Olivia Brocklesby
The importance of audio branding in hotels is highlighted by Olivia Brocklesby of PH Media
So you’ve put the final touches to your refurbishment. Everything is in place and the guests are raving about how beautiful the hotel looks.
But something isn’t quite right. The clack of heels across reception, the clatter of plates in the restaurant – it doesn’t really add to the atmosphere or make for an enjoyable customer experience.
But there are many ways that sound can enhance your brand and make a stay in a hotel more pleasurable.
Keeping up appearances
Audio branding ensures a hotel sounds as good as it looks. Using music in the business environment doesn’t just create a welcoming atmosphere; it can increase footfall, encourage guests to stay longer in your restaurant and bar areas, motivate staff and reinforce the brand.
Research has shown that more than 90 per cent of consumers would prefer to spend time in a hotel that played music than in one which didn’t. Elsewhere, 60 per cent of workers polled said that music helped them enjoy their working day more – and it goes without saying that happier staff means better customer service.
However, there is a difference between simply playing any old music and audio branding. Think about the songs and artists that are aligned with the brand and that say something about who you are as a business.
Consider your customer demographic: do you accommodate families looking for a bargain break or couples away on an indulgent weekend? The music you play should also vary according to the different zones of your hotel; something mellow and chilled out might fit perfectly in the restaurant or corridors but you may find an up-tempo song is better to greet residents in the reception area. Sound should represent your business audibly in the same way a beautiful chandelier in the lobby represents the hotel visually.
Integrated music systems are easy to install and playlists are often managed remotely, so you don’t need to worry about a CD skipping or any dubious choices on the manager’s personal iPod.
Keep the customer happy
Sound not only adds to the atmosphere in your hotel, it can enhance the level of customer service. Many guests will use the telephone to make bookings and enquiries. A great auto attendant, professionally scripted, voiced and recorded gives the caller a positive impression of the hotel before they’ve even stepped through the door. Combine this friendly greeting with an upbeat, informative on-hold message that tells callers about latest offers and facilities, and you can give your guests a great first impression.
Music and sound are important elements of the hotel’s complete image. It should complement and underscore all of the visual cues used to provide an individual hospitality experience.
0800 408 1451 | www.phmg.com
