Henry Wadsworth Longfellow might have come up with the most powerful words on the subject: “Music is the universal language of mankind.”
Sound envelops us, sets moods, recalls memories, and moves us. The audio experience can alert us to danger, enliven our senses, or rock us to sleep. It’s no wonder, then, that the luxury hotel industry understands just what an integral part of the guest experience sound and music can be.
In a report published by Crestron and the International Luxury Hotel Association, the ILHA Tech Committee devoted a portion of their research to audio, noting: “Integrating sound and music throughout public spaces in hotels can significantly enhance the guest experience. The committee discussed various approaches to using music to create distinct atmospheres and improve the overall ambiance.”
In that report, Quim Gener, operations director for Luxury Hotel Partners (USA and Caribbean) says, “Music is used to create distinct atmospheres in different areas of the hotel. For example, using technology to block out street noise and create a luxurious entrance experience in a busy city." Wendy Mertz, CIO of Virgin Hotels, explains their approach to audio: "We curate music to fit the vibe of each property, but we do not include ads or announcements. Music is an essential part of the guest experience and is tailored to each location.”
Music can also be part of the individual room environment — and a big part of a guest's first impression, as we noted on the Crestron blog:
“One of the key elements we concern ourselves with is the moment the guest first enters the room,” says Crestron’s VP of Hospitality Michelle Guss. “The goal is what we call ‘the grand welcome scene.’”
There are many variables that can create that scene in a given room, says Guss: “That trigger — when a visitor first unlocks their door — can cause the motorized shades or drapery to open or shut, depending on the time of day or the view, as the lights automatically adjust to the perfect level. The thermostat may already be set to a guest’s preference at check-in, so the room's the perfect temperature. And it can have the TV power up and display the hotel’s welcome message. If it's a luxury suite that has audio, that guest may have been asked for a specific genre of music or playlist — or even natural sounds such as water or wildlife — that begins to play in the background the moment the door swings open.”
“This can provide a memorable moment for the guest and can allow the hotel to provide ultimate personalization for the guest’s music preferences,” she adds.
While the notion of sound and music reinforcing a brand or beautifully rounding out the guest experience is hardly a new concept, the ways in which that audio is delivered have undergone some changes that are downright revolutionary.