On a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers. Sometimes we all need this reminder, right? That the people who are coming to your experience are human beings in need of an emotional pick-me-up? Sometimes that looks like a reconnection to themselves, other times a reconnection to others.

“Shaping a customer experience by being precise about the emotional connections you’re trying to build and investing in the touch points that drive these connections is an powerful way to increase customer value, and maximize the return on investment decisions and minimize the risk. Emotionally connected customers not only generate greater value, but in every interaction become more and more convinced that ‘this company gets me’.” – Harvard Business Review

Emotionally connected customers visit you more often, exhibit less price sensitivity, pay more attention to your communications, follow your advice, and recommend you more. They are literally your dream customers.

So how are you building those emotional connections? HBR considers customers to be emotionally connected with a brand when “it aligns with their motivations and helps them fulfill deep, often unconscious, desires.”

And that is exactly what this interactive workbook is designed to walk you through. A crash course on emotional intelligence in hospitality & travel, this will help you and your team deepen your awareness and begin integrating more emotion into your guest journey. 

Emotions are the backbone to every experience. And yet, there is very little training done in the hospitality & travel industry regarding this. Many professionals are oblivious to the range of emotions people experience and what people are going through in their life that is driving them to travel.

In this interactive workbook I cover how emotions drive behavior and what triggers desirable & undesirable emotions. Then we dive deep into over 40 different emotional ‘modes’ your guests have the potential of experiencing! From there, we work through an emotional intelligence experience evaluation to help you understand what sort of feelings your experience is stirring up and how to be more intentional with this.

Prepare yourself to look at emotions in a new light – this is not your typical EQ course. 

👉🏼 Important: If you are a member of the Spark 5-Star Success Pathway, you already have access to this material! Spark is the all-inclusive portal for all things storytelling & guest experience.