Guests today seek trailblazing audio solutions that only technology can provide and to get a competitive edge, hotels are going that extra mile.
BY MINI RIBEIRO
The perfect audio ambience can go a long way in crafting the most appealing atmosphere possible for guests and hotels are beginning to realise this. While audio may seem like one of the many components in a hotel, it plays a critical role in ensuring guest satisfaction. Suman Majumder, director, engineering, Hyatt Regency Delhi, reiterates, “The most important part of a hotelier’s job is to ensure an outstanding experience for guests. They expect a seamless experience that includes not just exceptional customer service, but audio technology that will improve their stay, impress them and provide both ambiance and convenience that they desire. It also supports building the overall ‘personality’ for a venue, which distinguishes it from others.”
Yogesh Kamat, chief engineer, Grand Mercure Goa Shrem Resort, agrees. “As you enter the lobby, restaurant or for that matter, even a bar in a hotel, the kind of music playing in background defines the standards set by the brand, thus giving a pleasing and soothing welcome through the sense of hearing.”
Previously, audio systems were stand-alone systems in their design, but today these are fully integrated with the hotel IP wired and wireless network and the benefits are many. This allows for the sharing of backbone infrastructure and also the active network equipment which can significantly assist with non-duplication of active and passive infrastructure combined with reducing costs for the systems.
Hotels are increasingly relying on many types of AV integration to keep their guests immersed in modern technology. Integrated audio solutions which offer entertainment, communications and security systems, are thus preferred. Ramesh Joshi, assistant IT manager, Radisson Blu Hotel, Ahmedabad, opines, “The background music and sound clarity should inspire the guests and create an upmarket brand image. In fact, as hotels strive to create a home away from home, they are placing a strong emphasis on creating the perfect ambience to soothe our guests.”
Binoy Sreedhar, chief engineer, Moevenpick Bangalore admits, “Although we are a fairly new hotel, the music systems installed are up-to-date. Piped music has been installed specifically for the guest corridors, lobby, speciality restaurants, bar, executive lounge and banquets. Ceiling mounted surround sound speakers play music streamed over the internet which are designed to acclimatise with the character of the zone and guests.”
Each area of the hotel merits a different audio quality and requirement. Background music is vital in maintaining the moods and ambiance. This forms an integral part of the first and last impression left on clients and hence must be treated as vital to the overall environment of the hotel.
Generally, for lobbies, shopping areas, corridors, elevators and other public areas, background music systems are what are used for with automatic volume and source control facilities powerful and discrete audio reinforcement systems are preferred for conference halls, banquet halls, bars, pubs and discothèques along with customised projection and display systems with room combining capability that maximise the utility of your venue.
Ankush Agarwal, director marketing, HARMAN Professional India, further explains, “In F&B for example, you could have a themed restaurant or a coffee shop where guests would like to sit down and enjoy their meal over a conversation. At such a place, you would need to create a subtle BGM environment which can be achieved perfectly with JBL LSR 305 active speakers or with JBL SB2. These are a perfect fit from a sound output perspective and at the same time they also allow the flexibility of floor or stand mounting which is needed in restaurants with high ceilings. Clubs and pubs on the other hand need a high power system such as the JBL STX800/ SRX800, which is capable of delivering powerful sound.”
Kamat of Grand Mercure Goa Shrem Resort, adds, “In fact, audio systems are chosen according to a particular location in a hotel. For MICE section of the hotel, professional communication technologies bridge the geographic gap for corporate guests. It enhances in-house presentation and hospitality facilities. Similarly lobby, restaurants, bar, gym and spa use a specific music to set the appropriate mood depending on the time of day and ongoing activity.”
A guest room often tends to be ignored in terms of audio quality, but Hotels which choose to install high quality guest room audio systems are in a position to improve guest contentment. A growing percentage of hotel guests travel with iPods, or other portable audio devices (portable CD players, MP3 players, Personal Video Recorders, laptop PCs). These guests are very appreciative when hotels provide a simple system that allows them to fully enjoy their music. A high quality audio system is obviously preferred nowadays.
Music offering at night clubs, themed restaurants, music venues, is equally important. Sreedhar opines, “We are in an age where designers and hosts are moving into music profiling which is a step ahead of the accompanying technological advances in the mechanics of relaying music. Music integrators today have a huge range of online libraries to choose from which provides curated music. Clients seek more personalized media content where technology provides them the ability to choose their soundtrack and play it within their space either from an infinite online source or their very own mobiles.”
HARMAN offers a range of products that enhance the banquet offerings and elevate the overall experience. From ceiling mounted speakers such as JBL 40 series that can be connected to the AV with the help of BSS DSP’s and Crown digital amplifiers, to JBL PRX/ VRX series stand mounted speakers which can be used as external connections, there is a solution for every need.
“Today’s customer demands and expectations are way too high and justified as well, on most occasions. Since people are globally moving for leisure and business, expectations have turned high and as hoteliers we need to cater to this from every possible aspect. One of which is obviously music, as not just a mode of entertainment, but it also gives that relaxed feeling, on a stressed day, which can always be rejuvenating,” Kamat elaborates.
With the proliferation of technology, which has beyond a doubt, revolutionised the audio experience, Hotels are taking complete advantage of that for guests. Agarwal of HARMAN Professional India, elaborates, “Guests today are accustomed to quality sound and expect the best everywhere they go. A carefully designed auditory experience can add immeasurably to the image of quality and luxury you want them to remember. Custom-designed audio solutions based on the theme and décor of any area of a hotel delights guests and helps in creating the perfect ambience. HARMAN has a dedicated team which caters to the hospitality sector globally, and which works closely with major hospitality chains to understand the changing demands catalysed by new technological trends like Bluetooth, 4K and UHD, immersive 360o audio, etc.”
In this technology era, hotels are facilitating their guests with the best technological equipment. High-end audio systems are now installed to give guests an amazing experience. Majumder quips, “Considering the changing needs of a customer and his adaptation and demand for hassle-free, compatible sound systems together with technological upgrades have made sound management and quality maintenance, possible through use of systems like Bluetooth, Blu Ray, AVB, Cloud IT, etc.”
Sreedhar adds, “Sound technology today has weaned off the age old audio systems that were dependent on separate magnetic tape players or CDs’, bulky amplifiers and speakers which occupied large spaces above false ceilings. With head-end systems becoming much sleeker, barely noticeable speakers and failsafe internet streaming, audio experiences have become much more enriching, whether it is to hear that base note on a saxophone or a B minor on the 5th string.”
Technology is the best bet for a good quality audio experience and also enables hotels to keep a handle on costs. Says Joshi, “Technology convergence paves the way for greater efficiencies and potential cost savings through the use of centralised equipment rooms and unified physical cabling infrastructure to distribute data, voice, media and control signalling.”
Networked audio and DSP, Online music solution, 3D acoustic modelling and Digital Sound technology, are some of the latest innovations in the audio arena. It can be daunting to consider all the options and thus selecting the right partner who can help guide a hotel through the various elements is imperative.
Brands like HARMAN and Bose, understand these needs well and provide the latest. Agarwal explains, “Offering a complete in-house conference room setup from wireless/lapel/boundary layer microphone options from AKG, pre-defined user programs facility for multi-use of the banquet from BSS, wall-mounted, as well as ceiling mounted speakers from JBL and complete control over AV content with AMX, HARMAN has a complete portfolio of solutions to meet these requirements.”
Expectations of hotels when selecting audio brands are soaring and they settle only for the best. Technical flexibility and an ability to blend the hotel’s audio-visual systems seamlessly with the property, décor, character and culture is vital. A harmony between the technology and aesthetics has to be achieved to enhance every experience for guests.
Hyatt Regency Delhi settles for brands like, Marantz, Sony, Crown by Harman, JBL. Kamat of Grand Mercure Goa informs, “We have complete systems from Bose and JBL, which can cater to our complete banqueting facilities independently of multiple events. Public areas, SPA, restaurants and all other areas have ceiling mounted and wall-mounted JBL speakers throughout, whereas gym has a complete Bose System.”
The name of the brand notwithstanding, Hotels have certain set parameters when selecting brands. Joshi looks for, “digital and clear audio output, heavy duty product, sound system and accessories should design in luxury ambiance look, quick technical support and easy operating.”
Sreedhar of Moevenpick Bangalore on the other hand seeks, emergency systems muting, zoning ability, zero audio buzz, clarity on voice reproduction at the listener point, no harmonic distortion, echo suppression ability, sound masking, conferencing audio levels, microphone gain, system latency, multichannel system output and signal to noise ratio among others.
Suman Majumder of Hyatt Regency New Delhi, is particular about, space requirements, Features of the product – battery operative device, WIFI compatibility, HDMI input, USB compatibility, Aux in , AV in/out etc, and a one-year guarantee, is usually the limit that they look at while procuring such huge audio systems.
If hotels, are procuring the best audio systems, the IT department in a hotel plays a pivotal role in ensuring the seamless merging of the audio systems and technology. Says Joshi, “The IT department is providing console and administrative support for audio systems. They also help in trying to make available suitable music patterns.”
Maintenance of these high-end audio systems is something hotels are particular about and generally prefer annual maintenance contracts. Joshi avers, “Our engineering department looks into the maintenance aspect on regular basis, as per the requirements and contract and of course, support is extended by our vendors on repair and refurbish.”
Hotels are trying to keep pace with the fast-paced high-tech world of audio systems. After all, the hotel industry needs to adapt itself to these changes or risk falling behind.
Agarwal of HARMAN sums up succinctly, “In addition to good food, good service and good prices, guests look for a complete, holistic experience. From the moment they step into the hotel lobby, everything your guest experiences, leaves a lasting impression about the hotel. And every distinction, however subtle, has the opportunity to set your hotel apart from the competition.”
