Samsung launches The Frame hospitality display in Australia

Samsung has launched The Frame Hospitality Display in Australia, extending its The Frame television range into hotels and commercial venues.

Listed as HL03H, the new model is aimed at guest rooms and shared spaces in higher-end properties. It combines a 4K QLED display with hotel service functions and remote management tools.

The display brings The Frame's design format into hospitality settings, where screens are often expected to blend into room interiors as well as provide entertainment. It includes an anti-glare panel and a slim wall mount designed to give it a gallery-style appearance.

Unlike some previous configurations, the hospitality version does not require a separate One Connect Box. Key connection components are built into the display, supporting simpler installation in hotels and other commercial spaces.

Optional magnetic bezels are available for operators that want to alter the screen's appearance to suit different room styles or shared areas. The model is offered in 43-inch, 55-inch, 65-inch and 75-inch sizes.

Guest functions

Samsung is positioning the display as part of the guest experience, rather than only as a room television. Collection Hub allows hotel operators to show artwork, photography or brand imagery when the screen is not being used for viewing.

The model is the first in Samsung's hotel television line-up to support Generative Wallpaper, which lets guests create AI-generated screen backgrounds. The feature is intended to add a more personalised element to the in-room display.

Support for Google Cast and Apple AirPlay is also included in Samsung's 2025 hotel television line-up, including the HL03H. Guests can share content from a phone or tablet to the room television by scanning an on-screen QR code. Connection information is deleted automatically when a guest checks out.

Management platform

The display works with Samsung's LYNK Cloud platform, which is sold separately. It is designed to let hotel teams monitor television status, update guest-facing services and distribute content across connected displays from a central system.

Guests can use the in-room television to access digital concierge services, book hotel services and order room service. LYNK Cloud also includes a business intelligence function that shows hotel teams how guests use television services, including which menu items are ordered most often and which channels are watched most.

The platform also supports Collection Hub management for The Frame hospitality model, allowing hotel teams to distribute selected art content across connected displays at the same time and adjust brightness and colour tone to suit indoor lighting conditions.

Shane Cook, Head of Display, Samsung Electronics Australia, said the company sees room technology as a growing part of the hotel stay.

"For hotels, every detail contributes to the guest experience, and technology is increasingly part of that equation," said Shane Cook, Head of Display, 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," said Cook.