Emotions rule. We all know it's true, even if our brains try to occasionally convince us they really are in charge. It's our emotions that are the strongest predictor of whether or not we are loyal to a brand. Research we conducted several years ago demonstrated this is the case with hotel brands. And emerging data from the Market Metrix Hospitality Index shows the same thing holds up with gaming and casino brands as well.
Our research found that emotionally connected guests are more likely to return to a hotel, and they are less likely to resist room-rate increases than are guests who do not feel those key emotions. This study demonstrated that emotions influence customer loyalty toward hotels and that certain emotions play a strong role in the decision-making process regarding willingness to pay a given rate and willingness to return to a property.
The same applies to the gaming experience and casinos. We've discovered eight key loyalty emotions for gaming. A casino's ability to connect with guests on these emotions is a very strong predictor of player satisfaction, loyalty and referrals. These loyalty emotions include:
The Market Metrix Hospitality Index tracks gaming loyalty emotions for more than 80 casino brands around the world. It's interesting to see how the top brands around the world compare.
*Across the regions of the world, brands with higher Gaming Emotion scores tend to enjoy higher customer satisfaction.
**Click to enlarge.
Gaming satisfaction is critical to all casinos. But, tracking gaming emotions is just as critical for understanding how to make a connection with gamblers who will return to the brand. The brands who deliver the right balance of products, services, AND emotional responses will capture market share in the increasingly dynamic and competitive global marketplace.
Source: MarketMetrix
