Not content – like many other hotels these days – with wafting an enticing fragrance through its public rooms, the new Raffles Dubai is adding a song to the pong.

The hotel has “sought a comprehensive music styling solution from Singapore-based sensory brand consultant Equal Strategy, one which would project their brand through music which reflected the qualities and values of the hotel chain”.

The words are not ours, rather those of Equal Strategy’s PR consultants, who go on to explain, “Simon A. Faure-Field, CEO of Equal Strategy, has devised a music programming, management and updating plan which draws upon the company's extensive repertoire of over five million musical works.

“Using techniques of behavioural science as applied to music and auditory input, Faure-Field devised a series of musical programmes based on the activities within each area (of Raffles Dubai) combined with the likely state of guest "arousal" (relaxed or vigorous activity).

“A music environment was then devised, varying in style and genre at different times of the day, with unique playlists compiled for each outlet.”

Faure-Field, in the media release, explained, "The music that fills the ears of a hotel guest puts them into a certain state of mind therefore it's critical for this to gel with other aspects of the hotel experience such as design, decor, service and even the scent that you smell in the air.

“The brand hangs together as a result of all these cues and stimuli, not just any single one, like design and decor for instance."

So now you know…