A Warm Welcome to DoubleTree
Upon entering DoubleTree by Hilton Hotels, guests are immediately enveloped by the comforting aroma of chocolate chip cookies fresh from the oven. This isn’t just a nice greeting, it’s an introduction to a strategic sensory journey that begins at check-in. Every day, a staggering 75,000 cookies are served to DoubleTree guests, a tradition that’s been in place since 1986. This amounts to over half a billion cookies to date!
In a strategic move in 1995, DoubleTree enhanced its cookie experience by relocating cookie baking stations to the front desk area, amplifying the olfactory welcome and creating a lasting impression from their guests’ first moment of arrival.
The Viral Aroma of Word-of-Mouth Marketing
The allure of DoubleTree’s cookies isn’t just limited to the sense of smell; it extends to the power of conversation. A revealing survey noted in “Talk Triggers” by Baer and Lemin (2018) highlighted that more than one-third of DoubleTree guests had spoken about their cookie experience with someone else within two months.
This seemingly simple welcome gesture evolved into a potent organic marketing message, broadcast over 25,000 times a day by guests themselves. And unlike paid advertising, which pales in comparison, word-of-mouth recommendations have been shown to lead to 5x more sales, underscoring the hyper-effectiveness of DoubleTree’s sensory marketing strategy.
The Science Behind the Scent
The science of scent plays a pivotal role in this marketing phenomenon. When the odor molecules from DoubleTree’s cookies bind to olfactory receptors in our nasal cavities, they trigger signals that are sent directly to the limbic system of our brain. This area, which includes the hippocampus and amygdala, is the epicenter for emotion, behavior, and long-term memory, and is uniquely influenced by our sense of smell.
Unlike other sensory inputs, which are processed through the thalamus, smell takes a direct route, bypassing the brain’s sensory gatekeeper. This results in an immediate emotional response and the creation of stronger, more vivid memory links with the experience.
The Sweet Smell of Neuromarketing
Enter neuromarketing, the application of neuroscience techniques to understand and influence consumer behavior and decision-making in marketing. Neuromarketing provides insights into the unconscious preferences and drivers of consumer behavior that traditional marketing methods might overlook.
By understanding neural responses to products and advertisements, companies can create more effective marketing strategies that resonate with consumers. Furthermore, insights from neuromarketing can even inform product features, design, and innovation – aligning more effectively with the psychological and emotional needs of customers.
TL;DR
- DoubleTree by Hilton delights guests with a fresh cookie at check-in, creating a memorable olfactory experience.
- Over a third of guests talk about their cookie, turning this gesture into a powerful, organic marketing tool.
- The scent of cookies directly activates the brain’s emotional and memory centers, bypassing the typical sensory filtering.
- By tapping into deep-seated consumer responses, DoubleTree leverages neuromarketing to enhance guest experiences and brand loyalty.
Citations
- Baer, J., & Lemin, D. (2018). Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth. Portfolio/Penguin. DoubleTree by Hilton. (2021).
- Cookie Fact Sheet. Retrieved from https://stories-editor.hilton.com/wp-content/uploads/2021/12/DoubleTree-by-Hilton-Cookie-Fact-Sheet.pdf
- Hyder, S. (n.d.). What You Can Learn From DoubleTree’s Famous Chocolate Chip Cookies. Inc.com. Retrieved February 23, 2024, from https://www.inc.com/shama-hyder/what-you-can-learn-from-doubletrees-famous-chocolate-chip-cookies.html
- Neuromarketing: What You Need to Know. (2019, January). Harvard Business Review. Retrieved February 23, 2024, from https://hbr.org/2019/01/neuromarketing-what-you-need-to-know
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