Raffles Dubai is the latest
five star luxury hotel brand to enhance and extend their brand experience
through the use of “music styling”, thanks to sensory brand consultant
Equal Strategy.Occupying a pre-eminent position in Wafi City, Dubai’s ultra exclusive
lifestyle complex, the 248-room Raffles Dubai is part of the Raffles
International group, present in 19 locations worldwide including Paris,
Macau and Beverly Hills. The property epitomises the Raffles brand,
recognised worldwide as “a promise to provide the very best”.
Raffles Dubai’s design and decor pays homage to its middle eastern
location and heritage, offering guests an oasis of Arabian hospitality in
the midst of a bustling desert metropolis.
Raffles Dubai sought a comprehensive music styling solution from
Singapore-based sensory brand consultant Equal Strategy, one which would
project their brand through music which reflected the qualities and values
of the hotel chain.
Simon A. Faure-Field, CEO of Equal Strategy, has devised a music
programming, management and updating plan which draws upon the company’s
extensive repertoire of over 5 million musical works. Four key guest
environments were analysed and consulted on: the hotel lobby, Fire and Ice
American Grill, Azur and Crossroads Cocktail Bar.
Using techniques of behavioural science as applied to music and
auditory input, Faure-Field devised a series of musical programs for each
of these environments based on the activities within each area combined
with the likely state of guest “arousal” (relaxed or vigorous activity).
A music environment was then devised, varying in style and genre at
different times of the day, with unique playlists compiled for each outlet.
These playlists drew heavily upon the theme of each area and overall served
to reflect the hotel’s flagship presence in the middle east.
Faure-Field cites the sounds we hear in public spaces as powerful
influencers on mood, behaviour and guest loyalty patterns. “The music that
fills the ears of a hotel guest puts them into a certain state of mind
therefore it’s critical for this to gel with other aspects of the hotel
experience such as design, decor, service and even the scent that you smell
in the air. The brand hangs together as a result of all these cues and
stimuli, not just any single one, like design and decor for instance.”
According to Faure-Field, a pleasant experience of a harmonious brand
induces positive reinforcement amongst guests leading to customer loyalty
and repeat business. “There is no mystery about it: disharmonious brands
generate customer aversion whilst consistently harmonious brands lead to
loyalty. The brand is communicated through the totality of the guest
experience and that means paying close attention to something as seemingly
innocuous as the background music or the fragrance in the air”.
Since 1999, Mr Faure-Field has been the only consultant in Asia Pacific
specializing in combining music with fragrance to synergise a consistent
brand experience for customers. His work is grounded in behavioural science
research and draws extensively upon research into the effects of background
music and atmosphere on retail environments.
Faure-Field’s company has worked extensively with major hotel chains
like Raffles International, Westin, Starwood Group, Marriott Hotels &
resorts and Pan Pacific on spatial branding solutions. Equal Strategy is
the only consultancy in the Asia region advising forward-thinking hoteliers
on the deployment of these sensory brand techniques.