Ever walked into a hotel and experienced a wave of emotion wash over you, without consciously realising exactly what it was? Or sat in the hotel lounge for ages, watching people come and go, feeling you’ve just arrived but time has, in actual fact, flown? Or having a drink or two with your friends, when the rhythm of the music draws you in and before you know it, hours have passed?
Music as a sensory experience
It goes without saying that the hospitality industry relies heavily on the power of all five senses. Visiting and staying in a hotel can be a total sensory feast which catapults guests into a different realm to that of one’s home. Cast your mind back to a memorable hotel stay; the beauty and aesthetics of the hotel rooms, the smells of locally-made foods which waft through the restaurant, to the tastes of fresh, exotic ingredients used in your cocktail, the textures and tactile touchpoints within the hotel space, the list is endless… Last but not least, the sense of sound – be it the ambient background music to the curated playlists in multiple zones which evoke emotions, plus create and enhance the overall customer perception and experience, which in turn will increase the bottom line. This experience will reflect the hotel’s culture, values and overall vision and message it aims to portray and withhold.
There is no “one-size-fits-all” approach when it comes to determining what type of music works best for your hotel and its designated zones. Outlining your business goals will help articulate a winning music / audio strategy. For example:
- Creating a certain mood / atmosphere
- Altering the perception of time so customers stay longer
- Developing a desired emotion
- Creating a sense of nostalgia
Once this is established, deciding on the tempo is next, as this directly correlates with customer behaviour, both consciously and subconsciously. This gives hoteliers the power to formulate how they ideally wish for their guests to behave. Slower, chilled music has been proven to keep customers engaged and around for longer, which will result in increased product sales i.e. alcohol / food in a hotel bar and restaurant. Music can reinforce your hotel’s brand message and emphasise the influence of the holistic hotel experience, creating happy guests which means a healthier bottom line.
Science tells us that it takes less than 1.4 nanoseconds for sound to make an impression. Music can help capitalise on each guest experience.
Tune into the benefits of music
Music has a plethora of intangible benefits which are worth its weight in gold. It can build brand awareness, create memorable customer experiences and establish loyalty. In addition it has the potential to drive sales, which ultimately are the lifeline of any business. A study conducted by Ronald E. Milliman found a direct correlation between music and customer behaviour, whereby the speed of the music impacted how customers behaved, which led to a 38% sales increase.
Music is a constant companion (admit it – everyone loves to tap their feet and hum along) and can make customers feel connected and right at home from the get go. When hotel management teams strategise and plan the overall customer experience (CX), music should be near the top of their agendas. In today’s times, it’s much more commonplace and effective for hotels to utilise carefully curated playlists as part of the overall CX which have targeted objectives, rather than letting your staff take turns DJing with their own Spotify playlists, or hitting repeat just to fill the silence.
As we continue living through an experiential era where people focus on creating and building experiences, it’s business critical to ensure the right music is played to match both your audience and how they interact with your brand, as well as the image you’re aiming to uphold. As the adage goes, loyalty cannot be bought, it is built by experiences which matter most. Music is an universal language, so whether your hotel guests are foreign and speak a different language, music will incorporate and fuse them into atmosphere. With this in mind, playing local music by local artists can offer an unique angle when deciding on your music curation.
This sounds obvious, but there’s a lot at stake. There’s nothing worse than entering a hotel where the music irks you and creates a sense of irritability. In contrast, hotel music has the potential to make customers fall in love, increase spenditure in the hotel facilities, and ultimately, create unforgettable memories which will lead to loyal customers and repeat business. With so much emphasis on visual identity, it seems like music may be the winning piece of the puzzle. A hotel’s music choices need to be tailored to perfectly sync with the kinds of experiences you want your customers to have, as well as a differentiation point, so you stand out from your competitors.
Music can increase your hotel brand’s favourability by 46% (Man Made Music).
A study by YouGov revealed that 78% of customers like background music in (hotel) restaurants and bars. Furthermore, 71% of customers believe that music creates a better atmosphere, where 68% say they are likely to stay longer if there was good music playing. Music in hospitality, especially hotels, has the direct ability to grow your business, by retaining current customers and attracting new people who will ultimately be retained and return. When customers feel that your brand resonates and makes them feel comfortable, the chances are they will stay longer, return more often and boost your revenue.
How is music adding value to your bottom line? Here at Ambie, we’re passionate about helping the hospitality sector achieve more through the power of music. We’re a blend of playlist curation, smart technology and human expertise which means we offer the best of all worlds.
Request a demo and find out how to enhance your hotel’s experience and bottom line.