhancements, now entering deployment, include a humanlike digital concierge capable of addressing guests by name, answering questions in up to 40 languages (with plans to expand to 120) and assisting with services within and outside the hotel.
“We’re delivering a new layer of personalized service without requiring guests to download anything,” said Kevin Bidner, CEO, HCN. “This is about eliminating friction. Guests don’t want to scan codes or install apps—they want information immediately, and our tablet is designed to meet that expectation.”
The tablet’s concierge avatars—customizable by gender and race—greet guests by name, using information drawn from the hotel’s property management system (PMS). Guests can use voice commands to request services such as housekeeping, room service or spa appointments, or to receive personalized recommendations for nearby attractions, restaurants or entertainment. In select cases, the AI will compile personalized itineraries and send them to guests’ phones, accompanied by the same digital concierge.
Unlike traditional kiosks, the tablet does not process payments. Instead, guests complete transactions like ticket purchases or restaurant bookings on their phones, which Bidner sees as a more secure and comfortable option. “We’ve designed this around how people already behave,” he said. “Guests don’t want to type credit card info into a public device.”
While the technology is significant, the company is equally focused on solving the cost barrier that has traditionally prevented wide-scale adoption of guestroom tablets—particularly in the four-star segment. Bidner points to HCN’s advertising-supported model as a turning point.
“The tablet itself isn’t expensive, but maintaining the platform has been a challenge for hotels outside the luxury tier,” he said. “Our model flips that. We’re now able to offer tablets at little to no cost. In many cases, we provide revenue share to the hotel based on advertising and transactions made through the platform.”
The advertising component is now live at scale, following what Bidner described as a final round of technical and revenue adjustments. He estimates that hotels may earn up to $10 per room per month in revenue, which could translate into a meaningful financial incentive over time.
As part of the monetization effort, HCN has launched a partnership with Zinio, a digital magazine platform. Guests can browse current issues of top titles for free on the tablet while targeted advertising plays beneath the content.
“Everything we do is centered on enhancing the guest experience while opening up new revenue streams for hotels,” Bidner said. “If a guest is reading National Geographic and enjoying it, and there’s a targeted, relevant ad below it, that’s value for everyone.”
The CEO points to significant engagement metrics as validation of its approach. Following a recent interface redesign modeled after consumer platforms like Netflix, the company saw average guest interactions rise from 20 to 80 page views per stay. “You can’t argue with usage,” Bidner said. “It proves that guests will engage if you make it easy.”
Unlike hotel apps, which typically see adoption rates below 20%, Bidner said tablet engagement often exceeds 90%, owing largely to its always-on, pre-configured presence in the room.
The AI concierge system is being deployed in stages. In-room hotel functionality—like ordering amenities or accessing property details—is already live in pilot hotels. City-specific services such as restaurant recommendations, ticketing support and itinerary building are under development, with full rollout expected by the end of the year.
Personalization is a key focus. While the tablets do not access or store loyalty data themselves, it provides tools that allow hotel brands to integrate their own data securely to customize guest greetings and recommendations. “We’re enabling brands to use their own information on our platform without compromising guest privacy,” Bidner explained.
The company’s AI avatars can even be customized by the hotel. For example, a Las Vegas property can use an AI version of an entertainer to greet guests by name, or a conference can have its host do the same. “It’s not just a gimmick—it’s a real tool to reinforce brand identity and welcome guests in a memorable way,” said Bidner.
To expand its footprint, HCN recently acquired one of its primary competitors, Crave Interactive, in a move that Bidner believes will consolidate R&D efforts and clarify the market for prospective clients. “This combination gives us unmatched capabilities and scale in North America and beyond,” he said.
The tablets are already installed in several properties, and the company is working with one of the world’s largest hotel brands, though he declined to name it due to contractual restrictions.
