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Tourism is the third largest export earner of the Sri Lankan economy. In 2016 international visitor arrivals reached over two million and revenue generated was approximately US $3.5 billion1 and 83.4% of tourists have visited for leisure2. Hospitality industry is an integral part that goes hand in hand with tourism and indeed it plays a vital role. The hotel room rates in general are higher in Sri Lanka with compared to that of the other similar tourist destinations. Amidst the set backs prevailing in the industry, it is indeed a challenge to attract tourists for revisits.

Differentiation and customization are crucial in the hospitality services in order to gain advantages, if any, given acute competition. Hence, this paper is an attempt to understand as to how “Sensory Marketing” could be used to enhance “customer value” to be different and make a difference in hospitality sector.