Unlocking Guest Loyalty with Neuroscience: Sensory Design Secrets with Dawn Asher

In this mind-opening episode, I sit down with Dawn Asher, the creative force behind The Olive Jar, to explore the powerful intersection of neuroscience and hospitality marketing. Dawn isn't your typical branding expert—she’s a master of emotional design, turning short-term rentals into sensory-rich experiences that guests rave about (and return to).

We dive into the science of human behavior, breaking down how neurochemicals like dopamine and oxytocin shape memory, emotion, and connection. Dawn reveals how to harness these neurological triggers through intentional design choices, subtle surprises, and personalized moments that leave a lasting impact.

This episode is packed with practical strategies that go far beyond throw pillows and curated art. We’ll challenge the traditional idea of luxury and explore why true hospitality is about making guests feel understood, valued, and emotionally engaged. You’ll walk away with fresh inspiration—and a toolkit rooted in science—to turn your property into a story your guests won’t stop talking about.

Tune in now and discover the neuroscience behind next-level guest experiences!

HIGHLIGHTS AND KEY POINTS:

[01:14] A short introduction about our guest Dawn Asher and introduces her creative studio that enhances the guest experience through immersive marketing and storytelling [03:33] Dawn explains the science behind memorable guest experiences and how hosts can use neurological triggers to build trust and emotional connection [09:32] Dawn and I discuss the myth that five-star reviews stem solely from luxury items and consider where emphasis should be placed to ensure guest satisfaction [13:10] Dawn’s advice to decoding guest identity to create deeper brand resonance [17:10] How hosts can uncover what their ideal guests want and use it to create emotionally resonant experiences [22:30] Why emotional intelligence is the real driver of STR success [29:25] How thoughtful post-checkout nurturing helps to shift from transactional stays to lifelong touchpoints [33:34] Dawn dives into the often-overlooked treasure trove of travel content and inspiration that exists online [36:11] Dawn talks about how to use AI as a brand amplifier [37:47] Dawn reveals how hidden design details spark memorable dopamine hits [42:25] Dawn shares the importance of listening to your turnover team as a key source of insight into what guests actually use and what might just be taking up space [45:53] The lightning round Golden Nuggets:

• “The more that you do to build that trust with your traveler, when those bumps come, there is going to be less friction.” • “If you've been nurturing that relationship long before they arrive, you're activating that hippocampus to tell them you're safe. I've got you. I'm gonna get this taken care of.” • “The best way to get five star reviews, we have to actually provide five star service, and the rest will follow.” • “If you're in this business, you have to invest in yourself personally. You have to care about that traveler that you're serving. And if you don't, you will keep hitting this wall.” • “It's about creating an experience for a guest that they're going to remember and come back to us. And we don't do that through the bottom line of a P& L.”

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