The race for sensory experience is only just beginning in theluxury hotel industry, and Fairmont has just taken a significant lead.
Accor 's iconic brand is partnering with Devialet , the leading French company in high-end audio technology , to create bespoke soundscapes in its hotels. A simple yet powerful idea. Until now, the focus has been on design , lighting, and signature scents. Now, sound is becoming a true brand driver.
An alliance dedicated to customer experience
This partnership between Fairmont and Devialet has a very clear objective: to make sound a key element of theguest experience. In a luxury hotel, every detail counts: the noise level in the lobby, the way music accompanies breakfast, the elegant silence of a spa.
By integrating Devialet solutions , Fairmont aims to offer acoustic comfort that is not only pleasant, but truly immersive. This includes soundscapes designed for arrival, relaxation, dining, and even private events.
Devialet, French high fidelity at the service of luxury
Devialet 's selection was no accident. The brand is renowned for its ability to produce pure, powerful, and controlled sound in an elegant design. Its speakers have become objects of desire as much as audio tools. In a luxury hotel, this dual nature is crucial. Guests don't just want a good speaker; they want an object that blends seamlessly into the décor and embodies the hotel's modernity.
With its patented innovations, distortion management and intelligent noise reduction, Devialet ticks all the boxes of a premium partner.
Custom-made soundscapes
The heart of the project lies in the creation of personalized soundscapes. Not a generic playlist. Not a lounge radio station on repeat. But a sonic universe built around the history of each Fairmont, its location, and its clientele. A luxury hotel in Marrakech will not sound like an urban hotel in Singapore or a mountain resort.
The teams from both brands are therefore working to create atmospheres that reflect the local culture, thearchitecture of the place , and thebrand identity. It's the same logic as fragrance signatures, but transposed to audio.
Sound as a customer loyalty tool
This project is interesting because it doesn't just address aesthetics. It also touches on memory. Several studies have shown this. Sound is a powerful emotional trigger. If you associate a Fairmont stay with a recognizable soundscape, you create a memory reflex.
Guests will remember this Fairmont audio ambiance just as they remember a comfortable bed or outstanding service. It's a subtle yet effective way to stand out in a market where standards are constantly rising.
A holistic sensory approach
This partnership also reflects a broader trend in luxury hospitality : a shift towards a more sensory , even narrative, experience that goes beyond simply being beautiful . It's no longer just about selling a night's stay; it's about selling an atmosphere. Sound becomes a storytelling tool. In a bar, it can slow the pace. In a lobby, it can create warmth without noise. In a spa, it can accompany the breathing. By mastering audio, Fairmont regains control of a parameter that is too often left to chance.
A gradual and international rollout
The first Fairmont hotels are already being equipped. The rollout will be gradual, depending on the needs and architecture of each location. Each hotel will have its own unique sound mix, developed in collaboration with Devialet . This is what makes the initiative premium. We're not imposing the same ambiance everywhere. We respect the space. We respect the guests. We also respect the staff, who benefit from a better-acoustically designed work environment.
A responsible vision of sound
Another interesting point is the sustainable. The project doesn't aim to make more noise, but to do it better. Using efficient devices reduces noise pollution, prevents overcrowding in public spaces, and creates quiet zones where they are needed.
The brands also mention the use of responsible materials and the promotion of local designers in some of their creations. This is a way of contributing to the cultural economy of each destination.
What this says about luxury in 2025
This Fairmont x Devialet ultimately tells a story. Tomorrow's luxury won't just be visible; it will be audible. Thehotel industry is increasingly moving towards an invisible luxury, one that is perceived without being ostentatious. Perfectly balanced sound in a five-star lobby is a prime example.
It's a comfort you only notice when it's not there. By taking this subject seriously, Fairmont shows that today's excellence lies in mastering all the senses.
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