The iconic "Art TV" is being adapted for premium hospitality spaces with new guest-centric features and cloud management, debuting at HITEC 2026.
As hotels increasingly compete on interior design and guest experience, Samsung is bringing one of its most popular consumer televisions into the commercial space. The company announced The Frame Hospitality at the HITEC 2026 conference in San Antonio, a version of its art-imitating TV adapted for hotels with new AI tools and cloud management.
The new lineup (model HL03H) is set for a global rollout in the second half of this year. It will be available in 43-, 55-, 65-, and 75-inch models, aiming to give hotel rooms a display that doubles as decor.
The appeal of The Frame for hotels lies in its dual identity as both a premium 4K QLED television and a customizable art piece. When not in use, the screen displays artwork or hotel branding via its Collection Hub software.
To mimic a framed picture, the display is engineered with a slim 27.5 mm profile and an anti-glare panel to reduce reflections.
A "Slim Fit" wall mount allows the unit to sit flush against the wall. Hoteliers can also swap the magnetic bezels to match the TV's frame to the room's design.
"With The Frame for hotels, Samsung is bringing one of its most distinctive TV experiences to hospitality businesses," Hyoung Jae Kim, Samsung's Executive Vice President of Visual Display, said in a statement.
In a first for its hospitality lineup, Samsung is embedding AI directly into the TV. A new Live Translate function offers real-time subtitles for broadcasts in several languages, including English, French, German, Spanish, Italian, and Korean.
Another tool, a Generative Background engine, lets guests create their own visual themes on the screen. These features directly address traveler pain points like language barriers while tapping into the growing demand for personalized hotel stays.
For operators, Samsung's LYNK Cloud platform enables staff to remotely manage content across hundreds of rooms. This allows for centralized control of welcome messages, branding, and art collections.
Kim added that Samsung will "continue to invest in hospitality display solutions that help brands deliver premium service, strengthen their brand identity and prepare for the next phase of connected guest experiences."
