DESIGNING THE EXPERIENCE THROUGH NEUROMARKETING
In the hotel sector, everything revolves around the experience, and nowadays, more sophisticated marketing strategies such as neuromarketing are used to personalise that experience.
In 1950 two scientists at McGill University discovered that there is an area within our brain called the “pleasure zone or pleasure centre”. When we do something that gives us pleasure, this area of the brain is more active. Hotels are taking a special interest in studying how the brain works in order to better understand their consumers. Neuroscience, for example, has shown us that stimulating the senses is essential to captivate the customer. For example, young people are very stimulated by music, a very important aspect when we try to give this type of target experience.
Neuromarketing deals with the evaluation of consumers’ responses to sensory stimuli sent by the brand through marketing and communication actions using neuroscience techniques. The more we know about the consumer, the clearer it becomes that the experience is the most important thing. Therefore, we must design spaces that connect and seduce customers.
To create that experience as designers we use all those resources that enhance the senses. To create these multi-sensory spaces such as: music, aromas, light, colour, fabrics or signage.
Taking into account all the different neuromarketing strategies, interior design and architecture are a fundamental part of enhancing the customer experience. From In Out Studio, as experts in the sector, we tell you some of the strategies:
As we have mentioned, we can approach the client from several senses. This effect tries to unify at least 3 of the 5 senses so that the sensations we want to transmit are coherent with the identity of the hotel.
Personalisation through digitalisation
Install digital programmes where tourists can view interactive maps, buy products, check promotions and nearby shops. This is very useful as it helps the hotel to get to know its guests and make their experience there even more personalised and unique.
It is known that 80% of the decisions we make are made unconsciously. Thanks to this, hotels are starting to worry about having a characteristic and unique smell, creating a corporate musical thread, even personalising the restaurant’s gastronomic offer, etc.
Part of the guest experience follows the thread of a story. Thanks to neuromarketing, we know that when people are in an environment of pleasure and relaxation, they like to believe stories that will make them happy. The emotional association of rewarding experiences generates an immediate bond and happiness in customers. Design is a fundamental part of telling that story. The bond that is created with the customer results in possible recommendations and returns.
Neuromarketing and, above all, sensory marketing, has shown us the importance of having a good lighting strategy. In hotel spaces it is necessary to work with lighting to create different states or rhythms according to what the brand wants. In this way, we force the client to concentrate in some areas and disperse in others, thus designing different atmospheres and spaces.
Neuromarketing studies show how the perception of our senses influences customer decision-making. Lighting, organisation and decorative elements, colours, aromas and music are techniques that are widely used. They have an impact on our minds and condition us much more than we think. That is why sensory marketing and the high power it exerts on emotions is so important when it comes to creating experiences that inspire confidence and customer loyalty.
At In Out Studio, as experts in the sector, we believe that neuromarketing is one of the vital tools for positioning, elevating and customising an experience in the hotel sector. It is the customers who dictate the quality of a hotel. That’s why we need to get into the minds of guests and transmit through design the adventure of staying in a hotel.
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