Did you know that your guests’ emotions have an impact on their experience? Discover storytelling, the 5Es, and the 5 stages of the guest journey to create an emotional connection with your guests.
How to Build a Connection with Your Guests?
Storytelling
Storytelling is a marketing method that creates connections with guests by telling stories. These narratives link us to people, flavors, ideas, places, products, and brands. This technique justifies guests’ choices and facilitates their decision-making, such as choosing an establishment for a special stay.
Addressing guests’ emotions directly allows you to touch their sensitivity. It is the best lever for getting them to choose you and want to live the experience at your hotel.
The Apple Example
Apple perfectly illustrates this approach. “Consumers don’t buy a computer, they buy a Mac.” Steve Jobs appeals to emotions by communicating that Mac owners think differently, are more creative, and excel. Apple creates a connection and makes people feel: “I am different,” “anything is possible,” “I am good at what I do.”
The Guest Experience Through Emotions
To focus on well-being and positive emotions, there are the 5Es:
- Engagement: Guests create an attachment to your establishment and take action (positive review, new booking, recommendation)
- Essence: You align with your guests’ values. Shared values create strong bonds
- Emotion: You create emotion in your guests. Memory retains what it is given. Positive emotions strengthen the bond and establish your establishment as a place of well-being
- Exchange: You foster sharing with your guests, strengthening the connection
- Experience: You offer a unique experience
By working on these 5 factors, you strengthen the bond with your guests. Personalization will make them feel unique, considered, and heard. They will be satisfied with their stay!
The 5 Stages of the Emotional and Experiential Journey
Think about the guest experience as a whole by considering the 5 stages:
- The meeting: You and the guest, the first visual contact
- The test: The guest tests your hotel, services, and offerings
- The love: The bond that forms between the guest and you
- The preference: What tips the balance for them to return
- The sharing: Sharing common values, experiences, and moments
If you create emotion at each of these stages, you enter the guest’s mind. A positive emotion creates a successful experience that will build loyalty with this guest.
