“Music is a key part of our strategy to elevate our brands and create unforgettable experiences for our guests,” stated Langham Hospitality Group CEO Bob van den Oord. “Andrew’s unparalleled expertise and visionary approach make him the ideal leader to drive innovative and impactful audio marketing initiatives across our company.”
Strategic partnerships and sonic identity
Grant joins the Brands Operations team with a mandate to forge high-value partnerships across the music industry. His responsibilities include establishing connections with prominent artists, festivals, and record labels to create distinctive audio experiences throughout the company’s global property portfolio.
The appointment demonstrates how leading hospitality firms increasingly view sonic elements as essential brand components rather than peripheral considerations. Grant’s work will involve crafting audio identities that complement the physical environment of each property while maintaining consistency with overall brand values.
His extensive background positions him uniquely for this specialised role. Previous positions include serving as Resident DJ at Ibiza’s renowned DC10 nightclub and producing for Valencia-based record label Barraca Music, providing both creative and commercial perspectives on music curation.
Anniversary celebrations and portfolio expansion
A significant aspect of Grant’s immediate responsibilities involves designing special events for the 160th anniversary of The Langham Hotels & Resorts, the group’s flagship luxury brand. These celebrations will require careful balance between honouring heritage while presenting contemporary relevance.
The newly appointed director will simultaneously maintain his role as Director of Music and Radio at Eaton DC, allowing for cross-pollination of ideas between properties. This dual position enables the development of distinct sonic identities while maintaining cohesion across the broader organisation.
Grant’s background in event production and logistics, developed through positions at entertainment company Aronis Group and the Okeechobee Music & Arts Festival, provides valuable operational expertise for implementing large-scale music programmes. This practical knowledge complements his creative capabilities, offering a comprehensive approach to audio marketing.
Audio marketing as competitive advantage
The creation of this specialised directorial position highlights how sophisticated hospitality groups now view sound as a fundamental element of guest experience rather than an afterthought. Research consistently demonstrates that thoughtfully curated audio environments significantly influence customer perception and behaviour.
Grant’s appointment arrives as luxury hotels face mounting pressure to differentiate themselves beyond traditional metrics of service and accommodation quality. Audio experiences offer opportunities to create memorable moments that guests associate specifically with a particular brand or property.
The hospitality group’s investment in this area aligns with broader market trends showing increased attention to sensory marketing strategies. By addressing audio elements with the same rigour applied to visual design and service protocols, the company positions itself advantageously in an increasingly competitive luxury hospitality landscape.
Industry analysts note that such specialist appointments remain relatively uncommon, potentially offering the group first-mover advantages in developing sophisticated audio marketing frameworks that competitors may struggle to replicate quickly.