Marriott Launches ASMR Bedtime Stories
As discussed in The Sensory Opportunity, consumers are looking for brands to stimulate their senses and improve their wellbeing. Speaking to this, Marriott has launched a collection of Autonomous Sensory Meridian Response (ASMR) 'Bedtime Story' videos for its guests in collaboration with US ASMR spa Whisperlodge.
The video series, available exclusively to guests at the Moxy Hotel in Chelsea, New York, features US actresses Bella and Dani Thorne and German-American singer Caroline Vreeland producing ASMR stimulations by crinkling cellophane paper, drinking champagne, striking a match and running their hands over a sequined dress.
The videos form part of the hotel's famous Bedtime Story service, whereby guests can request a bedtime story to be read over the phone in their room. In a press statement, Moxy's global brand leader Toni Stoeckl, said: "Moxy is a brand known for stimulating guests at our hotels with bold immersive art [...] this latest instalment of our Bedtime Stories series feels undeniably Moxy – pushing the boundaries in a fun, playful way, and giving guests something they won't experience at any other hotel."
The videos are available in-room until the end of May 2019. Marriott's service is a great example of how hotel brands can utilise multisensory techniques as a way to appeal to the wellness consumer and help their guests feel more relaxed, as explored in our Look Ahead 2019: Travel & Hospitality.
For more on multisensory hospitality design, read Top 4 Trends in Humanised Hospitality: Sleep & Eat 2018. See also Packaging Futures 19/20: Engineering Engaging Moments for ASMR's sensory appeal in luxury packaging.