Millennials are changing the world around them. Their focus on sustainability has forced some companies to reduce the packaging they use to protect products. Millennial passion for technology has prompted companies to put computers in places computers have never been before, including refrigerators. And a millennial love of travel is changing the hotel industry too.
According to Adweek, 82 percent of millennials took a vacation within the last year compared to just 75 percent of all Americans. That means millennials are a prime audience for almost any hotel. How can you entice these traveling people to stay in your hotel instead of the hotel down the street?
For some hotel chains, the answer comes in musical form. As Forbes points out, some hotel chains are teaming up with musical powerhouse bands and creating streaming broadcasts of live music. These events, they hope, will keep their brands top of mind for young travelers planning to book a vacation.
You may not have the budget to create a program like this. You may also cater to an older audience that wants rest and comfort rather than a spectacle.
Does that mean you have no musical options? Absolutely not. In fact, there are several ways you can incorporate music into your hotel and differentiate your brand while keeping your customers happy at the same time.
Innovative Recorded Music
Hotels have several spaces in which music could be a welcome addition. You could play music in your:
Coming up with the right playlist means spending time thinking like your guests. Consider where they have come from and what they might expect to do once they have arrived, and consider how those expectations might fit into your brand promise.
For example, a hotelier interviewed by The New York Times suggests that music should help guests to step into the culture of the city the hotel is located in. If you are in Nashville, for example, country music could set the mood for your guests. If you are in an urban area, playing hip hop or R&B could help your guests to acclimate to your city's culture. If you play up your city's culture in your decorations and the themes within your rooms, making a match with music is especially important. This is how you will help your guests to understand what they can expect to experience in your location.
The music you play can also help you to move beyond the traditional culture of service found within a hotel. In research published in The Service Industries Journal, authors suggest that hospitality should no longer be about courteous behavior from staff. It should also include elements that both surprise and delight customers. In fact, the authors suggest that a successful experience will include plenty of surprises.
You could surprise your guests with music that changes by location, so the songs they hear in the lobby are different than those heard in the hallways. You could also include hyper-local songs that your customers have not heard before, which could get them tapping along with the beat.
Switching music by zone could also help you to move past some of the difficulties associated with travel. For example, when people come to your hotel from the airport, they may be tired, hungry, and frazzled. Meeting them in the lobby with music that is soft, soothing, and welcoming could help them feel as though they are in a restful space. The music you play in the dining room for breakfast, on the other hand, could be the soundtrack that starts a day of meetings or tourist activities. Keeping the tempo here upbeat and fast could help them prepare for the day ahead.
No matter what music you choose, be aware of the volume. If the music is too quiet, it may not compete with the loud chatter and rolling luggage of your customers. If it is too loud, on the other hand, it might cause your guests to shout at their companions. Mind the tone and aim for a balance between much too soft and overly loud.
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Assessing Your Legal Rights
Music is not just important to you. It is also important to the people who hold the copyright. Each time you play music in your hotel, you could owe a small payment to those that hold the copyright. Those organizations, called performing rights organizations (PROs), will demand the money they are owed in person, in letters, and/or in lawsuits.
Hotels are very vulnerable to confrontations with PROs. As Michelman and Robinson, LLP point out, PROs hire staff to walk through organizations and seek out unauthorized use of music. Since hotel lobbies are typically open to the public, you could face a visit by a PRO rep at almost any time.
Don't get caught. Make sure you have a legal right to use your music.
Make sure you have a legal right to use your music before the first note comes out of the speakers. At Cloud Cover Music, we have relationships with the major PROs. We can offer you the music that is right for your hotel community, at a price you can afford. We can give you access to this music with the legal issues covered, so you will be ready if PRO reps come into your hotel and demand proof that you are following the rules. Our music library is vast too, so you don’t have to settle for music that isn't right for you.
Let us prove it to you. Contact us to start a free trial and see just how easy it is to find the right music for your business.
- How Hotels Are Luring Millennials in the Era of Airbnb. (July 2016). Adweek.
- How the Hotel Industry Is Using Music to Find New Customers. (May 2015). Forbes.
- Bed, Board, and Beyond: Hotels Venture Into Entertainment. (December 2017). The New York Times.
- From Service to Experience: Understanding and Defining the Hospitality Business. (August 2007). The Service Industries Journal.
- Facing the Music: Hoteliers Run the Risk of Copyright Infringement. (August 2016). Michelman and Robinson LLP.