By OneMusic

Walk into any hospitality venue and you’ll hear music. It’s part of the experience – as essential as lighting, layout and service. But while operators spend hours refining menus and staff training, the soundtrack is often left to chance.

New research from OneMusic suggests that could be a missed opportunity – and in some cases, a real commercial risk.

According to a recent study, 38% of New Zealanders have walked out of a venue because of the music alone.

For an industry where margins are tight and competition is fierce, that’s a number worth paying attention to.

Music isn’t just background – it shapes behaviour

The idea of music as “background noise” is outdated. Today’s research shows it plays an active role in shaping how customers feel, how long they stay, and how much they spend.

Across hospitality and retail environments, music has a measurable impact on customer behaviour – influencing dwell time, purchasing decisions and brand perception.

When the soundtrack feels right, it creates a sense of comfort and alignment. When it doesn’t, customers notice – and act.

The same study found:

• 48% of Kiwis have stayed longer because the music felt right
• 40% say it influenced how much they spent
• 18% have stopped returning altogether due to a poor sound environment

In other words, music doesn’t just set the mood – it directly impacts revenue.

Why so many venues get it wrong

Despite its impact, music is still often treated as an afterthought.

In many venues, playlists are:

• Set by staff preference
• Based on what’s “popular” rather than what fits the brand
• Rarely reviewed or adjusted over time

That approach can lead to inconsistencies that customers pick up on immediately.

A high-energy playlist in a relaxed dining environment. Loud volume in a space where people want to talk. Generic “stock” music that feels impersonal or low-quality.

Each of these creates friction – even if customers can’t always articulate why.

As OneMusic NZ Director Greer Davies notes, many operators overlook the playlist as a strategic tool, even though it directly influences whether customers stay, spend or return.

The details that matter most

So, what actually makes a difference?

The research highlights a few key factors that consistently shape customer experience:

1. Volume is critical

Volume is often more important than genre when it comes to first impressions. In fact, 42% of New Zealanders say it’s the first thing they notice when entering a venue.

Too loud, and it creates discomfort. Too quiet, and the space can feel flat or awkward.

Getting the balance right is essential – particularly in dining environments where conversation is central to the experience.

• Comfort beats intensity

Contrary to what some venues assume, customers tend to prefer music that feels welcoming and calm.

The research shows Kiwi consumers overwhelmingly want a comfortable, relaxed atmosphere rather than high-energy or overly stimulating soundscapes.

For restaurants, this has a direct link to dwell time – and ultimately, spend.

• Fit matters as much as taste

It’s not about playing “good” music – it’s about playing the right music for your brand and audience.

Customers have strong expectations about what they should hear in different environments. When those expectations are met, it builds trust. When they’re not, it can feel jarring.

That might mean:

• A different approach for brunch vs dinner service
• Adjusting playlists for different customer segments
• Aligning music with cuisine, price point and brand tone
• Quality signals professionalism

Today’s customers are highly attuned to audio quality.

Younger audiences in particular can quickly detect generic or “stock” music, and it can signal a lack of authenticity or investment in the experience.

In contrast, a well-curated soundtrack reinforces brand credibility and attention to detail.

A small change with a big impact

The opportunity for hospitality businesses is clear: music is a relatively low-cost lever that can deliver meaningful returns when used intentionally.

It’s not about overcomplicating things. It’s about shifting from a passive approach to a deliberate one.

That might involve:

• Reviewing your current playlists against your brand positioning
• Testing different soundscapes at different times of day
• Adjusting volume levels based on actual customer feedback
• Thinking about music as part of service design – not separate from it

Research across hospitality settings consistently shows that music influences customer satisfaction, emotional response and overall perception of service quality.

And because it operates in the background, its impact is often underestimated – or only noticed when something feels off.

Turning insight into action

Knowing music matters is one thing. Knowing whether your venue is getting it right is another.

That’s where OneMusic NZ’s Sound Score Quiz comes in.

Designed for New Zealand businesses, the quick assessment helps operators:

• Understand how their current approach stacks up
• Identify potential gaps or risks
• Access tailored recommendations to improve their sound environment

It’s based on real consumer data, making it a practical starting point for any venue looking to optimise its customer experience.

More importantly, it provides a simple way to translate research into action – without needing specialist expertise.

Why this matters right now

Hospitality operators are facing a challenging environment, with rising costs and increasingly discerning customers.

In that context, every aspect of the experience counts.

Customers may not always articulate why they choose one venue over another – but factors like atmosphere, comfort and brand alignment play a significant role in repeat visits and spend.

Music sits right at the heart of that.

It’s one of the first things customers notice, and one of the last things they remember.

And as the data shows, when it’s wrong, people don’t just notice – they leave.

Take the next step

If you haven’t reviewed your venue’s music recently, now is a good time to start.

A few small adjustments could make a measurable difference to how customers experience your space – and how long they stay.

To find out how your venue’s sound stacks up, take the free Sound Score Quiz and unlock the full Sound Decisions report.