The marketing of emotions: how hotels do not sell rooms but experiences

In a competitive hospitality market, emotional marketing is becoming a key factor in creating unique benefits and one of the most effective ways to increase customer loyalty. The study analyzes the application of emotional marketing in hotel services, its impact on brand perception. The authors argue that traditional marketing approaches are gradually giving way to new strategies focused on the emotional experiences of customers. A number of examples are described illustrating the successful application of emotional marketing in the Russian hotel sector, among which such well-known hotels stand out as: StandArt Hotel Moscow, Domina St. Petersburg Hotel, Rixos Krasnaya Polyana, Azimut Hotel Smolenskaya and Rodina Grand Hotel & SPA. The authors emphasize the importance of understanding the psychological characteristics of the target audience and adapting advertising campaigns to its preferences. Specific emotional mechanisms used in hotels are considered, such as aesthetic decoration of premises, personalized service, creating a favorable atmosphere and other measures aimed at increasing the emotional attachment of customers to the brand. The main objective of the study was to determine the role of emotional marketing in attracting and retaining customers. The analysis confirmed the effectiveness of emotional approaches in increasing guest loyalty and creating a positive image of the enterprise. Among the practical conclusions, the authors highlight the need to introduce innovative technologies and services aimed at improving the emotional perception of hotel accommodation. It is proposed to develop personalization of services, improve interaction with staff and improve the quality of service, taking into account the individual characteristics of each visitor. As a result, it is concluded that emotional marketing is an effective way to strengthen the competitive advantages of hotels and ensure a steady increase in their popularity among tourists and business travelers, that a positive emotional experience increases guest satisfaction, the likelihood of their return visit and brand commitment. Emotional marketing is seen as a strategic tool to differentiate and strengthen market positions.