David Zaltzman
This hotel gave out warm cookies at check-in. That simple idea created one of the strongest loyalty engines in hospitality. Here is the story:
In the 1980s, business hotels were cold and transactional. Travelers arrived exhausted, stood in line, handed over a credit card, received a plastic key, and walked into a room that looked exactly like every other room in the market.
In 1986 someone wanted to change it. But this change was not about the building. Instead of pouring millions into lobby renovations or splashy advertising, they invested in something small but unforgettable. Freshly baked chocolate chip cookies for every guest, handed directly at check-in.
Every property had ovens near the front desk. A hot cookie moved from the tray straight into the guest’s hand. Over the decades, the chain has given out hundreds of millions of them.
The cookie became an icon and the rest is history.
DoubleTree, later acquired by Hilton, faced this reality. A good product, but nothing that truly stood out.
In 2019 it became the first food baked on the International Space Station. During the pandemic, when hotels were closed, DoubleTree released the secret recipe, and millions baked it at home. An entire world of unpaid brand ambassadors was born.
Why did it work so powerfully? Because it tapped into deep emotional psychology. Research shows that when people hold something warm, they instinctively perceive the giver as warmer, kinder, and more trustworthy. That moment of handoff melted cynicism and turned a routine transaction into a small act of hospitality.
The cookie also became a symbol of consistency. Always warm, always the same taste, whether you were in New York or Singapore. That tiny ritual created trust no billboard could ever buy.
This is the essence of brand strategy. Creating emotion. Building connection. Turning a moment into meaning.
Because the relationship between a brand and its customers is just like any relationship. If you fail to spark emotion, you’re forgettable. And forgettable brands get replaced instantly.
As Steve Forbes said:
“Your brand is the single most important investment you can make in your business.”
Authentic branding wins.