Where is the Music gone in hotels?

There was a time where Music was sometimes associated with Hotels. And I am not talking about the spiritless elevator music we are used to in supermarkets, waiting halls and so on.

But too often, Music was a bit boring and all sounded the same. Until one hotel brand came out with the perfect association. Hotel Costes (with a terrible website in my opinion) is probably one of the fewest hotel brands that got recognised by its CDs more than by his rooms. The label behind the Costes collection CDs is still releasing one new CD every year and promotes successfully DJs like Pompougnac.




Back in 1999, Costes obviously was making a bet but it worked. The same applied for the famous Buddha Bar and its huge collection of CDs compilations and mixes.

Today with the right set up, you can have music in the lobby, in the bar, in the restaurant and in the rooms (remember that music played on the welcoming message on the TV set in your room).

But how come no other hotel chains or independant hotels followed up this initiative. I can see Music being one more personal touch about how your hotel brand is represented. And it doesn't have to be about selling CDs.

In 2010, you can simply register to different online music services like Last.fm or Deezer and make up your own playlist that most represent your hotel "audio" DNA.




For instance imagine I run this 30 room hotel in Florence. I come up with my playlist and export it to my website. If people want to play the playlist while browsing my site (and eventually book) they already know a bit more about my hotel.

 Text + Visuals + Sounds brings closeness to potential customers.

And then you can even sell the playlist thanks to Amazon.co.uk Associates services or iTunes.

Four Seasons recently have used a lot of YouTube to promote their hotels and they associated the video with some music background. But does the Music background is recognizable enough to relate to Four Seasons (Vivaldi anyone?).

I know there is the problem with royalties but there is music catalogue available  as well that woudn't cost you much http://www.royaltyfreemusic.com/hotel-music.htm. Besides,  have always heard that licences to play music in your hotel/ bar was not a big cost on your annual budget anyway.

HipHotels who is more famous for publishing hotel books (I own most of them) have released 2 CDs. As you can see the compilation is very diverse.http://www.hiphotels.com/music.php?cc=69.

W Hotels also attempted to create a CD collection as well. But they seem to have discontinued the collection.

But in today's digital world, you don't need to have physical support. Just create a playlist, share it with your customers in different areas of your hotel and why not have them contributing to a larger playlist.

Feel free to share your playlist on the comment box.

Comments

[Ben]

I visited Mollies in Auckland, New Zealand a few years ago and an Opera singer was practicing in one of the living rooms. It really made the visit memorable. Brilliant hotel by the way.

[Hookaudio]

Merci Guillaume! A point we have been preaching for years: the right sound can make or break the guest experience.

Music helps hotels connect to consumers on an emotional level, influence their feelings and ulitmately their decisions - before, during and after their visits. It can also become a valuable, long-term asset to use across multiple platforms, touch points, markets and cultures.

Music also helps to differentiate one hotel over the other, as evident with Costes and W (by the way, a little birdie tells me W Hotels is planning a new CD).

I cringed when I read your recommendation for royalty free music. Sure it's the cheapest and may be easy to implement, but is it effective? Your example of Four Seasons use of Vivaldi clearly shows it is not. I have watched the Four Seasons YouTube videos and they are missing a valuable opportunity for increased brand recognition and audience participation.

The costs associated with licensing are minimal these days, so budget should never solely determine the audio identity of a brand. Rather, music should match the brand's mission, values and aspirations.

Music is being consumed now more than ever and hotels have more opportunities to leverage the demand. The same music heard on a website should greet guests in the lobby (and rooms), enhance their meals in the restaurants, heighten their experiences in the spa and become a lasting memory in their homes.

I read your blog often and always enjoy your insight. Thank you...

sound affects-
Jon Myers
jon@hookaudio.com
http://www.HookAudio.com

Hook Audio helps amplify a brand narrative with custom music production, retail products, on-site music programming and social network integration.
Here's what we are hearing lately: http://www.HookVault.com.

[HotelBlogs]

@Ben: thanks for sharing your experience

@hookaudio: thank you for sharing your thoughts. Looks like your venture is spot on on the topic.
I agree that royalty free music is probably not the best route to deliver some "audio" into your hotel DNA. But I still believe the association of Vivaldi Four Seasons with the brand Four Seasons kind of make sense. The piece of music is highly recognizable. Maybe the association is too obvious though.
Will definitely check out your current music playlist. Cheers, Guillaume

[Jon Myers]

Sure, the music is aptly titled and as legendary as the hotels, but I would even say the association between Vivaldi "Four Seasons" and Four Seasons brand isn't obvious enough. Besides the music already being used by so many other marketers and in movies from past and present, all classical music can begin to sound the same to most people(sadly). The other music backing their videos sounds pretty diluted too. Having stayed at a few different Four Seasons, I guess I expect them to present a complete sensory experience in their marketing too.
When music is used in marketing, it should evoke emotions, engage the audience, encourage participation and ultimately generates revenue.
Keep writing! We're reading.
Just sounding off-
jon

[Sergei]

Always love hotels with good ambiance. For sure it's difficult to find one with perfection in everything, especially with good music around you. Actually I've got one it's Sri panwa (Phuket-Thailand). Excellent music is everywhere: in your villa, in restaurants even underwater in the pool. To bad they don't sell their compilations.

[Hotel Music Lover]

The thing i love about hotel music is the variety of genres in one building (not all hotels of course). You wake up, enjoy some nice soft music in the bathroom while brushing your teeth, take the elevator and usually get some boring stiff music, have breakfast with happy music and nature sounds in the restaurant, later go to the bar for some rock music then down to the club for house or electro. Its almost all there, under one rooftop. Amazing.

[jon myers]

W Hotels just released their 7th CD "Symmetry".
http://www.whotelsthestore.com/item.asp?curr_item_id=4558&cat_subcat_id=33

I still think CDs are the best medium for sharing branded music.