Audio Management and Delivery Strategies for Hospitality Environments
By Reto Brader Vice President of Worldwide Sales & Business Development, Barix AG | October 29, 2017
For most of us, the process of checking into a hotel is not particularly memorable. Nor do many of us often recollect how hotels engaged our sense beyond standard guest relations. Technology has come a long way in filling this void, and hotels have made significant strides in how they engage visitors. From a purely audio-visual perspective, video - i.e., digital signage - tends to get the most attention as a branding, engagement and monetization tool.
However, used appropriately, audio can deliver the same benefits in hospitality environments in hotels and resorts, and at a far lower investment point that deploying and operating a digital signage network - particularly when working across multiple sites. And for the service providers that deliver audio to hotel chains, having the proper toolset to provide a complete service that takes program and system management out of employee hands is a win for all involved.
As the hotel is ultimately responsible for how audio affects the hospitality environment, it makes sense to not only evaluate the right audio content strategy, but also directly engage in evaluating and defining the underlying technology and platform. This will ensure the hotel achieves the maximum return on its investment.
Two Business Strategies
Hotels who look at audio as an important part its strategy of tend to approach its use in one of two ways: A branding and informational platform; or as a broader communications vehicle that can standalone, or operate as part of a broader 360-degree marketing strategy.
The former approach is the standard option for smaller and/or independent hotels and resorts. These typically range from the single-location hotels to smaller chains. In most cases, these businesses use audio to establish a mood that aligns with the company's environment. Therefore, it is primarily a background music tool.
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