For years, music in hotels was conceived as a neutral element: lounge music, soft jazz, and invisible playlists designed to accompany spaces without truly being listened to. Today, however, music has become an integral part of the identity of contemporary hospitality. More and more hotels are developing their own sonic aesthetic through DJ sets, live sessions, listening experiences, and artistic collaborations, using music as a tool for positioning, branding, and community building.

This panel explores that evolution: from “background music” to a central element of the guest experience, capable of redefining the relationship between hospitality, culture, and contemporary nightlife.