What if your hotel stay felt like a backstage pass?
In this episode of #NoVacancyNews, Glenn Haussman and Anthony Melchiorri talk with Oscar Serrano of UMusic Hotels about how Universal Music Group is transforming hospitality into a full-blown entertainment ecosystem.
From a 1945 theater at the heart of their Madrid flagship to genre-personalized guest experiences, this isn’t your typical luxury hotel.
They explore how music drives design, revenue, and community — and why the room is just one part of the journey.
🌐 Explore benchmarking insights at HotelData.com from our sponsor Actabl
📌 What you’ll learn:
• Why UMusic Madrid is a theater with a hotel — not the other way around
• How music is embedded in every space, from rooftop to retail
• Why open-door hospitality is key to local engagement and revenue
• How UMusic is scaling globally — with or without hotel rooms
• What Oscar learned from launching the first property — and what’s next
👍 Like, comment, and subscribe for more conversations that challenge the status quo in hospitality.
#experientialtravel #hospitalityinnovation #music
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