by Dianne Apen-Sadler
  • 3 minute read
  • July 21, 2024
Audible Aesthetics: How hotels are using music as a part of their branding
Outside of Ginger Moon, W Dubai

Hotel branding is diving into the world of music in more ways than one.

Brand loyalty is always the key to a hotel’s success, but you can’t inspire loyalty without a distinct identity, and that goes far beyond the sign outside the main entrance. For The St. Regis, it’s the grand double staircases featured in every property, a nod to the Titanic after the tragic death of the brand’s founder John Jacob Astor on board. At The EDITION, it’s the distinctive scent – a custom blend of black tea and bergamot from Le Labo – that has proven so popular the hotel brand now sells home diffusers. And for so-called “Amanjunkies”, Aman Resorts’ exceptional service is what makes guests return time and time again.

Increasingly, hotels aren’t satisfied with just targeting you with sights and smells (or tastes, in the form of signature restaurants like Benjarong at the Dusit Thani or afternoon tea at the Waldorf Astoria’s Peacock Alley). Now, properties are focusing on music too, with curated playlists in the lobby as well as at each venue. Some hotels are even going a step further, launching music labels and hosting events with international and local artists.

One such brand is FIVE, which launched in 2018 with the opening of FIVE Palm Jumeirah. According to Kabir Wadhwani, the Director of Entertainment at FIVE, the brand “has been driven by a vision to craft a brand anchored in music-centric experiences, strategically tailored to attract a global audience of music enthusiasts”. 

Alongside music-led events and regularly updated playlists, the hospitality group has also launched FIVE Music – a record label in collaboration with Warner Music Group – and FIVE Music Studio. “FIVE’s ethos is a vibrant celebration of music with universal appeal, reflected in each venue’s distinct musical identity,” Wadhwani adds. “Weekly events, refreshed playlists, and curated DJs guarantee a dynamic and immersive experience.”

The pool at the FIVE Palm Jumeirah
The Pool at the FIVE Palm Jumeirah Image : Supplied

Some properties are even leading their launches with music, as is the case with Red Sea Global. The developer, which has already opened The St. Regis Red Sea Resort and Six Senses Southern Dunes, but has more on the way across the Red Sea and Amaala, has just launched its Red Sea Waves album from its very own Red Sea Studios. Across 12 tracks, the album aims to “capture the essence of cultures and civilisations along the Red Sea coast”. That means everything from Yanbawi and Balo Somali music to pieces from Suakin in Sudan. 

Ahmed Darwish, the Group Chief Administrative Officer at Red Sea Global, says, “Our Red Sea Studios team has delivered an exceptional musical experience stemming from our responsibility to provide an authentic and enriching guest experience at The Red Sea, through the promotion of cultural and artistic initiatives.”

Creating a visible aesthetic seems easy enough (you’ll quickly spot the differences between a minimalist, an art deco, or a mid-century modern interior design), but how do you create an audible one? 

Views from the Presidential villa at The St. Regis Red Sea Resort
Views from the Presidential villa at The St. Regis Red Sea Resort Image: Supplied

At W Hotels, Global Music Director Leah Chisholm works with the Caribbean & Latin America Music Director alongside consultancy Musicstyling to create the playlists. Updated monthly, the songs are curated by time of day and by the vibe of each space. While the focus is on electronic music across all venues, if you’re moving between the Living Room and WET Deck, you’ll hear different sounds. Chisholm notes that the playlists are “curated by energy level to ensure a good flow from day to night”.

Another brand with a recognisable sound is ME by Meliá. The team behind ME Dubai take a number of parameters into consideration when curating tracks, including the diversity of genres, tempo and rhythm to ensure it creates the appropriate ambiance for the space and the occasion, cultural relevance, and local influences. Mherck Dela Cruz, Marketing and Social Media Manager at ME Dubai, says, “Our approach to selecting music is rooted in the philosophy of balancing brand essence with local authenticity. We strive to create a musical tapestry that captures the spirit of ME by Meliá, while embracing the cultural richness and vibrancy of the destination. By incorporating elements of local music, sounds, and rhythms, we ensure that the music experience at ME Dubai reflects both the brand’s values and the unique character of its surroundings.”

So, the next time you step into a hotel, don’t just immerse yourself in the sights and smells – listen up, too.

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