{"id":7809,"date":"2022-09-25T09:38:54","date_gmt":"2022-09-25T07:38:54","guid":{"rendered":"https:\/\/better-hotel.com\/?p=7809"},"modified":"2022-09-27T10:08:24","modified_gmt":"2022-09-27T08:08:24","slug":"neuromarketing-v-hotelnictvi","status":"publish","type":"post","link":"https:\/\/better-hotel.com\/en\/blog\/neuromarketing-v-hotelnictvi\/","title":{"rendered":"NEUROMARKETING V HOTELNICTV\u00cd"},"content":{"rendered":"
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P\u0159\u00edb\u011bhy vytv\u00e1\u0159ej\u00ed atmosf\u00e9ru d\u016fv\u011bry a dok\u00e1\u017eou l\u00e9pe vysv\u011btlit my\u0161lenku.
<\/span>Proto i jeden z\u00a0m\u00e9 strany hned na \u00favod:<\/span><\/p>

P\u0159\u00edjemn\u00fd podzimn\u00ed v\u00edkend str\u00e1ven\u00fd v Karlov\u00fdch Varech. Vybrali jsme si p\u0159ekr\u00e1sn\u00fd penzion, od vybaven\u00ed a\u017e po srde\u010dnost pana majitele se jevilo v\u0161e t\u00e9m\u011b\u0159 dokonale. Od t\u00e9 doby uteklo n\u011bkolik let, j\u00e1 si ov\u0161em doposud vzpom\u00edn\u00e1m na pocitov\u011b velmi \u201est\u00edsn\u011bnou\u201c a nekomfortn\u00ed atmosf\u00e9ru b\u011bhem ka\u017edodenn\u00edch sn\u00eddan\u00ed, kv\u016fli kter\u00e9 jsem se tam ji\u017e necht\u011bla vr\u00e1tit.<\/i><\/p>

A v \u010dem \u017ee byl probl\u00e9m? Ohlu\u0161uj\u00edc\u00ed ticho v mal\u00e9 m\u00edstnosti, kde se na sn\u00eddani potkalo v\u00edce host\u016f, v\u0161e pokazilo. A p\u0159itom bylo \u0159e\u0161en\u00ed tak jednoduch\u00e9. Kdyby pan majitel naladil p\u0159\u00edjemnou hudbu a nerozsv\u00edtil na n\u00e1s hned po r\u00e1nu v\u0161echna siln\u00e1 sv\u011btla
v m\u00edstnosti, na\u0161e pocity by byly rozhodn\u011b p\u0159\u00edjemn\u011bj\u0161\u00ed a uvoln\u011bn\u011bj\u0161\u00ed. \u0160koda, sn\u00eddan\u011b byly vynikaj\u00edc\u00ed, ale ten pocit\u2026<\/i>\u201c<\/span><\/p>

Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee host\u00e9 cestuj\u00ed i se sv\u00fdmi p\u011bti smysly, kter\u00e9 ve skute\u010dnosti ovliv\u0148uj\u00ed to, co si mysl\u00edme na mnohem hlub\u0161\u00ed \u00farovni, ne\u017e se m\u016f\u017ee na prvn\u00ed pohled zd\u00e1t.<\/p>

Z\u00edskat rezervace a naplnit hotel je jedna v\u011bc. Zajistit si skute\u010dn\u011b dlouhodob\u00fd \u00fasp\u011bch a tvo\u0159it komunitu pravideln\u011b se vracej\u00edc\u00edch host\u016f, kte\u0159\u00ed se u v\u00e1s c\u00edt\u00ed p\u0159\u00edjemn\u011b a jako bonus jsou va\u0161\u00ed chod\u00edc\u00ed reklamou, v\u0161ak vy\u017eaduje srde\u010dnou p\u00e9\u010di, d\u016fraz na detail
a n\u011bjak\u00e9 ty \u010d\u00e1ry m\u00e1ry z neuromarketingu. Abyste se mohli zam\u011b\u0159it i na takov\u00e9hle „mali\u010dkosti“ pot\u0159ebujete na to m\u00edt \u010das.
A pr\u00e1v\u011b toto je filozofi\u00ed Better Hotelu. N\u00e1\u0161 syst\u00e9m je geni\u00e1ln\u011b jednoduch\u00fd a jeho c\u00edlem je poskytnout v\u00e1m \u010das na va\u0161e hosty a „detaily“ spojen\u00e9 se z\u00e1\u017eitkem
z ubytov\u00e1n\u00ed.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Podle \u010deho se spot\u0159ebitel\u00e9 ve skute\u010dnosti rozhoduj\u00ed?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Na tuto ot\u00e1zku se sna\u017e\u00ed odpov\u011bd\u011bt pr\u00e1v\u011b neurov\u011bda, kter\u00e1 studuje funkce mozku p\u0159i rozhodovac\u00edm procesu spot\u0159ebitele. Snad nejpou\u017e\u00edvan\u011bj\u0161\u00ed technikou jsou slevy
a r\u016fzn\u00e9 zv\u00fdhodn\u011bn\u00e9 nab\u00eddku typu 2+1 noc zdarma apod.<\/p>

V\u0161ichni se asi shodneme, \u017ee v\u00a0dne\u0161n\u00ed dob\u011b n\u00e1s v\u0161udyp\u0159\u00edtomn\u00e1 reklama do jist\u00e9 m\u00edry otupila. Za\u010d\u00edn\u00e1me trp\u011bt tzv. reklamn\u00ed apati\u00ed. V\u0161udyp\u0159\u00edtomn\u00fdm sd\u011blen\u00edm
a nejv\u00fdhodn\u011bj\u0161\u00edm nab\u00eddk\u00e1m p\u0159est\u00e1v\u00e1me v\u011bnovat pozornost. Na \u0159adu p\u0159ich\u00e1z\u00ed neuromarketing. Pokud dok\u00e1\u017eete zprost\u0159edkovat my\u0161lenky \u010di pocity, kter\u00e9 chcete nab\u00edzenou slu\u017ebou vyj\u00e1d\u0159it, m\u016f\u017eete se dostat do mysli hosta mnohem jemn\u011bj\u0161\u00edm zp\u016fsobem. V\u011b\u0159te mi, \u017ee tvo\u0159it autentick\u00e9 a emocion\u00e1ln\u00ed spojen\u00ed s\u00a0hosty se d\u00e1 mnohem origin\u00e1ln\u011bj\u0161\u00ed a mnohdy z\u00e1bavn\u011bj\u0161\u00ed cestou, ne\u017e je pouh\u00e9 vym\u00fd\u0161len\u00ed slevov\u00fdch a speci\u00e1ln\u00edch nab\u00eddek.<\/p>

Nev\u00fdhodou slev je, \u017ee p\u0159edstavuj\u00ed kr\u00e1tkodob\u00e1 \u0159e\u0161en\u00ed a podkop\u00e1vaj\u00ed hodnotu ka\u017ed\u00e9ho podniku. Naopak neuromarketing se v podstat\u011b na prosazov\u00e1n\u00ed hodnoty zam\u011b\u0159uje.\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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P\u0159in\u00e1\u0161\u00edme 5 tip\u016f, jak se nen\u00e1siln\u011b za\u010d\u00edt host\u016fm dost\u00e1vat \u2013 obrazn\u011b \u0159e\u010deno \u2013 pod k\u016f\u017ei prost\u0159ednictv\u00edm smysl\u016f:<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  1. V\u016fn\u011b dok\u00e1\u017ee nal\u00e1kat, ale i odradit<\/strong>.
    Mezi nej\u010dast\u011bj\u0161\u00ed chyby v\u00a0ubytovac\u00edch za\u0159\u00edzen\u00edch pat\u0159\u00ed nev\u00e1bn\u00e1 v\u016fn\u011b \u010dist\u00edc\u00edch prost\u0159edk\u016f. Zkuste pro jednou nekontrolovat \u00faklid pokoje, ale zam\u011b\u0159te se na v\u016fni pr\u00e1v\u011b uklizen\u00e9 m\u00edstnosti. Mo\u017en\u00e1 budete p\u0159ekvapeni a do budoucna to dolad\u00edte k\u00a0vlastn\u00ed \u201esignature\u201c v\u016fni.<\/li>
  2. A jak chutn\u00e1 va\u0161e ubytovac\u00ed za\u0159\u00edzen\u00ed?<\/strong>
    Rozmazlovat sv\u00e9 hosty typick\u00fdm pokrmem, o kter\u00e9m se budou ve spojitosti s v\u00e1mi zmi\u0148ovat, nen\u00ed zas tak t\u011b\u017ek\u00e9. Lahodn\u00e1 b\u00e1bovka k sn\u00eddani podle tajn\u00e9 krajov\u00e9 receptury nenech\u00e1 \u017e\u00e1dn\u00e9ho hosta lhostejn\u00fdm. D\u016fle\u017eit\u00e9 je ale v\u0161e n\u00e1le\u017eit\u011b komunikovat po\u010d\u00ednaje webem a\u017e po soci\u00e1ln\u00ed s\u00edt\u011b.<\/li>
  3. Prvn\u00ed dojem z recepce.
    <\/strong>M\u016f\u017ee ho pokazit bohu\u017eel tak \u010dast\u00fd jev na hotelov\u00e9 sc\u00e9n\u011b \u2013 pohled na nepo\u0159\u00e1dek v podob\u011b rozh\u00e1zen\u00fdch pap\u00edr\u016f, absence p\u0159\u00edjemn\u00fdch prvk\u016f (kv\u011btiny, sv\u00ed\u010dky, urovnan\u00e9 prospekty) a nadm\u00edra um\u011bl\u00e9ho osv\u011btlen\u00ed. Uka\u017ete sv\u00fdm host\u016fm, \u017ee si na po\u0159\u00e1dek a harmonii nehrajete, ale \u017ee je \u017eijete v ka\u017ed\u00e9m prostoru za\u0159\u00edzen\u00ed.<\/li>
  4. I hmat hraje svou roli<\/strong>.
    Nej\u010dast\u011bji se host\u016fm do rukou dostanou va\u0161e propaga\u010dn\u00ed materi\u00e1ly a nab\u00eddky slu\u017eeb v\u010detn\u011b menu. Vhodn\u011b zvolen\u00fd pap\u00edr by m\u011bl podtrhnout filozofii va\u0161eho ubytovac\u00edho za\u0159\u00edzen\u00ed a hodnoty, kter\u00e9 zast\u00e1v\u00e1te. Prohla\u0161ovat o sob\u011b respekt k\u00a0p\u0159\u00edrod\u011b a m\u00edt ve\u0161ker\u00e9 podklady natisknut\u00e9 na vysoce leskl\u00e9m pap\u00ed\u0159e, nato\u017e v\u00a0plastov\u00e9 f\u00f3lii, podkop\u00e1v\u00e1 va\u0161e eco-friendly snahy.<\/li>
  5. Skrze sluch je n\u00e1\u0161 mozek ovliv\u0148ov\u00e1n v\u00edce, ne\u017e si mysl\u00edme<\/strong>.
    Nen\u00ed \u017e\u00e1dn\u00fdm tajemstv\u00edm, \u017ee pokud pot\u0159ebujete v restauraci doprodat italsk\u00e1 v\u00edna, podv\u011bdom\u011b sv\u00e9 hosty navedete italskou hudbou v pozad\u00ed. Podtrhnout klidnou atmosf\u00e9ru na recepci i ve wellness naopak m\u016f\u017eete tzv. lounge hudebn\u00edmi sekvencemi, ke kter\u00fdm se dostanete nejjednodu\u0161eji na Spotify.<\/li><\/ol><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    P.S. A\u017e p\u0159\u00ed\u0161t\u011b p\u016fjdete kolem n\u011bkter\u00e9 z kav\u00e1ren Starbucks, tak zkuste pop\u0159em\u00fd\u0161let
    o tom, pro\u010d v\u00a0jejich sn\u00edda\u0148ov\u00e9 nab\u00eddce nenajdete vaj\u00ed\u010dka. Nen\u00ed to n\u00e1hoda, je to \u201epouze\u201c jejich glob\u00e1ln\u00ed neuro-strategie.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Jaroslava Ju\u0159\u00ed\u010dkov\u00e1 & Better Hotel<\/p>

    www.spokojenypodnik.cz<\/a><\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    \n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\tVyzkou\u0161et demo zdarma<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    M\u00e1te jasno v tom, jak by m\u011bly b\u00fdt va\u0161e slu\u017eby vn\u00edm\u00e1ny hostem? A v\u00edte, \u017ee existuje skute\u010dn\u011b mnoho zp\u016fsob\u016f, jak v mysli hosta vytvo\u0159it odpov\u00eddaj\u00edc\u00ed o\u010dek\u00e1v\u00e1n\u00ed?<\/p>","protected":false},"author":1,"featured_media":7811,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/posts\/7809"}],"collection":[{"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/comments?post=7809"}],"version-history":[{"count":65,"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/posts\/7809\/revisions"}],"predecessor-version":[{"id":8030,"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/posts\/7809\/revisions\/8030"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/media\/7811"}],"wp:attachment":[{"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/media?parent=7809"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/categories?post=7809"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/better-hotel.com\/en\/wp-json\/wp\/v2\/tags?post=7809"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}