Remember
Who are you? What was the original dream?
Hotels · Music · Soul
Rediscovering Identity Through the Universal Language of Music
The Groove Society helps boutique, family-owned and destination hotels reconnect with their soul through music, atmosphere and emotion.
The Question
If you entered your hotel
If you entered your hotel
with your eyes closed...
would you know it was yours?
The Problem
Not every hotel
Not every hotel
has a soul.
Many hotels are beautiful. They have good rooms, good design, good service and good marketing. But sometimes the most important thing slowly disappears: identity.
People do not remember perfection.
They remember emotion.
What We Really Do
We do not
We do not
create playlists.
We listen. We observe. We uncover what makes a place truly unique. Then we translate that identity into music, atmosphere and moments guests can feel and remember.
Music is not decoration. Music is the universal language we use to transform atmosphere into memory.
The Dezarate Method
From Identity
From Identity
to Memory
Awaken
What have you stopped seeing inside your own house?
Feel
What should guests feel when they arrive, stay and leave?
Translate
Give emotion a voice through music and atmosphere.
Remain
Turn moments into memories that stay with people.
The First Door
The Soul Session
A private discovery session for hotel owners, families and hospitality teams who want to reconnect with the emotional identity of their property.
Before music. Before strategy. Before implementation. There must be listening.
How a Hotel Begins to Sound Like Itself
Before choosing a song,
Before choosing a song,
we listen to the place.
Every atmosphere has a rhythm. Every space has a temperature. Every hotel has a hidden sound. Our work is to uncover it before choosing a single song.
The room is the stage.
The experience is the story.
The emotion is what remains.
About Chema Dezarate
Before I understood hotels,
I understood music.
For more than two decades, Chema Dezarate has worked across music, hospitality, entertainment and international guest experiences — from Barcelona to Dubai, from the Maldives to Austria.
The Groove Society was born from a simple belief: the most memorable places are not always the most expensive. They are the places that make people feel something.
Worked with
Saalbacher Hof · Pioneer DJ · Six Senses · Starwood Hotels · Buddha Bar · CDLC · Café del Mar · Ministry of Sound · Hedkandi · Embassy Club · Toro Toro
What We Deliver
From background music to a sonic identity.
A clear music direction for hotels, restaurants, rooftops and hospitality spaces — designed to make every moment sound intentional.
Sonic Identity Audit
We listen to the current guest journey, identify weak sound moments and define where the brand needs more musical coherence.
Music Direction
A refined music language for each area: lobby, restaurant, spa, rooftop, pool, beach club or private events.
Curated Playlists
Human-curated playlists with emotional flow, time-of-day logic and a clear sense of atmosphere — not generic algorithmic sound.
Hotel Sound Manual
A practical guide for teams: moods, do’s and don’ts, energy curves and music references for every guest-facing space.
Ideal for
Boutique hotels · Luxury resorts · Restaurants · Rooftops · Spas · Beach clubs · Lifestyle hospitality groups
Start Here
Let us start
Let us start
with a conversation.
Before we talk about music, strategy or business, there is one question worth asking.
Chema Dezarate · Founder & Chief Listener · The Groove Society