In this exclusive editorial piece, we reveal how the AVLA licence is key for enhancing the guest experience.

When travellers check in at a hotel, they expect a certain level of comfort and entertainment. Television is a must-have. While some may argue that TV is a dying medium in the age of streaming and on-demand content, its importance should not be underestimated, especially in the UK. British films and television programmes are renowned the world over for quality, innovation and artistry. Imagine coming to a UK hotel and not being able to watch “Peaky Blinders”; “Traitors”; David Attenborough or “the Office”. Television still holds great value for the hospitality industry. 

Television in hotels is crucial for providing entertainment options and for enhancing the overall guest experience. TV allows travellers to unwind and relax after a long day exploring a new city or attending meetings, contributing to a more pleasant and memorable stay. Parents can enjoy their break relying on safe programming for kids.

While on-demand consumption may be on the rise, the value of traditional TV in hotels remains central in providing an entertaining and enjoyable guest experience. Furthermore, not all visitors may have access to streaming services (especially if they are abroad) or may prefer the convenience of flipping through British channels.

In addition, television can also serve as a valuable marketing tool. By offering a diverse selection of channels, hoteliers can cater to a wide range of guests and attract more visitors, differentiating themselves from competitors. Television also aids hoteliers build brand loyalty and positive reputation. Guests are more likely to return to a hotel that provides a high-quality entertainment experience, as well as recommend it.

However, with the convenience and benefits of offering television come certain responsibilities, particularly respecting copyright laws. Hoteliers must ensure they have the necessary licenses to broadcast content legally. 

The AVLA licence enables hotels, aparthotels, B&Bs and similar establishments to legally display in public TV channels containing audiovisual works (films, series, documentaries, cartoons and other TV shows) from AVLA’s extensive repertoire. It covers TVs in bedrooms and in communal areas of the premises (e.g. in a hotel’s restaurant, bar, etc.). Operating without a licence constitutes a legal infringement of the rights of AVLA’s creatives.

AVLA represents the UK largest and most varied community of audiovisual creators, comprising various categories of rightsholders: producers, authors, performers, directors, and visual artists. The AVLA licence covers an immense catalogue of works and rights not covered by other licensors. For clarity, the AVLA licence does not replace the licences of other entities, and vice-versa.

Respecting copyright laws is crucial not only to avoid legal or reputational risks, but also to support the creatives. Hotels that prioritize legal compliance demonstrate their commitment to ethical business practices and respect for intellectual property rights. This translates into an additional positive value that customers are more and more sensitive about. 

To learn more about AVLA and to get the licence, you may visit