HOW Festival – Hotel Operations Weekend, the only festival dedicated to hotel operations in Europe, this year took place October 3th – 5th in Valamar Collection Isabella Island Resort in Poreč, Croatia. As a panelist with the highest ratings on last year’s festival, Dalibor Šumiga from Promosapiens had a presentation again this year, followed by a Q&A session.
Last year presentation, “How to apply consumer psychology and behavioral patterns to travel industry?” caused many positive reactions, hence this year Dalibor decided to deepen the subject with a presentation “How to know what your guests really think about you?”.
The main focus of this presentation was the question of customer reviews and how reliable they actually are. Using the examples of different research, Dalibor showed us which behavioral patterns are present while customers are reviewing accommodation and service, i.e. what is influencing them (other people’s opinions and ratings, brand reputation, impulsive reactions etc.), therefore making them less reliable – even when people have the best intention to give their honest opinion. He also explained a case showing how even analytics can give wrong impressions because they lack insights into a complete customer experience. I.e. into subconscious and irrational behavioral patterns and reactions. On the other hand, these insights can be reached using neuromarketing.
He demonstrated this case with an illustrative example of a small neuromarketing research conducted just before the Festival, showing how details can cause certain associations (professionality, kindness etc.) to users. They tend to significantly influence the overall perception of the brand, service, staff or marketing material – which is why it’s always advisable to test the subconscious reactions of the customers to the material before its promotion.
Audience reactions to the presentation were more than positive, and their interest was confirmed by large attendance of Q&A session which followed the next day, despite the great party taking place the night before. Visitors had a chance to talk directly to 4 keynote speakers and ask them everything they wanted, and most of the them showed interest for Dalibor’s topic, joining him in a lively and interesting discussion.