The Role of Music in Hospitality

As part of our new whitepaper, Sound Decisions: The Role of Background Music in Hospitality, we conducted 1 to 1 interviews with Founders, Marketing Directors and Ops Managers in hospitality. 

Despite numerous challenges being identified with background music, our research also showed that most brands are very aware of the positive impact music can have in a hospitality space, and its potential as both a behaviour driver and operational tool.

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Atmosphere and brand identity.

Music is widely recognised as integral to creating a venue’s unique atmosphere and aligning with their brand identity. Many venues use music to build an immersive environment, matching the brand’s essence and enhancing customer experience from the moment a customer enters to when they leave.

Music is an embodiment of our brand identity, creating a cohesive atmosphere that resonates with our customers. It sets the tone for the overall experience, enhancing the ambiance and making each visit memorable. Ultimately, the right music not only enriches the dining experience but also reinforces our brand values and encourages customers to return.

- Amy Lau, Head of Marketing at Shake Shack

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Customer experience and journey.

Music plays a vital role in guiding the customer journey, with venues tailoring music to the time of day, day of the week, or specific areas within the venue. This strategic segmentation helps transition customers through various stages of their visit, from relaxed atmospheres during quieter times to high-energy settings during peak hours and later in the day.

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Impact on behaviour and spending.

Operators report that well-curated music positively influences customer behaviour, increasing dwell-time and encouraging extra spending. Some venues use music volume and tempo strategically to either slow down or accelerate table turnover, depending on operational goals.

If the music isn’t playing when we’re open, it completely alters the ambiance. During the day, we focus on a slower tempo to create a more relaxed vibe, which is essential for our guests. We also have a pre-opening staff playlist to energise the team before service begins and our music is carefully curated by day parts.

-Noel Hunwick, Marketing Director & Co-Founder at Inamo

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Emotional connection and nostalgia.

Music often evokes nostalgia, connecting customers to memorable times or emotions. This adds value by fostering a deeper emotional bond between the venue and its guests, particularly when the music reflects popular or era- specific genres that resonate with the target audience.

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An operational tool.

In addition to enhancing ambiance, venues use music as a tool for operational control, such as signaling the end of service or creating distinct atmospheres for different sections. Music choice and volume can subtly guide guest behaviour and help shape crowd dynamics.

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Cultural consideration and localisation.

For brands with multiple sites or international aspirations, music is a means to maintaining brand consistency while adapting to local cultural preferences. This balance helps preserve the brand's identity while respecting regional differences.

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Staff morale and engagement.

Beyond customer impact, music is used to motivate staff, fostering a positive atmosphere that can enhance service quality. It also acts as a conversation starter and brand engagement tool, enhancing interaction between guests and staff. 

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