Music is becoming common on hotel websites, but does it really make us want to book a room?
A scientific study has come up with the answer: yeah, kinda. The journal Psychology of Music has published an article titled, “Congruency between instrumental background music and behavior on a website.”
As the author states in the abstract:
“Instrumental music (jazz and djembe) was played or not [played] while participants browsed the website of a well-known seaside resort and participants were instructed to select a type of accommodation. It was found that djembe music was associated more with a choice of outdoor accommodation while jazz music was associated with greater interest for hotel accommodation. Both music conditions showed a significant difference from the no music control condition. The ability of instrumental music to prime different memories and feelings is used to explain these results.”
So basically when we hear jazz we think of sipping bourbon in smoky interiors, while djembe makes us want to dance the night away in the moonlight. Um, OK.
Reading the article further, it turns out there’s a whole field of study devoted to figuring out what background music will do to our buying habits. Classical music makes us buy more expensive wines, for example, and playing French music will make us more likely to buy French wines. And here I thought the major determining factor was the physical attributes of my date.
The results of this study are pretty impressive. Eighty percent of the participants in this experiment picked a hotel room when they heard jazz, while 62.5% of the djembe listeners picked camping. For those who didn’t hear any music, 27.5% picked the hotel and 30% picked camping. It appears that mood music is aptly named.
Of course, hotel websites looking to get our money have to pick the right music. More often than not it’s some cheesy tune that makes us turn off the volume, or even worse for the hotel, click on another website. The annoyance factor is even higher if the music is clogging your slow connection or starts ringing out across your office, announcing to everyone that you’re slacking off.
So instead of spending money on music for their websites, perhaps hotels should spend more on music in their rooms. While Blind Willie McTell isn’t around anymore to play his 12-string guitar while you scarf down all the pillow mints, there are plenty of out-of-work musicians who would be happy to serenade you for a small fee.