Background Music for Hotels and Restaurants: How to Set Up a Music Service for Your HoReCa Business

Background music in hotels and restaurants is one of the most effective ways to enhance the customer experience, strengthen brand perception, and increase sales. In the HoReCa sector — the hotel, restaurant, and catering industry — the right soundscape directly influences how long customers stay, how much they order, and whether they return. A background music service designed for commercial use differs significantly from consumer services: it provides licensed music, automatic scheduling, and multi-zone control for different spaces. This article covers how to set up background music for a hotel or restaurant, what licenses are required, and how Feelment helps businesses that have multiple distinct spaces.

Why Is Background Music an Essential Investment for HoReCa Businesses?

Background music in a HoReCa business is not merely an amenity — it is a measurable business tool. In an extensive study by Soundtrack Your Brand and HUI Research, brand-aligned background music increased fast-food restaurant sales by 9.1% compared to randomly selected music. Sales of add-on items, such as desserts, rose by as much as 15%. A study by the University of Jyväskylä found that on evenings when background music was absent entirely, the restaurant was rated as least comfortable. A recent field study also found that slower music tempo caused restaurant customers to stay longer and increased the total bill amount. Music creates atmosphere, masks distracting background noise, and steers customer mood in the desired direction.

In a hotel, background music begins building the hospitality experience from the lobby. At breakfast, calm acoustic music communicates an unhurried atmosphere, while in the evening restaurant, more atmospheric jazz or lounge music elevates the fine dining experience into something holistic. According to a study commissioned by GT Music Licenses Ltd and conducted by Kantar, customers who rated their purchasing experience as excellent spent more than planned when familiar background music was playing. Of these customers, 25% purchased more than intended compared to situations where unfamiliar music was playing.

Choosing a Background Music Service for a Restaurant with Multiple Spaces

For a restaurant with multiple spaces, the most important feature of a background music service is multi-zone control. Multi-zone control means managing the music in different areas separately from a single application: the private dining room's calm background, the bar counter's more energetic playlist, and the terrace's summer ambiance each play their own playlist simultaneously. Traditional consumer services cannot achieve this because they are designed for single-space use.

Feelment is a Finnish background music service designed for commercial use that provides multi-zone control through its Windows application. Different music can be directed to different spaces from a single device without separate additional hardware or subscriptions. This differs from the general market practice where each additional zone requires its own device and its own subscription. A restaurant with three separate spaces, for example, saves on both equipment costs and monthly fees with Feelment's model.

"The great thing about Feelment is that you can change the music genre based on the clientele and the mood. The app's home screen is handy because staff can immediately see recently played and recommended playlists on the front page. This makes it easy to switch music within the brand's framework." — Riikka Atri, Restaurant Manager, JunkyVegan

How to Set Up Hotel Background Music That Changes Automatically from Morning to Evening?

Hotel background music requires automatic scheduling because the atmosphere needs to change throughout the day without constant staff intervention. In the morning, calm, instrumental music such as acoustic or ambient works well to greet guests subtly. During the day, the energy rises slightly, and in the evening, the mood shifts to a lounge style. For this purpose, Feelment offers a weekly calendar-based scheduling tool that switches playlists automatically based on the time of day and day of the week.

With the music weekly calendar, a hotel or restaurant programs different playlists to play at desired times. Scheduling is done through the My Feelment customer portal, and changes can be made remotely from anywhere. For a hotel, this means the receptionist does not need to manage music selections manually — the system handles transitions automatically.

Feelment also differs from consumer applications in playlist duration. Consumer service playlists are often around 50 tracks long, meaning the same rotation repeats every few hours in a restaurant or hotel lobby. Feelment's ready-made playlists are built to cover at least an entire working day without repetition, and multiple playlists can play simultaneously. This keeps the atmosphere fresh throughout the day.

Copyright and Music Licenses: What Does a HoReCa Business Need?

A business that plays background music publicly requires a music license in Finland. The music license covers the public performance of music represented by Teosto and Gramex, and it is sold by GT Music Licenses Ltd. Teosto represents composers, lyricists, arrangers, and music publishers, while Gramex represents music producers, performers, and conductors. The current music license model includes both copyright fees in a single purchase.

The price of a music license varies depending on the venue. For a restaurant, the price is determined by seating capacity: for example, with 50 seats the price is approximately 50 euros per month, excluding VAT. Hotels have a separate accommodation music license that covers background music in hotel rooms, lobbies, and corridors. The music license is purchased directly from the musiikkiluvat.fi online store, and it is valid indefinitely with a one-month cancellation period.

It is important to understand that a music license and a music service are different things. A music license grants the right to play music publicly, while a music service is the tool from which music is actually played. Consumer services such as Spotify are not licensed for public performance in commercial settings. Feelment includes the appropriate licenses for commercial music playback, so copyright matters are in order from the moment of deployment.

Commercial Music Service vs. Consumer Service: Key Differences

The differences between a consumer music service and a commercially licensed background music service are significant. The following table compares key features that HoReCa businesses should consider when choosing a service.

Building Atmosphere in Different Spaces: Practical Examples

Atmosphere planning in a HoReCa business starts with a space-specific music strategy. Each space serves a different purpose, and the background music should support that space's function. Below are practical examples of music planning for different types of spaces.

The hotel lobby and reception area creates the first impression. Calm, instrumental music such as acoustic or ambient suits the morning and daytime. In the evening, the mood can deepen to a lounge style. Research consistently shows that a calm tempo encourages customers to stay longer and spend more money.

The restaurant dining area needs music that does not compete with conversation but also does not leave room for awkward silence. According to the University of Jyväskylä study, background music playing at an appropriate volume significantly improved the perceived comfort of the restaurant compared to a situation where no music was playing at all. In a fine dining restaurant, familiar music, jazz, or classical music made customers stay the longest and spend the most.

The bar area or nightclub requires a higher energy level. Faster tempo and more familiar hits activate customers and create a communal atmosphere. Scheduling is key here as well: the early evening lounge mood can shift to a more energetic direction automatically later in the night.

"I like that you can schedule the music. Feelment's scheduling feature has worked well — you don't need to be there changing the playlist yourself." – Essi Lappalainen, Hotel Director and Regional Manager, Wilderness Hotels

Feelment's Advantages for HoReCa Businesses

Feelment is a Finnish restaurant entertainment application produced by Viihdeväylä Oy, a family-owned company that has served the industry since 1984, with over 2,500 commercial premises using it across Finland. Feelment stands out in the market particularly as a complete solution: the same application provides background music as well as sports channels, karaoke, and advertising displays. This reduces the need for separate services, devices, and contracts.

For Finnish HoReCa businesses, Feelment's strength also lies in its domestic music content. Feelment's playlists include an abundance of Finnish music-focused playlists covering all genres from Finnish schlager to modern pop. Playlists designed for commercial use do not produce inappropriate recommendations as a consumer service might, ensuring style and atmosphere remain consistent throughout business hours. Playlists can also be designed together with Feelment's music experts through the BrandFit service.

Importing Spotify playlists to Feelment is a practical feature for restaurants that already have a curated music taste. By importing existing Spotify playlists to Feelment, they become legal for commercial use, and staff do not need to build playlists from scratch.

"A very interesting domestic player. Feelment operates more agilely than foreign competitors and is competitive in many ways, as well as a clear forerunner." — Ville Puustinen, Industry Director, Osuuskauppa PeeÄssä

How to Get Started with a Background Music Service

Deploying a background music service in a HoReCa business proceeds in three stages. First, obtain a music license from the musiikkiluvat.fi online store. For a restaurant, select a background music license based on seating capacity; for a hotel, an accommodation music license based on the number of rooms. Second, choose a commercially licensed music service that meets the business's needs for multi-zone control, scheduling, and music selection. Third, plan a space-specific music strategy: which playlists suit which space and at what time.

Feelment's background music service can be tried free for 14 days without credit card information. The trial period does not automatically convert to a paid subscription. Feelment is available for Windows, Android, and iOS devices as well as a web player. Phone support is available every day of the year from 9 AM to 11 PM at 029 1234 122.

Frequently Asked Questions

What background music service is best for a restaurant with multiple spaces?

For a restaurant with multiple spaces, the best choice is a commercially designed background music service that supports multi-zone control. Feelment offers multi-zone control that allows managing music in different spaces separately from a single device. This gives each space its own unique atmosphere without the need for separate devices.

How does hotel background music change automatically from morning to evening?

Automatic music switching is achieved with Feelment's scheduling feature. Using the music weekly calendar, different playlists are programmed to play at specific times and days. The morning's calm background transitions to a more energetic daytime atmosphere and evening lounge music without any manual action from staff.

Does a restaurant or hotel need a separate music license to play background music?

Yes. Every business that plays music publicly in its customer areas needs a music license issued by GT Music Licenses Ltd. The license covers the performing rights for music represented by Teosto and Gramex. The music license is purchased separately from the musiikkiluvat.fi online store and is distinct from a music service subscription.

Can Spotify be used as background music in a restaurant or hotel?

Spotify's consumer version is not licensed for public performance in commercial settings and may not be used as background music in a restaurant or hotel. Feelment is licensed for commercial playback, making background music legal for business use from the moment of deployment.

How much do a background music service and music license cost for a restaurant?

Feelment's background music service starts at €79 per month (excl. VAT). The music license price varies by seating capacity: for example, a 50-seat restaurant pays approximately €50 per month for the music license. These are separate costs.

How do Feelment's playlists differ from consumer service playlists?

Feelment's playlists are designed for commercial use and last at least an entire working day without repetition. Consumer service playlists are typically around 50 tracks long. With Feelment, multiple playlists can play simultaneously, keeping the soundscape varied and fresh throughout business hours.

Can Spotify playlists be transferred for commercial use?

Feelment offers a feature that imports existing Spotify playlists directly into Feelment with just a few clicks. After importing, the playlists can be played legally in a commercial setting. This allows restaurant or hotel staff to leverage their existing music selections without rebuilding playlists from scratch.

Sources and Further Reading

• GT Music Licenses Ltd: What Is a Music License?
• GT Music Licenses Ltd: Background Music in Accommodation Premises License
• Musiikkiluvat.fi: How to Influence Restaurant Customers' Experience with Music
• Malcman, M., Azar, O.H., Shavit, T. & Rosenboim, M. (2024): How Does Background Music Affect Dining Duration, Tips and Bill Amounts in Restaurants? Behavioral Sciences, 14(12), 1188
• GT Music Licenses Ltd / Kantar (2022): Study on the Effect of Familiar Background Music on Customer Experience and Purchasing Behavior in Grocery Retail
• University of Jyväskylä (2012): The Effect of Background Music Volume on Customers' Perceptions of Restaurant Comfort
• Daunfeldt, S.O., Rudholm, N. & Sporre, R. (2017): Soundtrack Your Brand / HUI Research Study on the Effect of Background Music on Restaurant Sales
• Wilson, S. (2003): The effect of music on perceived atmosphere and purchase intentions in a restaurant, Psychology of Music, 31(1), 93–112
• Milliman, R.E. (1986): The influence of background music on the behavior of restaurant patrons, Journal of Consumer Research, 13(2), 286–289
• Copyright Information and Anti-Piracy Centre (TTVK)
• Feelment: Background Music Service for Commercial Use
• Feelment: The Effect of Background Music on Customers

Text: Essi Rajala, Aihio Digital