In the highly competitive hospitality landscape, hotels are constantly seeking ways to differentiate themselves and create memorable guest experiences. While visual design elements often take center stage, one of the most powerful yet frequently overlooked elements of the guest experience is sound.
Our Founder, Clay Bassford, recently invited Dr. Michelle Ulor, founder of Kinos Studio, on the Hospitality Daily podcast to discuss the profound impact sound design has on guest psychology and the hospitality experience. This conversation revealed insights that every hotelier and hospitality professional should consider. Below are some of our key takeaways.
Sound Goes Beyond Background Music
When most hospitality professionals think about sound in their spaces, they typically focus on background music playlists. While music selection is certainly important, true sound design encompasses so much more.
Sound design is about creating a holistic sonic environment that complements and enhances a space's identity, purpose, and emotional impact. It involves understanding how different acoustic elements interact with physical spaces and how these interactions affect human psychology and behavior.
The Science Behind Sound and Guest Experience
What makes sound design so powerful in hospitality settings? The science is clear: sound affects us at a primal, often unconscious level. In our conversation, Dr. Ulor explained how our brains process sound differently than visual stimuli, often triggering emotional responses before rational thought occurs.
Consider these key points from our discussion:
Sound is processed up to 0.15 seconds faster than visual input by our brains, making it the quickest way to create an emotional impact
Well-designed sonic environments can reduce stress levels and promote relaxation
Acoustic elements can influence time perception, potentially encouraging guests to linger longer in restaurants or retail spaces
The wrong sound design can create cognitive dissonance, negatively impacting otherwise beautiful spaces
Common Sound Design Mistakes in Hospitality
During our conversation, we identified several common pitfalls that hotels and hospitality businesses often encounter with their sound approach:
Treating sound as an afterthought - Sound design should be integrated into the planning phase alongside visual and spatial design elements, not added as a last-minute consideration.
One-size-fits-all solutions - Different spaces within a property serve different purposes and should have distinct sonic identities that reflect those purposes.
Over-reliance on technology without strategy - Installing expensive sound systems without a thoughtful sound design strategy rarely yields optimal results.
Neglecting spatial acoustics - The physical properties of a space dramatically affect how sound is experienced, yet this is often overlooked in design planning.
Creating a Strategic Sound Identity
Just as your hotel has a visual brand identity, it should also have a sonic identity. This strategic approach to sound ensures consistency across touchpoints while allowing for contextual variation.
A comprehensive sound design strategy should consider:
The brand's personality and values
The target guest profile and their preferences
The purpose of each space within the property
Daily cycles and energy flow throughout the day
Local cultural context and sense of place
The Business Case for Sound Design
Beyond creating more pleasant environments, strategic sound design makes business sense. Research has shown that thoughtfully designed sonic environments can:
Increase guest satisfaction scores
Drive higher spending in food and beverage outlets
Reduce perceived wait times
Enhance brand recall
Create differentiation in a crowded market
Looking Ahead: The Future of Sound in Hospitality
As the hospitality industry evolves, sound design will become increasingly important. During our discussion, we touched on emerging trends like personalized sound experiences, adaptive sound systems that respond to occupancy and time of day, and the potential for sound to become a signature element of leading hotel brands.
This conversation with Dr. Ulor on the Hospitality Daily podcast reinforced why we at Bespoke Sound are so passionate about helping hospitality brands create exceptional sound experiences. Sound isn't just something we hear—it shapes how we feel, how we behave, and ultimately, how we remember spaces and experiences.
To listen to the full conversation, check out the latest episode of Hospitality Daily here.