LG Electronics USA is using the stage of HITEC 2025 – the world’s largest hospitality technology event – to display an expanded line of smart hotel TVs, a new version of its Pro:Centric platform, and new monetisation programmes, from June 16-19 at the Indiana Convention Center, Indianapolis, US.
At HITEC 2025, LG has introduced its new UK660 Series of 4K Ultra-HD Smart TVs that it says are built for affordability. Available in screen sizes from 43 to 65in, the UK660 Series boasts premium features like Netflix certification and built-in dual casting with Apple AirPlay and Google Cast.
LG’s Pro:Centric platforms are also on display at this year’s show, including:
- Pro:Centric Direct – Enables customised welcome screens, on-screen promotions, IoT integrations, and remote TV management.
- Pro:Centric Stay – Designed for brand loyalty and personalisation, this extension delivers data-driven experiences for short term rentals.
- Pro:Centric Cloud – Scales content and control capabilities across multi-property portfolios.
LG is also showcasing that its Smart Hotel TVs support both Apple AirPlay and Google Cast, enabling guests to share content from their Apple and Android devices directly to the TV screen.
Jake Benner, senior director of hospitality at LG Electronics USA, said: “LG isn’t just talking about the future of hospitality – we’re showing it. At HITEC 2025, hoteliers can see firsthand how LG is transforming TVs and displays into guest experience enhancers, revenue generators, and operational workhorses.”
In addition, LG is displaying Pro:Centric Catena, a system designed specifically for public-area display management in bars, restaurants, gyms, and lounges. Catena allows staff to control and group TVs via a web-based interface – adjusting channels and settings across multiple displays from a tablet or desktop.
At the same time, guests can 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.
Meanwhile, LG is previewing a 30in transparent OLED display with an AI assistant in collaboration with Invisible Arts, an AI pioneer that specialises 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.
Benner concluded: “LG remains the only hospitality display provider offering OLED TVs for hotel environments, a full TV lineup from economy to luxury, native dual casting with Apple AirPlay and Google Cast, seamless third-party integration, a suite of monetisation tools, and the loyalty-building power of Pro:Centric Stay. With the most complete ecosystem in the industry, LG is redefining what’s possible for hospitality displays – at every level of the market.”
Look out for our Focus on AV in retail and hospitality in the forthcoming July/August edition of Installation, available from July 25.
