How can you use emotional marketing to connect with your hospitality audience?

The hospitality industry is all about giving people emotions, not products. This is very important, and I always remind our team: that we are here to provide emotions! The second important aspect is your values, both as an individual and as a company. Values are not just formed by empty words but through the real, proven experiences your partners and clients have had with you over time. Therefore, these emotions and values should be reflected in all your marketing activities. That's it! Other technical characteristics of your specific "products" can easily be found on your website, catalogues, etc.

I worked at Kievites Kroon Country Estate and the MD, Alan O'Leary always used to say, "We are selling romance", he used to always stress that we are not selling a room and a bed, or a steak and a glass of wine, "we are selling an experience, we are selling an emotion, emotions bring guests back". We lived it and it worked for us and it was the messaging in our marketing. You have to meet the expectation though, that is the trick, that is the job - that is the ONLY job!! So yes, Emotional Marketing works

While “emotional marketing” might sound a bit manipulative, I look at it more as “authentic & human to human marketing “. When a brand chooses to speak straight to the heart of the audience, as I’ve chosen for the past year , this amazing bond is created between the brand and the community that it creates with straight to the heart communication! This approach makes your audience feel seen, understood and gives it this very important feeling of belonging! But be aware: this brings your brand a good following and engagement, but also great responsibility! You are responsible to respect and honor this trust relationship that is created and always serve your community as promised, to their best interests!

Emotional marketing in the hospitality industry is a strategic approach that aims to create a strong emotional connection with customers. It involves tapping into customers' emotions to create memorable experiences and build long-lasting relationships. Here are a few ways emotional marketing can be implemented in the hospitality industry: 1. Storytelling 2. Personalization 3. Creating a welcoming atmosphere 4. Employee engagement 5. Social responsibility Overall, emotional marketing in hospitality aims to go beyond simply providing a service or product and focuses on creating meaningful experiences that leave a lasting emotional impact on customers.

As a seasoned hospitality management consultant, my role extends far beyond the conventional realms of strategy and operations; it's a symphony of expertise where every note is tuned to elevate excellence. In this dynamic industry, precision is not just a requirement but a mandate, and my lexicon of professionalism resonates with the nuances that define the art of hospitality management. At the core of my consultancy is a commitment to orchestrate seamless operations that unfold like a well-composed concerto. Each department, from front-of-house to back-of-house, plays a distinct instrument, harmonizing to create an unparalleled guest experience. The language I employ is not just about efficiency and productivity; .

When we communicate with our partners or direct customers regarding hotel or excursion choices, we always highlight the emotional experience they will receive from that specific hotel or excursion. The same principle applies to marketing. Clients need to see and feel what they will receive—whether it's relaxation, a vibrant party atmosphere, a connection with nature, or romantic feelings, etc.

Emotions means nothing without connection. Here is the deal my hospitality friends: You do not need everyone to sleep with you. Be authentic and know who you can connect with, the ones you "click with", the ones that will tune in to your flavor of emotion. It is not so much about the emotion itself but what it is tied to: You

Emotions are powerful things and can lead a customer to make a decision, but again how ever the venue decides to connect with people it needs to come from an authentic place.

At the crux of this paradigm lies the establishment of a profound and enduring rapport between hospitality entities and their discerning clientele. Emotional resonance, fostered through meticulously crafted marketing initiatives, transcends the transactional nature of hospitality, engendering a symbiotic relationship wherein patrons perceive themselves not merely as consumers but as active participants in an immersive narrative. Inherently characterized by the ephemeral nature of experiences, necessitates a paradigm shift from conventional marketing methodologies. In this dynamic milieu, emotional marketing assumes the mantle of a linchpin, enabling the creation of indelible imprints upon the emotional tapestry of the consumer psyche.

Tell a story, or take people on a tour of the venue at all times of the day…show a sunset from a balcony…connect with the viewer and show them what’s possible.

Prove that you can offer an experience , not just a simple service! Is important to let people know that they will be able to create unforgettable memories when visiting you!

In the hospitality industry, emotional marketing has proven to be a powerful tool that allows us to create a deeper connection with our customers. By sharing compelling stories about our brand values and mission, we can evoke emotions and resonate with our target audience. Leveraging social proof through testimonials and positive reviews builds trust and credibility, while personalization tailors our services to meet individual preferences. By going the extra mile to surprise and delight our guests, we can exceed their expectations and create memorable experiences. Through these strategies, we are able to generate positive emotions, increase customer satisfaction, and foster long-term loyalty in the competitive hospitality market.

The biggest part is storytelling: Narrative point of view, plot, characters. Reviews cover some of it but it is your authenticity that will tie the guest to you and turn them into fans. Be honest, be vulnerable, be you!

A poignant exemplification of this transformative power lies in the realm of differentiation. Within an intensely competitive milieu, where offerings often exhibit parity, emotional marketing serves as the vanguard, delineating the unique proposition of a brand. This evocative differentiation becomes a lodestar, guiding patrons towards a particular establishment by virtue of the emotive resonance it elicits.

Jonathan Lai has already provided an excellent example of how it's possible to implement emotional marketing. In our portfolio, we have approximately 350 hotels. With our team, we regularly brainstorm to distill just one characteristic emotional word for the concept of each hotel. Some of these characteristics include: Romance Seclusion Party Self-discovery Relax Sexy and so on.

I was GM of Holiday Inn JB, Dec 21, we facilitate a family reunion. A brother and a sister of a family working in Spore, separated for 2 years due to Covid. Elder sister based in M'sia plotted for family reunion, asked us to help. Both brother and sister disguise as waiter and waitress (still with masks on as per rule), serving, helping the unsuspected father at the buffet. The father kept saying the waitress' eyes looked like his daughter and sounded like her too. A fully recorded (by our team) event unfolded, and when they eventually reveal themselves - all laughs, tears and hugs! That recording received over 500k view and 30k likes and comments. Hotel was talk of town in both side of the causeway. Hotel continue to receive requests.

Moreover, the ramifications of emotional marketing extend beyond the immediate transaction, permeating the echelons of customer loyalty. It is within the crucible of emotional connectivity that brand allegiance is forged, impervious to the allure of transient alternatives. Clients, entrenched in an emotionally charged affiliation, become the evangelists of a brand, heralding its virtues and fortifying its standing within the collective consciousness.

The symbiosis of emotional marketing and word-of-mouth amplification cannot be overstated in an industry predicated upon reputation and recommendation. Positive emotional experiences, akin to a harmonious chord, reverberate through social circles, cascading into an organically expanding clientele nurtured by the authenticity and emotional resonance of the brand.

When I used to work on a cruise ship, my team had 3 actions that contributed to emotional marketing and customer engagement : -they were learning all their gusts names by heart and people loved that they were known by the team and felt immediately like home -they were making towels animals that always delighted everyone -they would always observe the guest preferences for beverages or dessert and surprising them with them All these became testimonials that were used after to show the audience what kind of services we provide!

For the Holiday Inn JB case, viral in social media for a good cause, with the number of likes, reposted, shared, plus tradition media picked up the story was immeasurable! This user generated content has such a great impact on emotional marketing continue to reap rewards for the hotel. Concreate revenue generated obviously will be hard to quantify, but one can only count the number of likes, shared and comments. The follow through would be that, the hotel continue to receive such type of requests, and it is actually now a place to celebrate special occasion in JB.

the conscientious deployment of emotional marketing within the realm of hospitality is not a mere ancillary strategy; rather, it is a strategic imperative for those seeking to transcend the ephemeral and carve an enduring niche within the consciousness of the discerning clientele. It is the art of infusing each interaction, each transaction, with an emotive depth that resonates, creating a tapestry of shared experiences that not only withstands the test of time but becomes a beacon guiding patrons back, time and again, to the welcoming embrace of an emotionally intelligent brand.

In marketing, it is crucial to uphold two principles: 1. Honesty 2. Pure Motives Emotional marketing, and marketing in general, should always be honest and sincere. Attempts to deceive clients are destined to fail. The best approach is to transparently showcase what your customers can genuinely expect from your product. Equally important is maintaining pure motives. This involves ensuring that the central aim of your efforts is to bring joy and excitement to your customers. Only when this goal is achieved you can authentically share stories. Never engage in actions solely for the purpose of creating stories, as this mindset can, sooner or later, destroy your business.

If hospitality industry continue to operate and co-exist within the community they base, and involve both industry and community for activities, you will be winners on Emotional Marketing, because it is real and not staged.

To effectively connect with your hospitality audience through emotional marketing, consider crafting compelling narratives that evoke positive emotions tied to memorable experiences. Utilize storytelling in your branding to create a sense of belonging and nostalgia, emphasizing the unique aspects of your hospitality offerings. Leverage visuals and language that resonate with the emotions associated with travel, relaxation, and enjoyment. Incorporate customer testimonials to add authenticity and build trust. Additionally, engage with your audience on social media platforms to foster a sense of community and encourage them to share their own emotional connections to your hospitality services.