neuromarketing techniques for hotels
Over the last few months, the world has seen a steep rise in the number of Covid cases again, and the pandemic continues to ravage the global travel and hospitality industry.
However, travel demand continues to pick up (slowly, but surely) in many destinations.
That is to say, in this article I’m breaking down just some of the Neuromarketing techniques for hotel recovery.
In other words, Neuromarketing in the tourism sector studies the behavior of the traveler before and after his stay at any accommodation facility.
This is from the 5-star Hotel to the cheapest B&B.
when you dream about traveling
A trip is often born from a sensory stimulus.
It can be, for example, an amazing mountain panoramic view.
Secondly, a beach that someone has shared on a social network.
Certainly, those who plan a holiday think of the pleasure they can get.
knowing the true emotions of your clients with neuromarketing
Having said that, Neuromarketing experts suggest hotel managers to analyze the emotions of potential guests.
Knowing these data help leverage the emotional states to capture the attention of the audience.
This leads to ad hoc platforms and messages.
Therefore, it is important to investigate potential guests while they:
• search for and compare destination information
• book their stay
• live their holiday experience
• return home
Ok…but how can you pick their emotions up and know what they really feel while doing the above mentioned?
Well, there are powerful Neuromarketing tools that experts offer.
You can click here for an overview.
Basically, unconscious mind can reveal important details about the hotel choice and consumer behaviour in a digital environment.
Unfortunately, traditional marketing methods are not able to reveal them.
Hotel websites based on emotions
When clients navigate inside a hotel website, they want to feel the door that opens to their trip.
This is why, a tourist accommodation website should be based on emotions, expectations and objectives.
Thanks to ventro-medial pre-frontal cortex, if tourists can’t feel emotions, it’s unlikely they will make decisions.
Hilton helps to build up travel memories
According to a research carried out by Hilton, travel is the most frequently recalled happy memory.
People say they plan trips to create memories with family and friends.
Chris Nassetta, president and chief executive officer of Hilton stated,“While so much has changed this year, some things remain true”.
Nassetta also said that “Hilton is here to help you make new memories, whenever you are ready.”
As a result and with the travel memory deficit at the forefront of consumers’ minds, Hilton has launched the “To New Memories” marketing campaign.
Moreover, the company has carried out new programs and protocols to support consumers all around the world.
The importance of pictures told by neuromarketing
When it comes to hotel rooms, one should pay particular attention to the way they are advertised.
Why? Because guests are willing to pay up to 20 USD extra for them, but you have to use the pictures in the right way.
So, make sure you use features such as light, arrangement of objects or presence of people in the right way.
For example? Use pictures with cold shades, tending to blue and with a very nice aesthetic appearance.
In addition, try to add people’s faces and front photos rather than taken from a corner.
Again…it’s pretty much all about emotions.
If a potential guest does not activate emotionally by watching the pictures, it is very likely that he/she will not proceed with the booking.
As you can see, to accelerate hotel businesses, it is essential to combine a deep knowledge of the industry with neurosciences.
Applying Neuromarketing to the hotel field helps to understand the unconscious drivers of choice in a potential guest.
Consequently, try to get organized during this particular period of time.
Look ahead, prioritize things now, to be ready when demand picks up again.
Interested in learning more about hotel Neuromarketing strategies and how to apply them tailor-made to your business?
Send me an email at mb@marcobaldocchi.com.
You can also follow me on facebook and instagram to stay up-to-date on the latest news about Neuromarketing and events.