Hologram Concierge technology beams into hotel rooms, an industry first |

The technology has been installed in the hotel’s penthouses and presidential suites, allowing guests to communicate with hotel staff through holographic projections.

By Orit Naomi, HTN Staff Writer – 6.4.2024

The Beverly Wilshire, a Four Seasons Hotel, has introduced a new approach to in-room concierge services using hologram technology developed by Proto. The technology has been installed in the hotel’s penthouses and presidential suites, allowing guests to communicate with hotel staff through holographic projections.

This is the first time a hotel has integrated this product into its rooms, a move that Proto CEO David Nussbaum hopes will be replicated across the industry. The device, called M, is a compact tabletop model with a height of 29 inches, a width of 12 inches and a depth of 8.5 inches. It works by capturing video through a camera or mobile device linked to the device’s software. The video is then projected in real time into the space behind the device’s screen, allowing the guest and holographic staff member to communicate visually and audibly.

The technology inside the device consists of a series of projections and evenly distributed LED lighting, designed to render the subject three-dimensional and lifelike. The software platform that powers the technology can be used to connect a network of these devices. The hologram can be a real-time projection of a person, a recording or a digital avatar.

Previously, Proto’s hologram technology has been used at notable locations in New York, including Lincoln Center, Rockefeller Center, Moynihan Station, NYU, and by the Brooklyn Nets at Barclays Center, and, most recently, Terminal 4 at JFK Airport, where comedian Howie Mandel beamed in live to surprise travelers. The Los Angeles-based company holds the patent for hologram machines and the secure platform that makes holoportation possible. Proto is active in various sectors, such as corporate, education, entertainment, healthcare, telecommunications, sports, arts and retail. Its customer base includes prominent names such as Amazon AWS, Verizon, Accenture, PwC, Christie’s and NBC Universal.

Proto’s first hologram device, The Epic, was a two-meter tall device released in 2021. The company demonstrated both devices in a video on social media.

While the hotel is currently focusing on the interaction capabilities, it is also exploring other potential applications for the devices. This could include enabling guests to attend remote meetings, offering shopping experiences at luxury retailers on Rodeo Drive, hosting business speakers and offering entertainment and fitness content.

Nussbaum agrees that the potential applications for hotels are enormous. He cites the example of Hotel X Toronto, which recently installed a life-size display in the lobby to serve as a digital concierge. Nussbaum also promotes the technology as a means for companies to reduce business travel and its associated environmental impact.

Proto is not the only company looking to introduce hologram technology into the hospitality sector. Last year, startup Holoconnects installed a similar hologram box to replace reception staff at a new Aiden hotel in Denmark, as part of a 30-hotel deal.

A hotel in Denmark has introduced a hologram to manage reception activities. The holographic system, developed by the startup Holoconnects, was implemented in February 2023 at the Aiden by Best Western hotel in Herning.

Upon entering the hotel, a guest’s movement activates a preset hologram video that is projected in a Holobox measuring 1.8 by 0.9 meters. The guest is then greeted with a variety of options, displayed on a large touchscreen, including pre-recorded information about the hotel. If the guest needs assistance from a live representative, a customer service representative can connect remotely and appear as a hologram in the box. The strategy is to have one employee in one central location who manages the emails and calls and maintains the hologram boxes for up to five hotels.

Proto boasts a roster of high-profile investors, including Paris Hilton, Howie Mandel, Quavo, Lil Wayne, Brittney Griner, Marshawn Lynch, Robert Griffin III, Albert Pujols, Tim Draper and Mike Walsh. Since its founding in 2019, the company has raised $12 million in a Series A funding round and is currently offering an open convertible note.

The company’s operations are primarily in the entertainment industry and for marketing and advertising purposes, with its technology used at airports, theme parks, cruise ships and by more than 120 other entities. It has also been used by about 40 universities for distance learning and was recently presented at an AARP convention as a potential tool to combat loneliness and improve telehealth for the aging population.