1.  The natural materials of Cocomat in conjunction with the soul-stirring ambience of The White Cave Suites

 The colors of your room are charmingly warm, same with the Santorinean sky and its spectacular performance shortly after sundown. Colors reminiscent of a blending of the theraic earth and volcanic ash that covered Akrotiri. A sensory hospitality experience is weaved: The bed outfitted with a Cocomat mattress, representative of the experience of sleeping on nature. A “blissful” sleep entirely made of naturally replenished raw materials (wood, wool, seaweed, cotton, eucalyptus, cactus, lavender, etc.) —all the joys of nature scent your room. And open, large windows let the whole soundscape of the island in. The bells that sing in the air every dusk when the Aegean Sea’s north winds caress them. The sound of sheep bells echoing from a nearby village. And a big, spontaneous round of applause that someone gave for the rising sun. Endless allure.

 2.  Cocomat’s sleeping experience “helps people dream more”

And, ultimately, it helps people and guests materialize each and every quote that has ever been written about sleep: “A well-spent day brings happy sleep.” – Leonardo da Vinci΄; “Good night – may you fall asleep in the arms of a dream, so beautiful, you’ll cry when you awake.” – Michael Faudet; “It is a common experience that a problem difficult at night is resolved in the morning after the committee of sleep has worked on it.” — John Steinbeck; “Even a soul submerged in sleep is hard at work and helps make something of the world.” — Heraclitus.

3.  Cocomat doesn’t sell mattresses and The White Cave Suites Hotel doesn’t sell rooms

Because Cocomat and we, The White Cave Suites, aspire to sell dreams. Companies need now to script experiences for their customer audience that “dazzle their senses,” “engage them personally,” “touch their hearts” and “stimulate their minds” (Schmitt 1999) and concurrently let them be self-indulgent in their’ fantasies, feelings and fun’ (Holbrook and Hirschman 1982). In this vein, Holbrook and Hirschman (1982) inaugurated “the sociological notion of experience into consumer behaviour research” (Yang 2008, p. 43), coining the definitional articulation which reflects customer experience as “a primarily subjective state of consciousness with a variety of symbolic meanings, hedonic responses and aesthetic criteria” (Holbrook and Hirschman 1982, p. 132). It is about an interpretive perspective that explores customer experience not only in terms of rationality and accentuates “the role of emotions in customer behaviour, and the fact that consumers are sensitive and emotional beings” (Holbrook and Hirschmann 1982 cited by Zatori 2013, p. 17). Besides, as Seth Godin, the great guru of Marketing, posits, “people do not buy goods and services, they buy relations, stories and magic..”