Neuromarketing: The Emotions of Travel and Hospitality Marketing
By Robert King General Manager, Travel & Hospitality, ClickSquared | September 04, 2011
More than almost any other industry, travel and hospitality has the ability to create memories and instill joy that can last a lifetime. Emotions are often charged during travel, with anticipation, excitement, and at times, anxiety and frustration. Just one experience can create a lifelong memory, with stories recounted again and again. Of course, the opposite can happen for the traveler who has a trip spoiled due to unforeseen circumstances or ineffectively managed problems.
And unlike most purchases, travel often involves an extended period between "purchase" and "consumption." For many leisure destinations, a booking window of 60-90 days or more is not unusual. This window is a challenge as the excitement surrounding the purchase comes under attack by daily realities, distractions, and the inevitable hassles of travel preparation. The stakes in this emotional tug-of-war can be quite high -- for many hospitality companies, cancellations represent a substantial loss.
The opportunity for Travel and Hospitality marketers is to understand and influence these emotions in a way that help maximize the guest experience – from planning and booking through departure. What kind of experience are they looking for? Why did they book and what are they hoping to get out of their time away? What will keep them excited and motivated? How can you help make their stay as memorable and fulfilling as possible? Tailoring customer communications based on these emotional insights can build stronger engagement, resulting in fewer shopping cart abandonments and cancellations, and greater guest satisfaction, repeat visits, and word-of-mouth advertising.
Marketing the Happy (Marketing luminaries call it "neuromarketing.")
According to Wikipedia, neuromarketing is:
… A new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli.
Simply put, there are numerous factors that determine why someone responds to certain marketing messages, makes a decision, and ultimately takes action. One factor that can't be overlooked is emotional resonance.