Let the music play!
Why local music?
Local music brings the destination closer
+297 per cent more sense of place through local playlists.
Guests who listened to local playlists were almost three times as likely to feel connected to their location as guests who listened to non-local playlists. Local music thus measurably increases the feeling of arrival.
Local music = better experience
Top ratings increase from 66 per cent to 79 per cent (+13 per cent)
The proportion of guests with an overall good or very good stay increases by 13 percentage points thanks to local music. Music therefore not only has an atmospheric effect, but also acts as an experience driver.
Local music arouses curiosity
Impulse to discover: 27 per cent 44 per cent (+17 per cent)
Even guests who did not know the songs or did not particularly like them felt more connected to a city and/or country if the music reflected the local context.
*How testing was conducted
The music study was carried out as a real-world pilot in six Motel One Group hotels in Berlin, Hamburg, Paris and Vienna.
Across two phases, two music programmes were played, each identical in atmosphere and brand fit.
The only difference lay in the local character of the content: (A) a brand-fit playlist without local content and (B) a brand-fit playlist with local content.
Local character was defined by having local artists, local language or a relevance to the city/region.
Guests and employees evaluated their experience using a QR code survey, without knowing the purpose of the test.
This allowed direct comparison of the impact of local music under real hotel conditions.
Fancy more music?
You can have our playlists not only on site but also in your ears: with Motel One's Travel Tuneson Spotify and Apple Music: