The role of technology in our experience society as well as the increasing interest in protecting our one and only globe are shaping our needs and behavior in all aspects of human life. Tomorrow’s Hotel, created in Best Western Hotel Haaga in Helsinki, Finland, as an experiment of the Haaga Helia University of Applied Sci- ences, aims at discovering how these trends affect the hotel industry. One of the innovative applications studied in Tomorrow’s Hotel are the Panphonics SoundShower® directional speakers, offering new acoustic possibilities for the hotel guests.