Why Sound Strategy Will Define Experiential Hospitality

I’ve watched hotel brands evolve quickly over the last few years. No longer are hospitality business professionals just hoteliers, but they must also now be experience architects. As experiential tourism continues to grow, hotels are investing in highly curated stays that speak to niche guests.Vinyl listening suites and sleep retreats are two examples of these packages that rose in popularity this year. There is one element that can make or break all of these guest experiences: sound.

To close your eyes and think about a memorable hotel stay, odds are sound played a role. Maybe it was the ambient music in the lobby, the familiar rhythm of the local jazz playlist in the bar, or a relaxing white noise track in the room. In my work with hotels around the world, I’ve seen firsthand that sound is becoming as foundational as lighting or scent. For hotels that want to deliver a truly immersive guest experience, music strategy must be part of the design conversation from the start.

Soundscaping Is Brand-Building

As more hotels embrace “experiential tourism,” they are also capitalizing on the value of multi-sensory experiences. Music has quietly advanced from a “nice to have” into a key part of operations and a crucial element for designing guest experiences. No longer is music in the background, but it is a mood-setter and a brand signal.

The intentional use of music to guide the emotional tone of a space is “soundscaping.” Whether it’s a rooftop bar, a silent spa lounge or a bustling lobby, music plays a key role in how a space feels. And, most importantly, how guests remember their experience.

Research shows that up to 72% of hotel guests notice background music, and when it fits the brand, it can increase dwell time and even revenue by over 30%. At a time when travelers are choosing one hotel for a specific experience package, or based on the emotional payoff of their experience, sound can shape that impression before a single word is spoken.

Map Your Sound Zones

Working in hospitality means there’s a diverse range of different guest groups that can be staying in the facilities at any time. From solo wellness travelers to families to audiophiles in town for a concert, each of these guest personas carries different expectations. When soundscaping, this will translate to different sonic preferences. That’s why a one-size-fits-all playlist won’t work.

I often encourage hotel leaders to start by defining the property’s sonic zones: areas where music can be aligned to both the purpose of the space and the mood you want to create.

• Spa and wellness areas might call for granular, low-frequency ambient tracks that complement red-light therapy or cold plunges.
• Lobby spaces need music that aligns with brand personality and regional identity—jazz in New Orleans, soft flamenco guitar in Madrid, indie electronica in Stockholm.
• Bars and restaurants thrive when the soundtrack evolves with the time of day and guest energy, changing tunes between sunlit brunch and cocktail hour and again to better fit late-night atmospheres.

Don’t underestimate the power of programming music around seasonal moments, local events or guest preferences. In cities that host major concerts, I’ve seen hotels create pre-show listening lounges or even poolside playlists that match the headliner’s vibe. It’s simple, scalable and effective for a memorable guest experience.

The Rise of MusicTech in Hospitality

MusicTech can help hoteliers to soundscape appropriately without overwhelming their staff. Modern MusicTech platforms allow hospitality brands to program music by location, time of day and even guest segment, all while staying compliant with licensing regulations. With AI-powered scheduling, teams can build out weeks of playlists in advance. This removes the need for employees to hunt down tracks based on what the night shift wants to hear and shelters them from hearing the same five songs in the lobby on repeat.

For large properties and multi-location brands, the ability to manage sound centrally—while tailoring locally—is a game changer. It ensures brand cohesion without sacrificing regional personality.

With this ability to scale, some brands choose to deploy music strategy very differently. There are hotels that may just focus on local music, whereas others have a regional playlist. In some international hotels, you may hear the same playlist in any lobby at any time during the day. That’s the excellent part about MusicTech – it allows for music streaming to be as flexible or uniform as the brand requires.

The Future Is Audible

Looking ahead, I believe music will only become more essential to the guest experience.

We’re entering an era where guests expect not just clean rooms and good service, but emotionally resonant, highly personalized experiences. Hotels that use sound strategically, whether for wellness, entertainment or ambiance, will stand out in the guest experience.

After all, we’re moving toward a future where guests expect adaptive experience. This is inclusive of audio, meaning soundtracks that shift based on time of day, guest profiles, or even energy levels in a space. Within five years, hotels will treat sound as a measurable part of experience design, much like they treat architecture or scent branding today.