Why little luxuries mean so much

By Kate Jackson, Industry Reporter

Humans are funny creatures. When presented with something for free, data shows we assign that treat disproportionate value. And when the gift is edible, the fact that it comes gratis seems to elevate its taste to a whole new level.

In an MIT study, two chocolate brands usually sold at different price points and seen as of differing quality were offered to students. When asked to choose between the less premium product for free, or the more exclusive one at a dramatically reduced price, the vast majority of students opted for the one that was free, even if it wasn’t objectively the best deal. The experiment also showed the students behaved as if zero price meant not only a drop in the cost of buying the product, but also an increase in the value of it.

Study author Dan Ariely says the word free “gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is”. Humans are susceptible to affect, an underlying emotion which means free products make us happy - and that happiness affects our decision-making process.

No wonder, then, that sitting in an editorial meeting almost a year after staying at a hotel for a conference, myself and a work colleague were able to recall in detail the complimentary treat which welcomed each of us to our guest rooms.

Quality complimentary gifts are a powerful way to engender loyalty and reinforce brand excellence. And if ‘free’ makes even the lowliest confectionary taste great, a superior giveaway will be greeted as manna from heaven.

Of course, there are many different forms a complimentary gift can take. A children’s pack containing crayons, puzzles and colouring-ins that little ones might eschew at home become a valued extra on holiday - and branded versions can reinforce the message of generous, family friendly accom.

Lollies are another guest favourite: as evidenced by TripAdvisor reviews of Melbourne’s Adelphi Hotel. One reviewer said: “Great central location, roof top pool, friendly staff, beautiful interior design, and best of all FREE CANDY! I have a bit of a sweet tooth as you may be able to tell. Every room has a bowl of artisanal candy that gets refilled every morning. Without fail ours was empty every night.” Another commented: “Swimming on the rooftop is a very special experience, and the in-room snacks are amazing.”

Free gifts can reinforce the nature of a property - a small but perfectly wrapped box of chocolates is a heady reminder of luxury and service - but also the specifics of its location. A complimentary bottle from a local winery is a prompt to go exploring while on holidays and a reminder to return once guests get home.

At a coastal hotel I stayed in recently, guests were greeted with a ‘handwritten’ note from the general manager welcoming them by name and a parcel of strawberry and chocolate confectionery topped with an edible mini surfboard.

Yes, we all know this is a data grab with a hint of place setting, but there is no denying that when I walked into my room for a solo stay, the gift made my soul happy. And look - I am still talking about it!