It has been established that beliefs and emotional dispositions influence our situational responses and behavior. We as human beings do not make purely objective and rational decisions, it always resonates with another level.
In turn, emotionally created memories are powerful determinants of guests’ future behavior, especially in the pre- and post-stay phases. This requires emotional skills, but if they are in place, this leads to customer loyalty.
Affective science addresses these unconscious decisions
If affective conditioning of customers can be such a determinant factor for guest choices, affective science is the logic approach to provide the hotel market with important information for future development.
Affective means relating to, arising from, or influencing feelings or emotions. The philosophy of “Affective Science” emphasizes basic research on emotion, culture, and psychopathology. This scientific approach is based on experimental, psychophysiological, neural, and genetic methods to test theory about psychological mechanisms underlying human behavior.
Hospitality industry has to change towards emotions
Recent changes in social values and lifestyles have turned emotions into the core drivers of individual well-being. Over the last two decades, emotions research has been included in many scientific disciplines but hospitality has not yet embraced this affective revolution yet.
In an increasingly digital pre-stay and post-stay environment, guests want to be appreciated holistically with their emotions, moods, and desires during their stay. They would like to be emotionally stimulated throughout their travel journey. They expect a new quality of emotional triggers that consciously appeal to them on a meta-level and allow them to identify on a positive affective level with a brand.
In that sense, the new emotion economy in hospitality shifts the USP focus from the general physical and psychological well-being of guests (food, safety, entertainment) to individualized emotional well-being.