Divorce of ownership and control???

Here’s a hotel chain with an unusual USP - The Countryside Hotels group is so sure that couples who spend time together and work on their relationship at their hotels will make a success of their marriage that it's offering a "relationship guarantee" on mini-breaks at its hotels. If things subsequently don't work out and the marriage ends within a year, they will reimburse the cost of a two-night stay.

It’s not easy to qualify for the refund: couples must be already married, stay in the same room and reference the relationship guarantee when booking. If they subsequently divorce and want to claim a refund, they have to submit court documents as evidence.

Listed as offering “A collection of rural, get-away-from-it-all hotels, secluded, intimate and romantic”, Countryside Hotels should be confident that they won’t have to pay out on their refund promise too often.

Looking at their website,I can find everything from spa weekends to hunting and fishing holidays – so perhaps a holiday in Sweden should be the destination of choice this summer!

How would you analyse this with the marketing mix?