Canarian Hospitality is a hotel management company born in the Canary Islands, specializing in the vacation segment. With a strong focus on innovation, sustainability, transformation, and differentiation, the company manages and develops brands such as MYND Hotels and Sholeo Lodges, while also partnering with international franchises like Radisson Blu. Their challenge was to strengthen their digital presence, optimize the user journey on their corporate website, and ensure that their online communication reflected their strategic pillars and value proposition.
Methodology
Neuromarketing
- Eye Tracking: Applied to the corporate website to identify which sections captured the most attention. This revealed that users focused strongly on brand narratives and visual elements showcasing lifestyle and sustainability.
- Emotional Analysis: Evaluated unconscious reactions to content related to innovation and ecological responsibility. Findings showed that users connected emotionally with messages about well-being, sustainability, and authentic experiences.
- Key Insights: Emotional resonance was strongest when highlighting the human and ecological pillars of the company’s value proposition.
User Experience (UX)
- Navigation Mapping: Clicks and scroll behavior were tracked to understand how users explored the site. The analysis showed that visitors were most engaged with brand-specific pages (MYND, Sholeo) and roadmap milestones.
- Friction Points: Some users experienced difficulty locating practical information such as contact details or franchise opportunities.
- Structural Optimization: Recommendations included clearer calls-to-action for investors and partners, streamlined access to brand portfolios, and improved visibility of sustainability initiatives.
Digital Marketing
- Web Traffic Analysis: Sources of traffic were reviewed, identifying strong engagement from professional networks (LinkedIn) and organic search.
- SEO and Content: Adjustments were suggested to emphasize keywords related to hotel management, sustainability, and vacation experiences.
- Campaigns: A/B testing of digital ads highlighted that content emphasizing “good people doing great things” and sustainability achieved higher engagement and ROI.
Results
- Improved Brand Engagement: Optimized visuals and narratives increased attention to strategic pillars and brand identity.
- Enhanced Navigation: Structural changes reduced bounce rates and improved access to key information for both guests and partners.
- Higher Conversion Potential: Clearer calls-to-action and emotionally resonant content strengthened lead generation for partnerships and bookings.
- Authentic Positioning: Users perceived Canarian Hospitality as innovative, sustainable, and people-focused, reinforcing its differentiation in the hospitality sector.
The Canarian Hospitality case demonstrates that combining neuromarketing and UX analysis provides actionable insights to align digital presence with corporate strategy. By optimizing navigation, enhancing emotional connection, and refining content, EMOTUR Lab helped the company strengthen its brand positioning and improve its digital performance.
This project confirms that the science of emotions and user experience is essential for hospitality companies seeking to transform digital interactions into meaningful relationships and measurable business outcomes.