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The Power of Zonal Ambience in Hospitality
Creating distinctive sensory experiences within a single property can instantly enhance a hospitality venue.
From the lobby to the lounge bar, each space can encourage guests to linger longer, invest in ancillary services, and book a repeat visit. Kevin Jones, VP of QSR and Hospitality at Mood Media shared his insights on the importance of zonal ambience in hotels and resorts.
The importance of ambience in a hospitality venue can’t be underestimated. It’s integral to building its reputation, encouraging repeat visits, and driving revenue. But while restaurants and bars will often deliver one well-designed multisensory experience, hotels and resorts face a different challenge as they encompass multiple spaces serving multiple different purposes. The visuals, audio, and scents deployed in these spaces can be standardized, but making zonal adjustments is even more powerful.
Designing ambience by zone means curating a bespoke sensory experience for each individual area within a hotel or resort. Depending on the amenities offered at a given location, this could mean crafting a soothing soundtrack for the spa area, installing atmospheric lighting in the pool after dark, or amplifying the appetizing fragrance of freshly baked goods in the on-site coffee bar.
The guest experience in every area can be carefully crafted to provoke an emotional response and leave a lasting impression.
“Bars, restaurants, and spa areas arguably have the biggest potential, but don’t underestimate the importance of a good lounge area,” Kevin explains. “Making it comfortable and inviting with features that make it somewhere guests can hang out and have conversations encourages people not to just sit in their rooms all day.”
“With audio, especially music, the bass can completely change the emotion in a space,” Kevin continues. “Musicians say that bass creates feeling so when you have deep bass providing warmth and emotion, shared through a high-quality speaker, then you can really transform how guests experience a room.”
The Many Benefits of Distinct Zones in Hospitality
There are myriad advantages to taking a zonal approach when designing a hospitality environment. Not only does it elevate the overall guest experience, but it also builds brand recognition and yields additional revenue as guests are inspired to spend more time on the property, making the most of its paid-for and complimentary amenities.
“Intentionally creating sensory experiences within a hotel makes it feel like a destination, not just a place to stay,” Kevin says. “Not only does this encourage repeat visitors, but it also keeps guests on the property, using its facilities, and spending money on-site.”
With content programming and technology solutions, the possibilities can range from video walls and audio messaging to sound masking and music. The exact sensory mix will be determined by the needs of the space and the target audience. However, one solution that should never be ignored is scent.
“Scent is one of the most influential solutions hospitality brands can use to build brand recognition and loyalty,” Kevin clarifies. “The Westin Hotel and Resorts group is a great example; it has a custom scent, White Tea, which has become associated with the Marriott subsidiary. Every Westin you visit will have that scent in the shared spaces, the shampoos, the soaps, and even the souvenir shops! The power of that can’t be overstated; that is a scent that you can encounter years later and will instantly transport you back to your stay.”
Depending on how a space is likely to be used, each solution can serve a distinct purpose. A conference room requiring privacy, for example, will benefit from sound masking, high-definition displays, and state-of-the-art AV systems to impress corporate clients and attract group bookings. In contrast, an intimate cocktail bar demands a bespoke playlist, cleverly concealed speakers, and a subtle scent that sets the tone without overpowering the flavors of each drink. When designed with a clear strategic intent, sensory solutions can alter the guest experience as they move through the property.
Evolving the Sensory Experience Based on Current Events
The ambience of each zone doesn’t need to remain static. Pre-set programs and custom updates can be employed to change the atmosphere based on the time of day, special events, hotel location, or even the current weather. With a proprietary content management system like Mood Harmony integrated with every solution and equipped with strict user permission settings, audio and visual content can be controlled centrally by head office, the property manager, or by the employees responsible for a certain zone such as the spa manager or restaurant maître d.
As Kevin explains, music is one of the most effective tools to change the feeling in a room in an instant: “Music can tie into the local community and the vibe of the area, but it can also shift according to day parts. So, what kind of mood do you want to set at 6 or 7 o’clock in the morning compared to the early afternoon and into the evening when things are winding down?”
Hotels and resorts that are part of a larger group don’t have to choose between having a distinctive character and adhering to the chain’s brand guidelines. In fact, zonal ambience solutions are ideal as properties can showcase their personality in their on-site restaurants or custom spaces while reflecting the group aesthetic in the lobby, corridors, or guest rooms.
“Chains may offer different local experiences but the standard they set will be the same across all their properties,” Kevin shares. “One of my favorite examples is the Graduate Hotel chain. It opens properties in US college towns and themes the décor around the college. The property next to the University of North Carolina at Chapel Hill, for example, celebrates its famous alumnus Michael Jordan with basketball references throughout. There’s a scoreboard behind the concierge counter, an indoor courtyard with hoops on the walls – the works!”
Forward-thinking providers are already exploring these opportunities. As Kevin puts it: “Continual innovation means refusing to stagnate. The best digital menu board providers have tech and engineering teams actively engaged in the industry, attending conferences and experimenting with emerging technology like AI to ensure their solution remains best-in-class.”
How Mood Media Creates Zonal Ambience in a Hotel or Resort
Guest experience should be prioritized from the moment a new hotel or resort is commissioned. Partnering with an experiential expert like Mood Media means that audio, visuals, AV systems, scent, and interactive installations can be considered at every stage. Our team brings decades of cross-industry expertise, an extensive partnership network, cutting-edge technology, and a unique understanding of what’s possible when designing multisensory experiences.
“The most impactful sensory experiences start at the construction phase,” Kevin clarifies. “Our team takes the time to understand the different design elements at play, the spaces they have, and how the property will serve its guests. With those foundations in place, we go deeper with the client, understanding every aspect from the carpets and flooring to the fixtures. The solutions we propose, design, and install then tie back to that particular space.”
This approach to hotel and resort design isn’t reserved for luxury chains. The bigger brands and exclusive boutique properties may have led the way with providing experiential experiences for their guests, but elements are now filtering down into the rest of the market. Undergoing a full refurbishment or investing in the newest technology isn’t always necessary; our team can provide a consultancy service to help hotels make the most of their existing solutions to create a different environment in different zones.
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