The role of music in hospitality settings goes far beyond entertainment. It actively shapes customer behavior and influences how guests interact with their environment. Research has shown that specific elements of background music—such as tempo, volume, and rhythm—can affect how long people stay, how fast they eat, and even how much they spend. A fast-paced soundtrack during busy hours, for instance, encourages guests to finish their meals more quickly, which helps maximize table turnover in restaurants.
Conversely, slower and more relaxing music tends to create a calm, leisurely atmosphere that makes guests want to linger. When customers feel at ease, they often stay longer, chat more, and order additional items like appetizers, desserts, or extra drinks. This effect can lead to a natural increase in revenue without any added pressure from staff or overt marketing tactics.
In resort and hotel environments, background music has a similar impact. Soft, ambient music in lounges, lobbies, or spa areas can create a welcoming atmosphere that subtly encourages guests to extend their visit. This added comfort often results in higher spending on amenities such as wellness treatments, bar service, or premium seating options.
What makes this influence so effective is its subtlety. Most guests are not consciously aware of how the music is affecting their behavior. They often associate their positive experience with other elements like service or decor, when in reality, a well-curated soundscape is quietly guiding their perceptions and decisions throughout the visit.
Source: Beer, A., & Greitemeyer, T. (2019). The effects of background music on tipping behavior in a restaurant: A field study. Psychology of Music, 47(3), 444–450. https://doi.org/10.1177/0305735618755887 ResearchGate+1PMC+1 | Katsarou, B., Loukidis, P., & Vatakis, H. (2009). How does background music affect dining duration, tips, and bill? Appetite, 52(3), 640–643. (Originally published earlier; see direct research summary)