MYND Hotels is a hospitality brand under Canarian Hospitality, focused on the vacation segment and characterized by its commitment to sustainability, innovation, and closeness to the guest. The challenge was to strengthen its digital strategy, optimize the user experience on its corporate website, and evaluate the emotional connection generated by its messages and images among potential guests.
Objectives
Analyze user perception of MYND Hotels’ website and digital communication.
Measure the effectiveness of digital content and campaigns in terms of engagement and conversion.
Identify friction points in navigation and propose UX improvements.
Evaluate, through neuromarketing techniques, the emotional response of users to brand messages, images, and strategic values (sustainability, well-being, authenticity).
Methodology
The study was designed and executed at EMOTUR Lab, combining three approaches:
Neuromarketing
Eye Tracking: Applied in both digital and physical formats to analyze which visual elements captured the most attention.
Emotional Analysis: Measured unconscious reactions to images and key messages, especially those linked to sustainability and lifestyle.
Implicit Association Test (IAT): Evaluated automatic associations between strategic concepts (innovation, sustainability, well-being) and the images used on the website.
User Experience (UX)
Navigation Mapping: Clicks, scrolls, and exploration patterns on the website were analyzed.
Friction Points: Difficulties were detected in locating practical information such as reservations, services, and contact details.
Structural Optimization: Recommendations included improvements in visual hierarchy, calls-to-action, and content accessibility.
Digital Marketing
Web Traffic Analysis: Entry sources, user behavior, and key metrics (time on page, bounce rate, conversions) were evaluated.
SEO and Content: Texts and structure were adjusted to align with potential customer searches.
Digital Campaigns: A/B testing was conducted on ads and social content, revealing that messages focused on sustainability and authentic experiences achieved higher engagement and ROI.
Results
Higher Visual Engagement: Images conveying well-being and sustainability captured more attention and fixations.
Improved Navigation: Content reorganization reduced bounce rates and facilitated access to reservations.
Increase in Conversions: Optimized digital campaigns generated stronger commercial performance.
Emotional Connection: Users associated the brand with values of authenticity, innovation, and sustainability, reinforcing its value proposition.
Conclusions
The MYND Hotels case demonstrates that integrating digital marketing, UX, and neuromarketing provides a comprehensive view of customer behavior and allows digital strategy to be aligned with brand values. Thanks to the work carried out at EMOTUR Lab, MYND Hotels achieved:
Optimization of its digital presence.
Strengthened emotional connection with its customers.
Improved campaign effectiveness and user experience.
This project confirms that the science of emotions and digital experience analysis are key to transforming the relationship between hotels and guests into memorable and sustainable experiences.