Samsung Electronics Australia has announced the local launch of The Frame hospitality model (HL03H), the first Art TV in the company’s hotel TV line-up.
Designed for hotels and premium commercial spaces, the display serves as both a high-quality screen and a design feature, bringing artwork, entertainment and connected hotel services to guest rooms and shared areas.
The launch extends the award-winning design and functionality of The Frame into hotels and corporate environments.
The display pairs 4K QLED picture quality with a refined form intended to sit naturally within premium interiors.
An 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.
Installation is also simplified.
The Frame removes the need for a separate One Connect Box by building key connection components into the display itself, which Samsung says supports easier setup in hospitality settings.
Hotel operators can further tailor the look of each space with optional magnetic bezels, allowing the frame to be matched to the mood and design of individual rooms.
Bezels are sold separately, and supported bezel types may vary by country and model.
At the centre of the offering is Collection Hub, which gives The Frame its distinct value as an Art TV for hospitality environments.
The feature lets hotel operators display selected artwork, photography or brand visuals when the TV is not in active use, turning an idle screen into a considered part of the décor.
Guests can also personalise their stay through Generative Wallpaper, which allows them to create AI-generated backgrounds for the screen.
Together, the two features allow each display to become part of the room’s design, whether it is presenting hotel-curated visuals or imagery chosen by the guest.
As Samsung’s most premium hospitality TV offering, The Frame for hotels is the first model in the company’s hotel TV line-up to support Generative Wallpaper.
Connectivity is another focus.
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 at checkout to help protect guest privacy.
AirPlay in hotels requires an iPhone Xs or later running iOS 17.3 or later, or a compatible iPad running iPadOS 17.3 or later, with supported models including the iPad (6th generation or later), iPad mini (5th generation or later), iPad Air (3rd generation or later) and certain iPad Pro models.
Samsung says the launch reflects a broader shift in the hospitality sector, where technology is playing a growing role in how guests experience a stay.
By combining entertainment, digital services and customisable artwork in a single display, the company aims to give accommodation providers a way to stand out in a competitive market.
Shane Cook, Head of Display at Samsung Electronics Australia, said the product builds on The Frame’s popularity in the local market.
“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,” said Cook.
He added: “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.”
