Purpose-This study bridges the gap between sensory marketing and the use of the internet of things (IoT)in upscale hotels. This paper aims to investigate how stimulating guests'senses through IoT devices influenced their emotions, affective experiences, eudaimonism (well-being), and ultimately, guest behavior.The authors examined the potential moderating effects of gender. Design/methodology/approach-Research conducted comprised an exploratory study, which consisted of interviews with hotel managers (Study 1) and an online confirmatory survey (n= 357) amonghotel guests (Study 2). Findings-The results showed that while the senses of smell, hearing and sight had an impact on guests'emotions, the senses of touch, hearing and sight impacted guests'affective experiences. The senses of smelland taste influenced guests'eudaimonism. The sense of smell had a greater effect on eudaimonism andbehavioral intentions among women compared to men. Research limitations/implications-This study concentrated on upscale hotels located in Europe. Further research may explore the generalizability of thefindings (e.g. in other cultures, comparison betweenhigh-end and low-end hotels). Practical implications-Managers of upscale hotels should apply congruent sensory stimuli from allfive senses. Stimuli may be customized (?SoCoIoT?marketing). IoT in hotels may be useful in the aftermath ofthe COVID pandemic, as voice commands help guests avoid touching surfaces. Originality/value-IoT can be applied in creating customized multi-sensory hotel experiences. Forexample, hotels may offer unique and diverse ambiances in their rooms and suites to improve guestexperiences.
