Corinthia delivers an unexpected approach to the guest experience with neuro-scientist-in-residence
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Historically, choice has been the driving force behind hospitality. The foundational idea of the industry is to give each guest the ability to customize their own experience. Rather than approach hospitality with a one-size-fits-all approach, it’s more about empowering the guest to personalize.

 

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Corinthia delivers an unexpected approach to the guest experience with neuro-scientist-in-residence

Posted By Nick Vivion, HEDNA Brand Journalist, Friday, July 6, 2018

The HEDNA Member Spotlight series features the many interesting things and compelling developments with our members. Given our global scope, there's always something worth writing about! Want to be featured? Email us!


Going against the grain with targeted choices


Historically, choice has been the driving force behind hospitality. The foundational idea of the industry is to give each guest the ability to customize their own experience. Rather than approach hospitality with a one-size-fits-all approach, it’s more about empowering the guest to personalize.


This choice-led approach is not applied evenly across hospitality -- there has been, and always will be, brands that streamline choice to reduce costs. What’s new is that upscale brands, which traditionally have espoused the luxury of “anything you want,” are creating targeted package experiences that imbue science into the offering.


One of these efforts is at the Corinthia London, where Dr. Tara Swart was named neuroscientist-in-residence. Not only was the doctor tasked with threading science-based wellness throughout the hotel experience, she was also studying the impact of wellness on guests and staff via the Brain Power Study.


The initiative, which wrapped up earlier this year, was focused on brain wellness, developing skills for peak performance and competitiveness -- themes that certainly resonate with VIP guests. The hotel explained:


Highly valued and loyal guests of Corinthia will be rewarded with one-to-one taster sessions with Dr Tara Swart, to discuss how to achieve peak brain performance and gain a competitive edge through focusing on an integrated approach to the brain-body connection.”


It's not often that you hear about a hotel looking to really understand its customers. Beyond a customer survey, this was a concerted effort to not only enhance the hotel’s offering but also to provide a longer-term foundation for an improved hotel experience. After all, understanding your guests is essential to any hotel operation.


An integrated approach to the hotel experience


One of the most compelling parts about Corinthia’s initiative Is how the hotel integrated it across the property. This isn't just about a wellness study. It's also about infusing a more healthy lifestyle throughout different pieces of the hotels operations.


The spa has specific offerings targeted to neuro-wellness, while the restaurant includes menu items like the Brain Power Breakfast that incorporates the doctor’s recommendations. The wellness focus is emphasized at each step in the guest journey -- and creates organic opportunities for marketing on other channels outside the hotel property.



The hotel also hosted a series of talks led by Dr. Swart, which welcomed both guests and locals to learn about topics like neuro-plasticity.


This created an earned media opportunity, with media outlets like CNN covering the hotel’s initiative as part of a broader trend in hotels towards mental fitness. Without this initiative, the brand would not have participated in this organic conversation, or had the chance to engage with the local community around this topic.



Each of these touch points is an opportunity for the staff to talk about the neuroscientist in residence program. This then reinforces the healthy brand promise for Corinthia, while also potentially expanding sales related to the program. It creates a virtuous circle, building staff enthusiasm and fostering guest loyalty.


This appeal across guess types was intentional, says Matthew Dixon, the Commercial Director of Corinthia Hotels:


“We've 500 workers and 250,000 guests Walk across the threshold each year. We want to understand more about ourselves to help encourage the well-being of our guests, whether they're spending £6 on a cappuccino or £18,000 in one of our penthouses.”


It’s this careful blend of hotel marketing and operations that delivers dividends.


The modern hotel is not just about curating guest experiences on the room level. It's about figuring out how the in room guest experience can extend out through two different parts of the operation. Only then can the promise of a brand-defining hotel marketing initiative truly be realized.


The HEDNA Member Spotlight series features the many interesting things and compelling developments with our members. Given our global scope, there's always something worth writing about! Want to be featured? Email us!

 

Tags:  Corinthia  hotel  hotel marketing  member spotlight 

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