S2, E13: You’ll Never Hear Hotel Music the Same Way Again

Reflect on your last hotel stay: Did you pay attention to the music in the background? Perhaps yes, perhaps no. Regardless, that music was likely carefully selected. In this week’s episode of Unpacked, we delve into how this music is curated—and the psychology behind its selection.

Host Rachel Parsons engages with a range of guests, from the CEO of a hotel music curation company to a music psychologist, who explains why music is so powerful in shaping memories and emotions.

Transcript

Aislyn Greene, host: I’m Aislyn Greene, the associate director of podcasts at Dinogo, and this is Unpacked, the podcast that tackles one challenging travel topic each week. Today, we’re diving into the surprisingly deliberate realm of hotel music. Our guide is Rachel Parsons, a multimedia journalist and host of the solo travel series Peregrine Dame.

Rachel, who divides her time between London and L.A., found herself in a hotel lounge when she noticed someone attentively adjusting the music in the space. Suddenly, she became aware of the music in a way she never had before, sparking her curiosity about what goes on behind the scenes. To satisfy her curiosity, she interviewed a range of individuals, from the CEO of a hotel music curation company to a music psychologist who explains why music is so powerful in shaping memories and emotions. Let’s tune in.

Rachel Parsons, host: One of my guilty pleasures is enjoying a well-crafted cocktail at a stylish hotel bar. The exquisite design. The refined ambiance. The flattering lighting. The mood? Just perfect. And the music? Well, I’ve never really thought about it—though the hotel certainly has.

Gideon Chain, CEO of Ambie: The moment you step into a hotel, you realize that every single detail of that experience has been meticulously planned.

Alex Lamont, music psychologist: Music has the power to evoke a wide range of emotions—making people feel good, bad, exhilarated, or even depressed.

Kristen Millar, creative director at NoMad Hotels: We consider how we want guests to feel the moment they cross the threshold of our door.

Kerem Suner, food and beverage director at Andaz Liverpool Street: Sometimes, you might feel that a song is great, but it just happens to be playing at an inopportune moment.

Rachel: However, play that song at the right moment, and it enhances my entire sensory experience. I might decide to stay longer without even realizing why. The use of music in hotel settings has a long history, with musicians performing in lounges, lobbies, bars, and restaurants for centuries. The advent of technology in the 20th century transformed how, when, and what type of music fills the space. Today, in high-end hotels worldwide, this music is meticulously curated. In a post-pandemic world where people seek experiences over material possessions, hotel music has become a valuable asset, as noted by Ambie CEO Gideon Chain.

Gideon: The value depends on your perspective, but it could easily represent a 20-plus billion-dollar industry when you consider the sheer number of properties globally.

Rachel: Ambie is a technology firm based in the U.K. that curates extensive, customized music libraries for hotels. With its app, managers can select, reject, or modify soundtracks in real time. Ambie currently serves around 600 hotel brands across Britain, the U.S., Europe, and Asia, creating and continually updating tailored playlists for each. And if you think that sounds like a lot of playlists, just wait.

One of Ambie’s clients is the Andaz Liverpool Street in London, situated next to one of the busiest train stations in a bustling corner of the financial district. Established in 1884, the hotel showcases magnificent Victorian architecture on the outside, while offering an elegantly quirky interior—a serene retreat from the surrounding chaos.

Kerem: We have seven distinct spaces.

Rachel: Kerem Suner serves as the food and beverage director here.

Kerem: We have the lobby and gallery sharing the same sound profile. Then there's Miyako, our Japanese restaurant, as well as Lady Abercorn’s Pub & Kitchen, Rake’s Café Bar, and the Parlor. Additionally, we have Eastway and the 1901 Wine Lounge.

Rachel: The Andaz also features a gym and a spa, each with its unique music design or sound profile.

Kerem: In the past, we had music, but it wasn't managed. It would come from compact discs. We either connected a laptop or played a compilation CD, which would sometimes stop, leaving us without music for a time. Now, we aim to blend all elements of the restaurant experience—decor, food, and music—to create a comprehensive and enjoyable experience for our clients. We want them to leave feeling happy and smiling.

Rachel: Honestly, I've never thought about whether a hotel’s soundtrack made me smile or if I even paid attention to it. Yet, it has become such a crucial element in the design of bars and restaurants that it's now a key consideration at the Andaz.

Kerem: When we create a space, we analyze every aspect. We have meetings with architects, kitchen and bar designers, and lighting specialists. We’re also bringing on board a music engineer and consultant, emphasizing that music is as essential as lighting or a candle on the table.

Rachel: So, when I visit Lady Abercorn’s pub at the Andaz, I might enjoy a drink accompanied by the sounds of David Bowie, Ray Charles, or Leon Bridges—great company indeed. However, if I opt for a sophisticated afternoon tea or a glass of red in the 1901 Wine Lounge, the music transitions to a more alluring tone.

At the Andaz, there could be around 70 songs in a single playlist. With six or seven playlists per venue, each adapting throughout the day based on the crowd, that adds up across nine unique venues. We're talking over 4,000 curated tracks for one hotel, each chosen to enhance the distinct atmosphere of every space. Market research indicates that customers are 96 percent more likely to remember brands whose music resonates with their identities.

Gideon: That’s indeed quite significant.

Rachel: We’re back with Gideon Chain from Ambie.

Gideon: We’ve conducted some tests and discovered remarkable results, particularly in boosting customer spending. For example, diners who might typically leave for drinks elsewhere could be encouraged to stay if we transform the ambiance from a restaurant to a bar at the right moment, using music and lighting. This way, they can enjoy their drinks with us instead of going somewhere else.

Rachel [in conversation]: It’s fascinating how influenced we are! I don’t mean that negatively; it’s just that we recognize hotels are businesses with specific models. This complex layer of influence on customer behavior often goes unnoticed.

Gideon: Definitely. There’s a lot happening behind the scenes, with various technologies and providers working to guide you toward specific experiences.

Rachel: While this strategy benefits a hotel’s profits, isn’t a quality coffee or cocktail in a stylish environment enough to keep customers seated? I’m curious—why is music such a crucial factor?

Alex: Many researchers are exploring this topic. There’s a widely accepted theory that music impacts us in seven distinct ways.

Rachel: This is Alex Lamont, a music psychology professor and editor of the journal Psychology of Music. These seven effects can be categorized into three main groups.

Alex: Essentially, these effects encompass our instinctive reactions, cultural learnings, and personal experiences. All of these elements contribute to why music can evoke feelings of joy, sadness, excitement, or despair, demonstrating its profound influence across multiple dimensions.

Rachel: The first of these dimensions is physiological.

Alex: It engages our brainstem, suggesting an evolutionary perspective that music is a fundamental aspect of humanity—an expression found in every culture worldwide. We are naturally predisposed to respond to music just as we are to other sounds.

Rachel: Additionally, there are functions like rhythmic entrainment, visual imagery, and music patterning. Rhythmic entrainment refers to our natural tendency to sway, bob, or dance along to the beat of music. For many, music evokes vivid visual associations. Music patterning involves our expectations for how a piece will progress and the surprises that occur when it deviates from those expectations.

Alex: Another aspect is evaluative conditioning, reminiscent of Pavlov’s experiments with dogs and bells. This concept suggests that certain sounds elicit specific reactions based on learned experiences. For example, in various cultures, specific instruments or patterns symbolize distinct meanings—like trumpets signaling celebration. These responses are culturally conditioned rather than innate, varying widely depending on one’s musical upbringing.

Rachel: Thus, culturally, we tend to feel energized or celebratory when we hear lively music, while sultry melodies might invoke romantic feelings. Hotels, however, aim to tap into a more personal psychological aspect known as episodic memory, as identified by Alex.

Alex: When we engage with music, we also link it to our current experiences. My research delves into how music plays a crucial role in transporting us back to specific times, places, and people—forming a personal narrative through our unique musical histories. Although some musical moments resonate culturally, most connections are deeply individual. For instance, Elton John’s performance of “Candle in the Wind” at Princess Diana’s funeral is a shared cultural memory that evokes strong emotions, even for those who weren’t present. Yet, personal musical memories vary widely, demonstrating the powerful impact music has on our lives.

Rachel: In a hotel setting, the aim is for the soundtrack to weave into my personal musical narrative. For example, when I enjoy a peaceful brunch in the Parlor at the Andaz, accompanied by Soul II Soul, that song might trigger memories of that experience when I hear it again elsewhere. The connection formed between the music, my location, and my activities ties into another psychological effect of music. This is what Kerem Suner likely has in mind when he expresses a desire for guests to leave feeling happy and smiling. This phenomenon is known as emotional contagion, which Alex Lamont finds particularly intriguing.

Alex: The essence here is that we not only absorb the emotions conveyed by music but also those of the people around us during the experience. When surrounded by a lively crowd, our enjoyment amplifies; the joy of others enhances our own. This phenomenon highlights how music fosters connections and evokes memories of shared experiences.

Rachel: It's like psychological magic. The sensory experience in a luxury hotel is meticulously crafted to leave positive subconscious impressions and lasting memories. When these memories are enriched by shared emotional experiences with others, it creates something truly enchanting. Yet, as Gideon Chain understands, this power can have its drawbacks.

Gideon: The perfect song at the perfect moment can transform everything. It's that emotional quality of music that matters. Conversely, the wrong track can completely derail the atmosphere.

Rachel: If guests aren't fond of the music, they won't stick around. At the Andaz Liverpool Street, Ambie's technology allows Kerem to manage his environment effortlessly. For instance, if he hears an appropriate song at an inconvenient time in Rake’s Café, he can use Ambie’s app to relocate the track to a more suitable playlist. The curators at Ambie continuously refresh and adjust playlists based on his insights.

While Kerem Suner is finely attuned to the music in his venues, another hotel executive in London's West End may be even more meticulous in their approach.

Kristen Millar: We dedicate a significant amount of time to crafting these visually captivating environments. So, why wouldn't we invest the same level of thought, energy, and focus into the auditory experience?

Rachel: Kristen Millar is the creative director at NoMad Hotels, which opened its location in the theater district in 2021. She estimates she spends around 12 hours each week curating music for NoMad. The hotel collaborates with a company similar to Ambie for licensing and playlist management, but Kristen primarily builds those collections herself. NoMad London resides in a historic building that once served as Bow Street Magistrate’s Court and police station for over a century, completed in 1881. The courtroom has since been transformed into a ballroom, having hosted notable defendants like Oscar Wilde and suffragettes Emmeline and Christabel Pankhurst.

Kristen: The original design aimed to be intimidating and imposing, reflecting the serious nature of those who visited for legal troubles. This has resulted in a grand physical presence, yet it's also infused with elegance, thanks to its closeness to the Royal Opera House.

Rachel: It's just across the street.

Kristen: Another fascinating aspect of NoMad is that, when you look at images of the interior design from Dinogo, you might expect the music to lean towards a more traditional and classical style. However, our narrative has always revolved around creating a sense of tension—not to unsettle, but rather to enhance comfort. We aim to balance that elegance with a soundtrack that is a bit more unexpected, not out of rebellion, but to introduce moments of curiosity and to foster a juxtaposition.

Rachel: The grandeur of the expansive atrium dining room and the plush library lounge might come off as overly formal. However, the soundtrack creates a sense of warmth and approachability. Step into the dimly lit, atmospheric lobby, and you’ll be greeted by: [sounds of Erykah Badu]

Kristen: You can enjoy everything from Erykah Badu to Charles Bradley [to] New Order during weekend brunch. In Side Hustle, expect to hear a mix of De La Soul, NWA, and Tonga Conga. This space embodies the spirit of our food and beverage offerings, heavily influenced by Southern California and Mexican culture, with a strong focus on Latin American sounds. The playlist truly mirrors that vibe. It's often a bit unexpected, and the volume tends to be louder than many anticipate. It plays a significant role in the overall sensory experience.

Rachel: For Kristen, that experience is heavily shaped by tempo, but volume is equally crucial.

Kristen: I’ve dedicated considerable time not only to fine-tuning the music and volume in the spaces but also to collaborating with our management team to help them understand when and why to adjust the volume. Sometimes we aim to understimulate our guests, while other times we seek to overstimulate them, making volume essential. This requires a human touch; it’s not a rigid formula. We can’t simply set the music to a specific level at 9 p.m. every night.

Rachel: Staff need to be skilled at reading the room and all its nuances to ensure the music resonates perfectly with guests. After all, they are the ones funding the experience.

Rachel [in conversation]: But you have a whole other audience there, and they arguably spend more time in the hotel than the guests do. So, how do your staff feel about the music? I mean, I’ve worked in retail before, and we all know how it feels to—

Kristen: Absolutely.

Rachel: —want to scream after hearing the same song for the seventh time in an hour on repeat. So, what kind of feedback do you receive from your staff?

Kristen: For the most part, they really enjoy it. They’re often surprised that we’re playing NWA in Side Hustle, and they get to walk around serving while grooving to the music. I see it happening every day! Our bartenders are sometimes literally dancing behind the bar in Common Decency; it’s a common sight. That energy helps uplift their spirits, especially during busy, stressful times, and it often sparks conversations with guests. They definitely take pride in it.

Rachel: Like Andaz, NoMad has extensive playlists. With so many options for each of its four areas, employees are unlikely to suffer from song fatigue. Ultimately, if music makes a job a bit more enjoyable, it creates a double bottom line. As Alex Lamont notes, music influences us in ways we often don’t consciously realize. There’s a perhaps cynical rationale behind why hotels invest so much in music: it’s part of a meticulously crafted experience aimed at encouraging us to linger longer and spend more, forming connections with their brand.

For everyone involved in crafting those experiences, like Gideon Chain at Ambie, there’s a philosophical dimension to consider:

Gideon: We’re currently living in a rather unusual world. It might have been odd before COVID, but it’s certainly stranger now. We firmly believe that music has become even more crucial in today's context. While it’s a service we provide, we genuinely feel that in our current reality—especially for businesses—people are going out less often, and when they do, they seek remarkable experiences. Hence, having exceptional music and lighting is essential. Music can not only calm but also transport you to a better place when executed well. We’ve never needed that more than we do now.

Rachel: Now that I’ve gained insight into the behind-the-scenes, I appreciate the subtle tactics my favorite hotels use to influence me. But that’s fine; I think I’ll stick around for another drink.

Aislyn: To borrow from Abba, thank you for the music, Rachel. I’ll certainly pay more attention the next time I enjoy a cocktail at a hotel bar. That wraps up this week. For more about Ambie, the company Rachel interviewed, check out ambie.fm. If you want more insights from music psychologist Alex Lamont, follow her on Twitter @Alex_Lamont. And if you wish to explore more of Rachel’s work, visit rachelparsons.com. Special thanks to Ambie for providing some of the tracks you heard today, as well as to the British Psychological Society.

Want more insights? Visit Dinogo.com, and don’t forget to follow us on Instagram and Twitter at @Dinogomedia. If you enjoyed today’s exploration, I hope you’ll return for more compelling stories. Subscribing makes this effortless! You can find Unpacked on Apple Podcasts, Spotify, or your favorite podcast platform. Please rate and review the show; it helps other travelers discover it. This season, we’re also eager to hear from you: Is there a travel dilemma, trend, or topic you’d like us to delve into? Reach out at Dinogo.com/feedback or email us at unpacked@Dinogo.com

You've been listening to Unpacked, brought to you by Dinogo Media. The show is produced by Aislyn Greene and Nikki Galteland, with music composed by Chris Colin.

And keep in mind: The world is complex. We’re here to help you make sense of it.