Study reveals significant impact of background music on guest experience and spending in hotels October 31, 2024 - In the competitive world of hospitality, hotels are constantly seeking ways to enhance guest experiences and increase revenue. A revealing study by Richard R. Hertan from the University of Nevada, Las Vegas, analyzing the placement of music in 35 Miami Beach hotels, has shed light on a powerful yet often overlooked tool: background music.
The study, which can be found in UNLV's Digital Scholarship repository (digitalscholarship.unlv.edu/thesesdissertations/484), is titled "An Analysis of the placement of music in Miami Beach hotels," and provides compelling evidence that strategic use of music can significantly influence guest behavior, satisfaction, and spending patterns.
Key findings from the study include:
Presence of Music: 68,5% of hotel lobbies and 81,25% of food and beverage outlets featured background music, indicating widespread recognition of its importance.
Increased Enjoyment: Guests reported higher levels of enjoyment and satisfaction in environments where music was present.
Spending Behavior: Background music in hotels influenced purchasing behavior, with guests spending more time in the hotel, often leading to increased expenditure on services and amenities.
Atmosphere Enhancement: Music contributed to creating a more inviting and relaxing environment, crucial for elevating the overall guest experience.
Tempo Effects: In dining areas, slower tempo music encouraged guests to linger longer, resulting in additional beverage purchases while maintaining food consumption levels.
Søren Klausen, CEO of My Instore Radio, a leading provider of custom background music solutions for the hospitality industry, commented on the findings: "This study confirms the significant role that carefully curated background music plays in shaping guest experiences and driving business results. At My Instore Radio, we've long recognized this potential and have been helping hotels harness the power of music to create memorable stays."
The research also highlighted that guests who enjoyed the music played were more likely to develop a favorable impression of the hotel, potentially influencing their likelihood to return or recommend the property to others.
My Instore Radio, serving hotels and resorts across the United States and globally, offers customized playlist solutions designed to create the perfect ambiance for every area of a hotel.
"Our goal is to help hotels transform their spaces into immersive experiences that resonate with guests," Søren Klausen explained.
"By tailoring the musical environment to different areas and times of day, we enable hotels to enhance their brand identity and guest satisfaction simultaneously."
As the hospitality industry continues to evolve, the strategic use of background music is becoming an essential element for hotels looking to differentiate themselves. My Instore Radio's solutions offer hotels the ability to easily manage and customize their musical environment, ensuring that every guest's journey is accompanied by the perfect soundtrack.
For a deeper dive into the research findings and their practical implications for hotels, visit our blog at myinstoreradio.com/unlocking-the-power-of-music-in-hotels/.
About My Instore Radio
My Instore Radio is a leading provider of custom background music solutions for the hospitality industry. With an extensive library of licensed music and easy-to-use management tools, My Instore Radio helps hotels and resorts create the perfect ambiance to enhance guest experiences and drive business results.
For more information about how background music in hotels can transform your hotel's atmosphere and boost guest satisfaction, visit www.myinstoreradio.com.
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