Samsung has brought its popular lifestyle television The Frame into the Australian hospitality market, with the launch of a new model designed specifically for hotels and premium commercial spaces.
The Frame (HL03H) combines Samsung’s 4K QLED display technology with the appearance of framed artwork, giving hotels an alternative to traditional televisions. The new hospitality model is available in 43-inch, 55-inch, 65-inch and 75-inch screen sizes.
Designed to complement contemporary hotel interiors, The Frame features an anti-glare display to minimise reflections and a slim fit wall mount for a close-to-wall installation. The design also incorporates key connection components within the television, removing the need for a separate One Connect Box and simplifying installation.
Hotel operators can customise the display with optional magnetic bezels to suit individual interiors. When not being used to watch television, Samsung’s Collection Hub allows the screen to showcase artwork, photography and branded content, making it part of a room’s overall presentation rather than simply an entertainment device.
The HL03H is also the first model in Samsung’s hospitality TV range to feature Generative Wallpaper. The technology allows guests to create AI-generated backgrounds, adding a personalised element to an in-room experience.
Connectivity is another key feature, with Google Cast and Apple AirPlay support allowing guests to stream content from compatible smartphones and tablets. Available across Samsung’s 2025 hospitality TV range and the new HL03H, the functionality uses an on-screen QR code to connect devices without requiring a separate login. Connection information is automatically deleted at checkout to help protect guest privacy.
Samsung Electronics Australia Head of Display Shane Cook said the new model brings together entertainment, digital services and customisable artwork in a single display, giving accommodation providers more options when designing guest environments.
The Frame also supports Samsung’s LYNK Cloud platform, available separately, which provides hotel teams with a centralised way to monitor television status, manage guest-facing services and distribute content across connected displays.
The launch extends Samsung’s award-winning Art TV concept beyond the residential market, targeting hotels looking to incorporate technology into their interior design while providing guests with familiar entertainment and streaming options.
Optional bezels are sold separately, with supported styles varying by market and model. Apple AirPlay requires compatible Apple devices running iOS or iPadOS 17.3 or later.
