How to use Pleasure Reward and Arousal for marketing an intangible product like service of hotels?

When marketing an intangible product like hotel services, it's important to understand that pleasure, reward, and arousal can still play a role in influencing customer behaviour and perceptions.

Here are some strategies to incorporate these elements into your marketing approach:

1.Emphasize Experiences:

Focus on promoting the experiences and emotions that guests can expect to enjoy during their stay. Highlight the luxurious amenities, breathtaking views, relaxing spa treatments, gourmet dining, or exciting activities that can evoke pleasure and reward.

2.Create Compelling Visuals:

Utilize high-quality visuals, such as professional photography or videos, to showcase the hotel's ambiance, design, and amenities. Visual appeal can evoke positive emotions and trigger desire, enhancing the anticipation of a pleasurable experience.

3.Personalize the Offer:

Tailor your marketing messages to individual preferences and desires. Highlight specific features or services that can arouse interest and excitement, such as personalized concierge services, exclusive packages, or unique experiences tailored to specific interests or occasions.

4. Use Testimonials and Reviews:

Positive testimonials and reviews from satisfied guests can create a sense of anticipation and reward. Incorporate these testimonials in your marketing materials, on your website, or through social media to build trust and credibility, generating a positive association with your hotel services.

5.Offer Incentives and Rewards:

Create loyalty programs or offer incentives that reward repeat customers or encourage referrals. This can help reinforce the pleasure and reward aspects associated with your hotel service. Examples may include complimentary upgrades, exclusive access to facilities, or discounts on future stays.

6. Leverage Influencer Marketing:

Collaborate with influencers or social media personalities who can authentically promote their positive experiences with your hotel service. Their endorsement can create an aspirational and arousing effect, driving interest and desire among their followers.

7.Craft Engaging Content:

Develop compelling content, such as blog posts, articles, or videos, that showcase the destination, local attractions, and unique experiences available near your hotel. By associating the destination with pleasure, reward, and excitement, you can indirectly enhance the perception of your hotel service.

8.Engage Emotionally:

Use storytelling techniques in your marketing campaigns to connect with potential guests emotionally. Narratives that evoke joy, relaxation, adventure, or romance can tap into the pleasure and reward aspects associated with a memorable hotel experience.

Remember, marketing intangible products like hotel services requires a focus on creating desire, anticipation, and positive emotional associations. By highlighting the pleasure, reward, and arousal aspects of your hotel experience, you can engage potential guests and increase their interest and desire to choose your hotel over others.

Here are a few prominent examples of companies in the hotel industry that effectively leverage pleasure, reward, and arousal in their marketing strategies:

1. The Ritz-Carlton: This luxury hotel chain focuses on providing exceptional experiences and personalized service to their guests. Their marketing campaigns emphasize the pleasure and reward of indulging in a world-class stay, highlighting features such as opulent accommodations, fine dining, spa treatments, and exclusive amenities.
2. Airbnb: While Airbnb is a platform for booking accommodations rather than a traditional hotel chain, they employ marketing strategies that tap into the pleasure and reward associated with unique and personalized travel experiences. Their campaigns often showcase stunning vacation rentals, adventurous getaways, and local immersion, arousing travellers' desire for authentic and memorable stays.
3. Marriott Bonvoy: Marriott Bonvoy is a loyalty program offered by Marriott International, one of the largest hotel chains globally. By emphasizing the rewards and benefits of their loyalty program, such as exclusive perks, room upgrades, and points redemption for free stays, they create a sense of pleasure and anticipation for guests who can enjoy a higher level of service and experiences.
4. W Hotels: W Hotels positions itself as a brand that offers a vibrant, energetic, and exhilarating experience for its guests. Their marketing campaigns focus on the nightlife, music, fashion, and entertainment aspects associated with their properties. By targeting a younger, trendier demographic, they aim to evoke a sense of arousal and excitement.
5. Four Seasons: Four Seasons is known for its exceptional luxury and attention to detail. Their marketing emphasizes personalized service, impeccable accommodations, and transformative experiences. By creating a perception of indulgence, exclusivity, and pampering, they tap into the pleasure and reward aspects of a high-end hotel stay.

These examples showcase how different hotel brands effectively use pleasure, reward, and arousal in their marketing to attract and engage customers, appealing to their desires for memorable experiences, luxury, and personalized service.