Samsung in The Frame

Samsung Electronics Australia announced the local launch of The Frame (HL03H model) in Australia. Designed for hotels and premium commercial spaces, the new model brings the world’s first Art TV to Samsung’s hospitality TV line-up. It serves as both a premium display and a design feature, adding artwork, entertainment and connected hotel services to guest rooms and shared spaces.

“For hotels, every detail contributes to the guest experience, and technology is increasingly part of that equation,” said Shane Cook, Head of Display at Samsung Electronics Australia. “The Frame has been long loved by Australians in their homes, and now the highly anticipated hospitality model gives accommodation providers a way to elevate both the look and functionality of their spaces. We are thrilled to be combining premium entertainment, digital services and customisable artwork in a single display. As hotels continue to focus on creating more memorable and personalised stays, we’re committed to delivering solutions that help them differentiate their offering while staying connected to evolving guest expectations.”

A Hospitality Display Designed for Premium Spaces

With this hospitality model, Samsung brings the award-winning design and functionality of The Frame to hotels and corporate environments. The display combines 4K QLED picture quality with a refined form that fits naturally into premium interiors. Its Anti-Glare panel reduces unwanted reflections, while the Slim Fit Wall Mount allows the TV to sit close to the wall for a clean, gallery-like installation. The Frame eliminates the need for a separate One Connect Box by integrating key connection components into the display, supporting simpler installation in hospitality spaces. Optional magnetic bezels allow hotel operators to customise the frame to match the mood and design of each space, as well.

Collection Hub gives The Frame its distinct value as an Art TV for hospitality environments, allowing hotel operators to display selected artwork, photography or brand visuals when the TV is not in active use. Generative Wallpaper lets guests create AI-generated backgrounds for the screen, adding a customised touch to their room experience. Together, these features help each display become part of the room’s design, whether presenting hotel-curated visuals or AI-generated imagery selected by guests.

As Samsung’s most premium hospitality TV offering, The Frame for hotels is the first model in Samsung’s hotel TV lineup to support Generative Wallpaper.

Beginning with Samsung’s 2025 hotel TV line-up, and extending to the HL03H model, Google Cast and Apple AirPlay support allows guests to share content from a smartphone or tablet to the in-room TV by scanning an on-screen QR code. No separate login is required, and device connection information is automatically deleted upon checkout to help protect guest privacy.

Managing Hospitality Features from One Platform

LYNK Cloud, Samsung’s comprehensive hospitality cloud solution, helps hotel teams monitor TV status in real time, update on-screen services and distribute guest-facing content across connected displays from a central platform.

With the support of LYNK Cloud, guests can access digital concierge features, book hotel services and order room service through the in-room TV. This gives hotels another way to connect guests with property services directly from the display.

LYNK Cloud also includes Business Intelligence, a feature that helps hotel teams understand how guests use in-room TV services, including frequently ordered menu items or popular TV channels. These insights can support more relevant offerings and help identify new revenue opportunities.

Furthermore, LYNK Cloud supports Collection Hub management on hospitality model of The Frame. With it, hotel teams can distribute selected art content across connected devices simultaneously. They can adjust brightness and colour tone based on indoor lighting conditions, as well, helping each display fit the hotel’s brand concept and room environment.

The new model is now available for hospitality providers in 43-, 55-, 65- and 75-inch sizes.