Inside UMusic Hospitality & Lifestyle: Personalizing the guest experience through music

Episode notes

In this episode of Hotel Moment, Karen Stephens welcomes Jordi Solé, president of UMusic Hospitality and Lifestyle, whose two-decade career in hotel operations across Europe and the Americas led him to create one of hospitality's most innovative concepts. Backed by Universal Music Group, UMusic represents a fundamental reimagining of what hotels can be: entertainment with a room, where music becomes the storytelling platform connecting guests, places, and communities. What you'll learn: Music as storytelling platform: How hospitality naturally amplifies emotion, and music transforms that into memorable experiences from pre-arrival through departure, creating brand awareness that generated 3 billion digital views and 35 million euros in marketing media value since opening. Entertainment-driven hospitality model: The Madrid property features a 900-seat theater hosting Universal Music artists, a piano bar with emerging talent, and activations throughout the property including rooftop performances and album launches, creating over 900 events in two years.