How aural pleasure can drive incremental revenue; Yes, you read it here first, aural pleasure can play a major role in driving incremental revenue in your F&B and public spaces.

You will have sat in a restaurant, a bar or a hotel lobby and looked at the incredible pieces of art. Luxuriated in the softness of the furniture. Tasted the umami of the cocktail. Felt relaxed by the subtle scent of the bergamot diffuser. And then the background music starts up.

The music curation is only made worse by the poor sound coming from the cheapest system the budget could buy after paying for the Celebrity Chef’s fee and the influencer campaign.

Instead of staying a little longer for a top up or another bottle, you call to close the check and head back to the room. This happens far too often in hotels across the globe. It is astounding how many places pay little mind to sound. But they really should....

There is a growing body of scientific evidence which links increased dwell times and spend with quality sound systems and curated playlists. The evidence is strong and the uplift to revenue and GOP lines is even stronger.

A study by Gant on the importance of music in driving sales showed customers stayed 42% longer in environments where music was playing. More importantly, if the music was a good brand fit instead of a random selection, sales increased 37%. This is a sales uplift which should be making hoteliers sit up and take note right now.

The evidencealso points at sound and taste being linked by a phenomenon called 'cross modal correspondence'. Higher pitched sounds are generally associated with sweet and sour tastes, whilst bitterness is associated with low pitched resonance sounds.

The rhythm of the music also influences the speed at which we eat. The slower the music, the longer the meal. The longer the meal the more likely more drinks will be bought. The style of music can influence what we choose from the menu. French music playing in supermarket has been proven to ensure an increase in the sales of french wine.In short music and the dining experience are inextricably linked.

The Kite Speaker

Brand salience dictates hotel decision makers tend to go with the the big, well known brands. Particularly when it is out of their domain expertise. Few hoteliers have ever rigged a sound system, so when the local USEN team call by suggesting BOSE, the decision maker thinks of his home bluetooth and says, ‘yes, that will work fine’.

The competitor set has the same speakers so they must be ok. Every lobby and F&B space sounds the same. No one stands out. Safe. Predictable. Bland. And leaving money on the table.

Tokyo based Radio and Events DJ Guy Perryman has put together events and hosted DJ night across the capital. He points out,

'Unfortunately I frequently leave a venue thinking “five star hotel, three star music”. These palaces of pleasure spend time and money fine tuning the architecture, design, furnishings, food and beverage, service, stimulating nearly all of the senses, but when it comes to sound and the music it’s often an afterthought. Modern hard surfaces, glass, concrete, steel, marble make for terrible acoustics, amplifying and echoing every sound each human makes, then the final double blow - low quality speakers randomly plonked around the space followed by music that has not been tailored for the space, the concept, the changing mood through the day, and ultimately “how do you want your guests to feel when they are in your venue, and what do you want them to remember when they leave?” If your venue is special, and different compared with all the competition, then the music should be different too.'

Putting in place a stylish sound system not only gives your hotel a distinct asset it will increase your revenue and not necessarily add to your overall costs. As. Billy Wood, co-founder of Higo Beatsays,

'Great sound creates an atmosphere where guests settle in, order another drink, or share another story. When the music sounds bad, people head for the door. If each guest stays for just one more drink, the increase in revenue more than covers the small investment in getting the sound right.'

Style x Sounds = incremental revenue

Sound is an emotional trigger. A song playing on the radio can instantly take us back to our high school days or fond memories. Hotels are in the business of creating memories for guests. So the next time you are looking at renovating or have a pre-opening, be sure to think about all 5 senses.

Infinitude Hospitality offers third party and white label hotel management services to create mutually beneficial hotel management agreements (HMAs) for owners of luxury hotels and hospitality ventures in Asia Pacific and Middle East. In addition, we utilise our in-depth field expertise to advise hotel owners in any related area to maximise their assets.

Higo Beat believes music is one of the most potent forces in the world. It can bring people together, inspire change, and make a difference in people’s lives. Higo Beat speakers are more than just a way to listen to music. They’re a work of art, a statement of your personality, and a way to return to a simpler world.

Ashley Harvey is a partner in infinitude hospitality Pte. Ltd. and co-founder of infinitude hospitality Japan KK.

Infinitude Hospitality offers offers third party and white label hotel management services to create mutually beneficial hotel management agreements (HMAs) for owners of luxury hotels and hospitality ventures in Asia Pacific and Middle East. In addition, we utilise our in-depth field expertise to advise hotel owners in any related area to maximise their assets.

infinitudehospitality.com / infinitudehospitalityjapan.com