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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) among hotel 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 smell and taste influenced guests’ eudaimonism. The sense of smell had a greater effect on eudaimonism and behavioral 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 the findings (e.g. in other cultures, comparison between high-end and low-end hotels). Practical implications Managers of upscale hotels should apply congruent sensory stimuli from all five senses. Stimuli may be customized (“SoCoIoT” marketing). IoT in hotels may be useful in the aftermath of the COVID pandemic, as voice commands help guests avoid touching surfaces. Originality/value IoT can be applied in creating customized multi-sensory hotel experiences. For example, hotels may offer unique and diverse ambiances in their rooms and suites to improve guest experiences.

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