Samsung Electronics is expanding its Art television (TV) The Frame into the hotel TV lineup, setting its sights on the global hospitality market.
The company announced on Tuesday that it will showcase the hotel version of The Frame at the Hospitality Industry Technology Exposition and Conference (HITEC) 2026, the world’s largest hotel technology exhibition, held in San Antonio, Texas, from June 15 to 18.
The hotel version of The Frame (model HL03H) boasts 4K Quantum Dot Light-Emitting Diode (QLED) picture quality, an anti-glare panel to minimize light reflection, and an ultra-slim picture frame design.
A standout feature is the Collection Hub function, which can display artworks and photographs even when the TV is off, effectively transforming hotel rooms into gallery-like spaces.
In a first for Samsung’s hotel TV lineup, this model also supports artificial intelligence (AI)-generated backgrounds and real-time translation features. Guests can create and display custom images on the screen, and watch local broadcasts or Samsung TV Plus in their native language while abroad.
The TV supports flush wall installation with a built-in connection method and a slim-fit wall mount. Its magnetic customizable bezel allows for interior design flexibility to match various room and lobby concepts.
Samsung is also offering dedicated solutions to boost hotel operational efficiency. Through the LYNK Cloud platform, hotel managers can remotely monitor and control room TV status and services. They can also analyze guest usage data to provide personalized services and generate additional revenue.
The hotel version of The Frame will be available in four sizes – 43, 55, 65, and 75 inches – and is set to roll out globally starting in the latter half of this year.
Hyung-Jae Kim, Vice President of Samsung Electronics’ Visual Display Business, said that expanding The Frame, the world’s first Art TV, into the business-to-business (B2B) market is a significant move. It’s confident it will offer new value to the corporate clients aiming to provide a differentiated luxury experience.
The Frame, launched in 2017 as the world’s pioneering Art TV, revolutionized the TV experience with its Art Mode, allowing users to appreciate artwork when not watching television.