Experiential Marketing

Jason Ng, marketing communications specialist at MK Electric, explains why pairing light and style to achieve personality in design has increased in importance, and what this means for hotel architects and interior designers.

(Retrieved from: http://www.hospitality-interiors.net/trends/articles/2014/01/36870675-mk-electric-achieving-personality-design)

Experiential marketing is defined as the view of the “consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences” (Schmitt, 1999).

Nowadays, hotel industry tend to be more fashionable and more stylish which reflects the culture and style of the hotel’s location through showcasing local artwork. These kind of design can effectively influence the experience of the hotel guest and can be beneficial to the brand development. According to Ng (2014), comparing to the similar non-branded developments, branded development have attracted a premium of 31% in the finance. He also mentioned that the new luxury design of the hotel can effectively create special feelings, experiences and memories for customers. Therefore, highlighting those special designs in the hotel which can sense the local cultural smell through the experience of the hotel.

                                                                        (Google.uk, 2016)

Experiential marketing includes three main simultaneous developments in the business environment. The followings are the omnipresence of Information Technology, the Supremacy of the Brand and the Ubiquity of Communications and Entertainment (Schmitt, 1999). Through the advancement in information technology, it can create some innovative design in the hotel to cater different customer’s preferences. Moreover, as the technology is steadily developing over the world. Social media became the main factors that has a huge impact on the customer behaviour and customer experiences of the hospitality industry. It provides a platform for customers to share their experiences and give some feedback to the business in any time. Therefore, customers can share their experiences through the social media, such as Facebook and Instagram which can effectively help people to get the awareness of the hotel. Furthermore, brand is the other important terms in the experiential marketing. Brand can represent the consumers’ perceptions and feeling about a product and its performance. It can also directly influence the impression of business. In order to increase to brand awareness, some hotels will try to promote their brand through the social media which can attract more customers to understand their brand.

References

Ng, J. (2014). MK Electric: Achieving personality in design. Retrieved from http://www.hospitality-interiors.net/trends/articles/2014/01/36870675-mk-electric-achieving-personality-design.

Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1), 53-67. doi:10.1362/026725799784870496