You know what you need
We help define the scope, structure the music direction and turn the vision into a clear operational plan.
Hotels · Music · Soul
Rediscovering Identity Through the Universal Language of Music
The Groove Society helps boutique, family-owned and destination hotels reconnect with their soul through music, atmosphere and emotion.
Sonic identity, music curation, DJ direction and operational sound guidelines for hotels and hospitality spaces.
The Question
If you entered your hotel
If you entered your hotel
with your eyes closed...
would you know it was yours?
The Problem
Not every hotel
Not every hotel
has a soul.
Many hotels are beautiful. They have good rooms, good design, good service and good marketing. But sometimes the most important thing slowly disappears: identity.
People do not remember perfection.
They remember emotion.
What We Really Do
We do not
We do not
create playlists.
We listen. We observe. We uncover what makes a place truly unique. Then we translate that identity into music, atmosphere and moments guests can feel and remember.
Music is not decoration. Music is the universal language we use to transform atmosphere into memory.
You may already have music. What may be missing is direction.
Where We Usually Begin
Different hotels.
Different hotels.
Different starting points.
Some properties know exactly what they need. Others already have music, but it does not feel coherent. And sometimes the problem is invisible until someone listens to the guest experience as a whole.
You have music, but it is not working
We diagnose what is disconnected: spaces, dayparts, volume, transitions, playlists, DJs, staff usage or brand coherence.
You did not know this was missing
We reveal how music can become part of the property’s identity, guest memory and daily operating culture.
The TGS Method™
From feeling
From feeling
to sound.
We don’t start with playlists. We start by understanding how the place actually feels.
Every hotel has a rhythm: arrival, transition, service, silence, energy, sunset and night. Our method translates that rhythm into a sonic identity — a musical framework designed around brand, atmosphere, guest emotion and operational reality. A method designed to observe, define, implement and evolve music inside real hotel operations.
Observe
We listen to how each space behaves across different moments of the day.
Understand
We define the intention behind the brand, the guest profile and the desired atmosphere.
Validate
We identify what feels aligned, what feels disconnected and where the sound needs clearer direction.
Design
We create a musical architecture for spaces, moods, timings, transitions and energy levels.
Evolve
We refine the sound over time so the identity stays coherent, alive and relevant.
Brand
Atmosphere
Guest emotion
Operation
01 · Observe
Listen to the place
Before music, there is atmosphere.
02 · Define
Shape the identity
Mood, tempo, energy, memory and emotion become criteria.
03 · Design
Build the architecture
A living sound system for spaces, dayparts and guest moments.
The Framework
Not a playlist.
Not a playlist.
A sonic framework.
Clarity
Teams understand what should sound right, and why.
Coherence
Every space has its own role while staying connected to the brand.
Continuity
The sound can evolve without losing its identity.
A playlist is a selection of songs. A sonic identity is a system. It defines how each space should feel, how energy moves through the day and how the brand remains recognizable without saying a word.
What We Can Support
Music direction
Music direction
for real operations.
A hotel’s sound identity does not live only in background music. It lives in every decision where music shapes atmosphere, guest memory and the way a space is experienced.
Sonic Identity
A clear sound direction for the brand, its spaces and its emotional atmosphere.
Playlist Architecture
Human curation structured by area, moment, daypart, energy and guest journey.
DJ Programming
Guidance for DJ concepts, music briefs, energy curves and artist selection.
Events & Moments
Music direction for openings, private dinners, rooftop nights and brand moments.
Team Alignment
Guidelines and training so managers and staff understand how to protect the sound of the property.
Platform Adaptation
We work with
We work with
your existing system.
We do not replace your system. We give it direction.
Soundtrack Your BrandSiriusXM for BusinessMood MediaRockbotCloud Cover MusicSonos ProQsicSoundMachineCustom ChannelsJukeboxyTribe of NoiseBandtrack
The Groove Society does not need to replace your current music platform. We adapt the sonic identity, playlist architecture, staff guidelines and music criteria to the systems your hotel already uses.
Our role is not the software. Our role is the direction: brand sound, guest journey, energy, dayparts, transitions and long-term coherence.
Also adaptable to other licensed business music platforms, local systems or internal workflows already approved by the property.
Beyond Playlists
A sound identity
A sound identity
must be operated.
Music becomes powerful when it is connected to the people, moments and decisions that shape the guest experience every day.
DJ & Artist Direction
Artist selection, music briefs and standards for DJs, live music and culture-led programming.
Special Events
Opening moments, private experiences, seasonal programming, dinners, celebrations and high-value guest moments.
Operational Sound Direction
Volume, energy, timing, transitions and usage criteria that teams can understand, apply and evolve.
Team Sound Culture
Sound direction
Sound direction
for the people
operating the experience.
A sonic identity only works when the team understands how to protect it. We help managers, F&B teams, hosts and operational staff understand what should play, when it should play and why it matters.
Team Alignment
Clear guidance so daily decisions do not depend on personal taste, random changes or disconnected playlists.
Energy & Dayparts
Helping teams understand the rhythm of breakfast, lunch, sunset, dinner, late night and special moments.
Volume & Mood Protection
Simple criteria for volume, mood, transitions, guest sensitivity and the emotional role of each space.
Ongoing Culture
Keeping the sound identity alive as teams, seasons, concepts and guest profiles evolve.
Spaces We Design For
One space.
One space.
One personality.
Every space has its own emotional role. The music is a consequence of the concept — not the other way around.
Lobby
Restaurant
Bar
Pool
Spa
Rooftop
Beach Club
Private Events
Brand Moments
The First Door
The Soul Session
A private strategic conversation to understand what is working, what is missing and how music could become part of the property’s identity, guest journey and operating culture.
Brand story. Guest journey. Atmosphere. Energy. Staff reality. Memory. Before implementation, there must be listening.
Private sound direction for selected hotels and hospitality spaces.
How a Hotel Begins to Sound Like Itself
Before choosing a song,
Before choosing a song,
we listen to the place.
Every atmosphere has a rhythm. Every space has a temperature. Every hotel has a hidden sound. Our work is to uncover it before choosing a single song.
The room is the stage.
The experience is the story.
The emotion is what remains.
About Chema Dezarate
Built from music.
Designed for hospitality.
For more than two decades, Chema Dezarate has worked across music, hospitality, entertainment and international guest experiences — from Barcelona to Dubai, from the Maldives to Austria.
The Groove Society was born from a simple belief: the most memorable places are not always the most expensive. They are the places that make people feel something.
Worked with
Saalbacher Hof · Pioneer DJ · Six Senses · Starwood Hotels · Buddha Bar · CDLC · Café del Mar · Ministry of Sound · Hedkandi · Embassy Club · Toro Toro
What We Deliver
From background music to a sonic identity.
A clear music direction for hotels, restaurants, rooftops and hospitality spaces — designed to make every moment sound intentional.
Sonic Identity Audit
We listen to the current guest journey, identify weak sound moments and define where the brand needs more musical coherence.
Music Direction
A refined music language for each area: lobby, restaurant, spa, rooftop, pool, beach club or private events.
Curated Playlists
Human-curated playlists with emotional flow, time-of-day logic and a clear sense of atmosphere — not generic algorithmic sound.
Hotel Sound Manual
A practical guide for teams: moods, do’s and don’ts, energy curves and music references for every guest-facing space.
Ideal for
Boutique hotels · Luxury resorts · Restaurants · Rooftops · Spas · Beach clubs · Lifestyle hospitality groups
Start Here
Start with a private
Start with a private
Sonic Identity Session.
A focused conversation to understand your hotel, your guests and the atmosphere your brand should be remembered for.
Chema Dezarate · Founder & Chief Listener · The Groove Society