Thursday, September 21, 2017

Forget your hotel: it’s all about emotions

Charles Revson, the founder of Revlon Cosmetics, famously said: “In the factory, we make cosmetics. In the store, we sell hope.”

It’s all too easy to get caught up in selling rooms each night.  Most often, hotel marketers are buried under a barrage of daily marketing tasks that take up most of their time. It’s little wonder then that some hoteliers may start seeing their hotel as a commodity – as a physical product rather than a “creator of emotion”.

But, the most successful marketers know that what you sell is probably NOT what you should market. So, instead of focusing on your rooms, your restaurant, your spa or any of your travel awards, focus on the emotional benefit that a stay at your hotel can bring.

For example, Revlon sells makeup, but they market hope for women wanting to look their best. Disney sells tickets to an expansive theme park, but they market family togetherness and joy.

What feelings can come out of staying at your property? Is it precious time with friends and family? A peaceful place to remain productive and successful on the road? Is it a place to rekindle romance? Forget about your rational hotel features and emphasize how your guests will feel.

About Tambourine Blog

Tambourine Blog
Tambourine is a US-based marketing, booking and distribution service that helps hotel and travel marketers sort it all out. It delivers a 360º program that reduces stress and increases revenue.

Leave a Reply

Your email address will not be published. Required fields are marked *

Check Also

How hotel website design affects ADR

Smart hotel websites can stimulate higher perceived value and ADRs. Your hotel website is the …

Losing focus: six things hotel marketers should avoid

Hotel marketers face endless daily distractions. As a hotel marketer, it’s fairly easy to lose focus.

The ethical hotel room… a look at Fairtrade products

Hotels have to consider guests when it comes to hotel products, but how often do they consider those who produce, farm or manufacture the products in hotel kitchens, guest rooms and bathrooms?