At HITEC 2025, LG Electronics USA is showcasing solutions to help hotel owners reduce costs, maximize operational efficiencies, leverage new revenue opportunities, and enhance the guest experience.
Smart Hotel TVs
LG provides a wide range of digital displays with commercial-grade durability, from industry-leading interactive guest-room TVs to desktop monitors, wayfinding displays, large-format displays, breathtaking video walls and revolutionary LG OLED displays.
At HITEC 2025, LG is introducing its new UK660 Series of 4K Ultra-HD Smart TVs that are built for affordability. Available in screen sizes from 43 to 65-inches, the UK660 Series combines elegant design and affordability with premium features like Netflix certification and built-in dual casting with Apple AirPlay and Google Cast – a first for any hospitality TV at this price point.
Pro:Centric Platform
LG’s Pro:Centric platforms are also on display at this year’s show, including:
- Pro:Centric Direct – Enables customized welcome screens, on-screen promotions, IoT integrations, and remote TV management.
- Pro:Centric Stay – Designed for brand loyalty and personalization, this powerful extension delivers tailored, data-driven experiences for short term rentals that build guest satisfaction and brand affinity.
- Pro:Centric Cloud – Scales content and control capabilities across multi-property portfolios, giving brands a centralized solution for consistency and efficiency.
What’s more, LG is also showcasing that its Smart Hotel TVs support both Apple AirPlay and Google Cast, enabling guests to easily share content from their Apple and Android devices directly to the TV screen.
Monetization That Matters
LG can embed revenue-generating tools directly into its platforms, offering client-side ad insertion for targeted ads in live streams, banner ads promoting amenities or offers, and LG Channels, which deliver IP-based content with built-in ad opportunities.
Catena: Bringing Control to Shared Spaces
LG is also showcasing Pro:Centric Catena, a powerful system designed specifically for public-area display management in bars, restaurants, gyms, and lounges. Catena allows staff to easily control and group TVs via a simple, web-based interface – adjusting channels and settings across multiple displays from a tablet or desktop. At the same time, guests can conveniently select and receive TV audio on their mobile devices through a web-based interface – no app required. Operable on LG’s Smart IPTV commercial displays, Catena supports both HD and 4K UHD resolutions and delivers a dramatically improved experience for staff and guests alike in shared hospitality environments.
The Future: Transparent OLED Meets AI Concierge
Offering a glimpse of what’s next, LG is previewing a 30-inch transparent OLED display with an AI assistant in collaboration with Invisible Arts, an AI pioneer that specializes in advanced AI-driven training, simulation, and immersive technology solutions. The company develops adaptive synthetic environments, leveraging AI, machine learning, and human-synthetic interactions to enhance customer engagement, decision-making, skills training, and operational readiness.
From recognizing returning guests and tailoring experiences to their preferences, to assisting front desk staff by answering common questions or managing check-in, the display is designed to act as a digital concierge or virtual assistant that can help reduce the operational challenges faced by many commercial customers while improving consumer satisfaction by interacting with a synthetic human that is both effective and friendly. In guest rooms, the display can also act as a personal assistant, concierge, or even a digital butler, offering customized service and anticipating guest needs based on their profile.
