When Accor announced its bold new music partnership with Soundtrack, we knew there was only one thing to do — sit down, face-to-face, Up Close & Personal, with the man behind the movement. Global Travel Media caught up with Ola Sars, Soundtrack’s maestro-in-chief, for an insider’s look at how he’s helping Accor transform hospitality, one beat at a time.
Q: Why did Accor choose Soundtrack over every other musical maestro out there?
A: “Because we get it,” Soundtrack says, without missing a beat. “Accor isn’t just selling rooms—they’re selling experiences. And experiences deserve their own soundtrack, not just yesterday’s Top 40 in a loop.”
Ola Sars, CEO of Soundtrack
With over 100 million licensed tracks at their disposal—and playlists curated by professionals, not interns with questionable taste—Soundtrack gives Accor the keys to an audio treasure chest.
Q: So music’s more than just background noise while I wait for my Martini?
A: “Absolutely,” they nod. “Music’s the secret sauce. It whispers your brand’s story into every guest’s ear before they even spot the minibar.”
Hotels aren’t just beds and breakfasts anymore. They’re social cathedrals. From lobby to rooftop bar, music sets the tone—literally.
Q: How exactly does music sculpt a hotel’s identity?
A: “Imagine you walk into a hotel,” they lean in, conspiratorially. “If you hear plinky-plonk elevator tunes, you expect tired décor and soggy toast. But if the soundtrack’s sharp, fresh, and fits the mood—you’re already smiling.”
Soundtrack’s secret weapon? Zoning. The rooftop bar sizzles. The spa soothes. The lobby buzzes gently. Each space sings its song without stepping on anyone’s toes.
Q: Any complex numbers to back up this musical mumbo jumbo?
A: They flash a grin. “One global quick-service chain saw a 9.1% sales jump when they switched to curated playlists. Not bad for just changing the tunes, eh?”
And here’s a kicker: 72% of hotel guests notice the music playing. That’s more people than notice the flowers in the lobby. True story.
Q: Talk to me about this AI Playlist Creator—it sounds suspiciously clever.
A: “Oh, it is,” they laugh. “Give us five words—say, ‘chic rooftop bar, sunset vibe, Gen Z’—and we’ll spit out a fully licensed, brand-perfect 24-hour playlist before you can order a mojito.”
It’s like having an invisible DJ who listens.
Q: And Accor properties can have different tunes for different zones? Sounds complicated.
A: “Not at all. Think of it like seasoning a meal. You don’t pour hot sauce over dessert, do you?”
Thanks to multi-zone control, the spa can simmer while the lobby sparkles. Meanwhile, in-store audio messaging lets hotels whisper gentle reminders about happy hour—or the weather—between songs. Subtle, not salesy.
Q: How do you stop hotels from turning into either disco infernos or funeral parlours?
A: “Simple. We set brand guardrails. Playlists have to fit Accor’s vibe—but properties still have enough wiggle room to sprinkle in some local magic.”
Translation: No death metal at breakfast, but yes to a little Parisian jazz at a Sofitel in Paris.
Q: Rolling this out across Accor’s empire sounds like herding cats. How’s that going?
A: “We love cats!” they chuckle. “Especially ones with good taste.”
The rollout is phased, cloud-based, and frictionless. Local teams can tweak their playlists without needing a PhD in audio engineering.
Bonus: The Soundtrack is compatible with most existing sound systems, so no one needs to rip up the lobby ceiling. Always a plus.
Q: Any early results? Or are we still in the honeymoon phase?
A: “Some Accor properties are already spinning their new tunes—and loving it,” they report. “The feedback? Staff are happier. Guests are lingering longer. Even the plants seem perkier.”
(Okay, maybe not the plants. But still.)
Q: For the tech-averse managers, how tough is it to use?
A: “If you’ve ever tapped ‘play’ on Spotify, you’ll survive,” they deadpan.
Still, Soundtrack offers live demos, training guides in multiple languages, and a cheerful support team ready to assist anyone faster than you can say ‘Bluetooth issues’.
Q: Where’s this partnership heading next? Crystal balls, please.
A: “This is just Act One.”
Expect better-than-CD Hi-Fi streaming, slicker in-store messaging, and real-time, guest-driven playlists that react to crowd moods, weather changes, or cultural events.
Soon, your hotel stay might sound different if there’s a storm rolling in—or a complete moon party brewing.
Q: Big picture—where’s hotel music going in the next five years?
A: “Into your heart.”
Music will become a powerful emotional branding tool. Not just filling space, but connecting guests to brands on a personal, almost invisible level.
Think of it as silent storytelling, where every beat means something.
Q: Last one—what does ‘success’ look like for Accor and Soundtrack?
A: “Success is when guests don’t just remember staying at an Accor property—they remember how it felt,” they say, without a hint of irony.
“Success is staff feeling proud of their vibe. It’s higher satisfaction scores, better loyalty, longer stays—and a guest who leaves humming your story, not just your lobby song.”
Cue the standing ovation.
By Michelle Warner
