72% of people notice the music in your hotel. How to improve word-of-mouth marketing and guest satisfaction through curation

Hotels aren’t just places to crash anymore, they’re destinations in and of themselves. Whether booked for convenience or as a bucket-list getaway, hotels are now where you go to create memories and rave about when you get back home.

The role music plays in delivering a better customer experience

Long gone are the days of tinny muzak drifting through the lobby. Thanks to CDs and now digital streaming, the consumer has every genre they could dream of at their fingertips. With it, the role of music has broken beyond background noise - it’s a key player in how a hotel makes you feel. In fact nearly half of all guests (49% to be exact) say they care about whether the hotel plays music they like.

The global hotel industry is a more competitive market than ever too, worth $1.5 trillion and growing. Standing out is more essential than ever. The question is, how do you do it? You need to create an experience that positions you as a destination that guests love and return to.

From the Michelin-starred restaurant tucked inside the hotel to the spa treatments promising ultimate relaxation, the music you play is the invisible thread tying everything together. Your lobby is more than just a place to check in. It’s the guests’ first taste of what’s to come and sets the mood for their stay. The right playlist can make them feel as though they’ve stepped into a luxury oasis or a contemporary, urban hotspot. Set the tone and build a world your guests never want to leave and the numbers will speak for themselves: 40% of guests say they would stay longer in a business when they like the music being played.

Music and the hotel experience: set the tone

Every space in a hotel requires its own musical identity to help tell the story and set the tone. It’s an auditory reflection of your material and visual touch-points. When it comes to your restaurant, you might opt to lean into soft jazz at dinner or serve up a playlist that reflects the regional fusion of your menu. Consider how your music resonates with the acoustics of each space, the feelings and interactions you want to instil in your guests, and how your playlists shift to match the tempo of the day. All this is to create a seamless harmony that enhances every guest’s journey.

There's also the often overlooked 'in between' spots throughout the hotel. In the elevator, you want to keep the energy light and welcoming without awkward silences. In the hallways, the sound should flow effortlessly and easily without travelling into guest's rooms. Even the restroom is another space you can use music in a way to evoke certain feelings to show you've thought about every touchpoint and interaction.

Why curation is the answer to a five-star stay

The best hotels understand it’s not a ‘hit play and pray’ approach , it’s about curating soundtracks that match your space and the feelings you want to evoke, which means understanding the emotional impact music has on your guests. The goal is to make them feel something every time they step into a different space. Whether it’s relaxation by the pool or indulgence in the restaurant, music reinforces the mood you want to create, and good moods equate to positive outcomes.


Global hotel chains catering to frequent travellers might strive for uniformity, with identical layouts and offerings at every hotel, delivering a sense of comforting consistency wherever guests are in the world. This is where a centrally curated playlist becomes essential to the hotel stay and overall brand experience. For hoteliers looking to craft a distinct sense of place in each location, the music profile takes on a more tailored role. While the brand remains consistent, the soundscape should embody the unique identity and mood of the hotel, reflecting its surroundings, community, and the character of its spaces.

Music speaks without saying a word

Audio achieves all this without uttering a single word directly to your guests. It’s an experience that’s felt, not always consciously noticed, but it plays a crucial role in shaping the hotel’s overall personality. The right playlists have the power to transform a good hotel stay into a memorable one that guests will reminisce about long after they’ve checked out.

See how we can help you shape the customer experience in your hotels