What Do You Know About Neuro-Hospitality? - By Osvaldo Torres Cruz
In the present international economic scenario, the hotel market is one with the greatest growth rate, thus holding a leading position in terms of competitiveness due to the large amount of offers that potential clients can find in the social networks.
There is no hotel chain that is not focused on the comments made by their clients in the social networks. It has been proven that more than 80% of the travelers use the opinions of others as a reference, and that more than 50% of them only book in hotels that have positive opinions posted. This ratifies that the generation of comments is one of the greatest challenges to any hotel business at present. Nevertheless, have you ever wondered what lies behind the comment of a client?
It expresses a thought, a resulting emotion and a behavior motivated by their emotional response. If the thoughts, emotions and behaviors are the result of the work of the most important organ of every human being, the brain, then it is of the utmost importance to know and apply the outcomes of neurosciences to the study of the brain and mind during the last few decades.
Neuro-hospitality breaks with some traditional concepts and paradigms of the hotel industry by introducing a new concept of guest, who is then conceived as a system constituted by a minor unit: body-brain/mind and a major unit: the context, where the surrounding exterior world comes to live. The mind of the client is where the hotel product and its related services are assigned different values and meanings. Therefore, it is essential to know how the brain of our clients works, and the best way to do so is through another human brain using the neuro-connections that can be established.
The neuro-connection of hotel worker-guest enables answering a series of key questions based on the Why? and What for? in relation to the guest´s behavior before, during and after their stay in the hotel. The answers will bring us closer to decipher the real state of our guests upon arrival and the ideal state they want to achieve and, consequently, to walk them through all this process, making them feel acknowledged, valued and important.
On the other hand, neuro-hospitality defines the hotel worker as a powerhouse of sensory stimuli during their interaction with the clients; stimuli that will determine two basic behaviors toward the service provided: acceptance or rejection depending on the resulting neuro-fusions in their primitive brain.
It is worth noting that the brain construction of the hotel product and its related services in our clients is conditioned by many factors such as age, culture, profession and most of all gender, because neurosciences have proved that ¨his¨ and ¨her¨ brain are different. Knowledge of these factors becomes a key tool for the hotel worker to set up service strategies accordingly, so that each and every guest can perceive the same hotel product and its related services as different and custom-made.
We cannot disregard the fact that an excluding condition for neuro-hospitality to become a fertile ground is that the hoteliers must absolutely accept to use a varied number of neuro-tools to get to know his/her clients in a different way. However, we must also consider the design of service neuro-protocols that will enable the hoteliers use his/her ¨know how to be¨ and ¨how to do¨ in order to endow the services provided with a resulting hedonic valence in terms of pleasure maker, activator of the reward centers of the brain and reinforcer of addiction behavior to them.
Without any doubt, the keystone in neuro-hospitality is the hoteliers, who has all the necessary internal resources to establish a connection with the mind of the client, and to generate bonds that will enable him/her to know, understand, win and keep the client, all which will enable the hotels to reach the goal first and position itself and keep on the market.
Osvaldo Torres Cruz
Experiential and Neuro Hospitality Consultancy
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