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Brown’s Hotel: Using music to create memorable guest experiences

Ambie visits London’s iconic luxury Brown’s Hotel, part of Rocco Forte, to meet the leadership team and staff. We discover how they benefit from Ambie, and talk about all things music in their hotel.

About Brown’s Hotel (Rocco Forte)

Located in London’s most exclusive borough of Mayfair, Brown’s Hotel is a mix of chic, modern and arty; making it the ideal base for luxury travellers and guests. As London’s first hotel, steeped in rich culture; Brown’s has a fascinating history. Since 1837, it has welcomed some of the most glamorous personalities, from writers to royalty and artists to icons. Brown’s is all about luxury, sophistication and being quintessentially English; and this shines through its decadent décor, attentive staff, fine-dining options, spacious rooms, and of course – delicious Afternoon Tea.

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The Aim

Brown’s focus is to create the perfect ambience and experience for every guest. They needed a music solution that would ensure each of its spaces (restaurants, bars, rooms) created the right ambiance and tailored experience.

The main challenge with their previous music partner was lack of flexibility and visibility. But consistency and being on brand is key at every single touchpoint, so they needed a transparent solution that understood their brand, their values and become a part of their overall offering.

Audio branding is important, just as important as visual branding

Charles Forte, Development Manager at Rocco Forte Hotels.

The Ambie Solution

We came on board as Brown’s music partner with a focus on creating moments at those touchpoints: how do we want guests to feel when they arrive? And as they’re waiting to be served? How should the start of breakfast feel compared to the end of dinner? Our Curation team immersed themselves in the hotel and what they wanted to achieve; how each space was designed for a specific purpose, and how guests should feel throughout the day. John McClean, Brown’s Hotel Manager, explained that one of things they strive to constantly achieve on every single guest interaction is to create a memory. “We’re not the biggest, shiniest or glitziest, but we’re truly a 5 star hotel that envelopes our guests in a way that no one else can do”.

We worked with the team to create a simple solution: Scheduled, on-brand playlists that underpin their welcoming and sophisticated atmosphere – to perfectly match the aim of the business. And for brand consistency, we enabled centralised control that’s always fresh and right for the moment.

Take a listen to the Donovan Bar’s playlist

Donovan Bar, Brown’s Hotel

The Outcome

“Ambie understands the direction of the music and brand so there is no micromanaging,” commented Charles Forte. “I’d recommend Ambie because they communicate really well with us, listen to what we want and the curation has been really good. Ambie’s technology and ease of use has allowed our managers and staff to be in control as and when needed. Above all, there is a harmonious experience when it comes to music, something which makes a lasting impact on both guests and staff alike.” 

Ambie took on board all the feedback from Brown’s and made their vision a reality, and continues to with its fresh music and regular playlist updates. For Brown’s, having the personal touch made all the difference; from direct contact with the curators and account managers, to direct channels for (personal) support.  

“Music in a bar can definitely affect the revenue potential. Good music may make the customer have an additional drink, whereas bad music will make me leave the space almost immediately.” Charles Forte

If you’d like to know more about how Ambie could help your business and create your desired atmosphere, talk to our team.

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