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The Marketing of the Senses Applied to Singular Hotels

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The Marketing of the Senses Applied to Singular Hotels

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The Marketing of the Senses. Eden Proyect. Flickr

Luis Bassat himself would approve of a marketing campaign whose outcome would link the relationship between an aroma, a color or a particular song with a promoted product, in this case the extraordinary hotel.

Everyone is prisoner of his senses and slave of his instincts, and the two will decide, to a large degree, among the various possibilities offered by the broad market that is the current hotel industry.

One might think that sight is the sense to keep foremost in mind: that what counts most is the aesthetic and physical, since they stand out in appearance. However, it is through the other senses that each proposition takes on a distinctive dimension.

A fragrance, for example, can awaken a series of sensations and memories that the remaining senses would have trouble exceeding in intensity. The sound of water flowing in a stream, the sound of singing birds, the touch of fresh sheets and blankets, the flavors of foods that transport us home, the smells of nature or aromatic soaps – these all have the potential to impact a client, so that he leaves a hotel with a feeling of absolute fullness.

The Marketing of the senses can build client loyalty in a manner so subtle that the client himself is unaware of it. We are talking about marketing with a capital “M” taken to its highest expression.

This is such a powerful took that to a certain extent it allows us to choose the profile of the client we would like to have in our hotel.  Intense aromas, bright colors, upbeat sounds and bold design will attract clients with a daring, adventurous profile and with a very definite character. If we are looking for a relaxing, comfortable or even romantic environment, we would go with pastel colors, calming sounds and floral fragrances, with a more meticulous decor and an emphasis on all kinds of details. We can strengthen the aroma as a single element, as does the Hotel Silken Al-Andalus Palace with a strategy of ambient scents. There are even businesses dedicated to the personalization of aromas for hotels.

Obviously these are no more than small brushstrokes that can form part of much more detailed marketing plan in accordance with the property that sets out the main strategic lines.

This area may already be familiar to many, but is it equally exploited by Spain’s exceptional hotels? Regrettably, by only a small minority. To verify it, I quickly looked at Spain’s main newspapers. There are a total of 25 references (press releases and news) to singular hotels. In 2010, 15 are mentioned, of which 4 are Spanish; in 2011, there are 10, with a better total of 8 that are Spanish.

On the main television channels, we only find programs focused generally on the structural singularities of a building and the unique personalities of the owners, not on the experiences one can have staying by staying at the hotel.  In the social networks, things are not much better, while a YouTube search for “unique Spanish hotels,” “unique hotels in Spain,” or “theme hotels in Spain” yields very sad results. On Facebook, various references but little Spanish participation.  In none of the cases I mentioned are sensations communicated to the potential client of the sort I explained at the beginning of the post.

At InnWise, we offer to create advertising that takes advantage of the expectations that the exceptional hotel can generate in future clients, which means nothing less than having a unique experience sprinkled with sensations that are hard to find in conventional lodging.

As a final reflection, it is very important to understand that the Marketing of the Senses is not a tactic to be used only as an advertising lure, but instead must play an active part in the service provided to the guest, and must define and develop the specific product offered for sale. An incorrect use of these elements can end up counterproductive, transmitting sensations that subsequently never materialize. (To further understanding of the subject read “Marketing Begins With the Product.”).

To conclude, I attach a press release for a unique hotel in Colombia. It’s interesting and serves to demonstrate that the business model or value proposal is not important: we can all employ Marketing of the Senses.


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