Is storytelling for hotels merely another marketing gimmick from the past, or does it hold real value for guests and the property itself?
Regardless of your hotel’s market conditions and destination, every property faces the challenge of developing new market shares and anchoring existing accounts.
While many guests may choose their accommodations based on factors such as price point, value for money, destination, or specific facilities and services available, there is a segment of travelers who seek something more.
This is where storytelling comes into play. Storytelling in the hotel industry allows establishments to craft a unique narrative that captures the essence of their property, engaging guests on a deeper level. In this article, we will explore the importance of storytelling for hotels and how it can be optimized to enhance hospitality communication… and revenue.
Understanding What’s at Stake
A common misconception about hotel storytelling is the belief that it primarily consists of writing about the physical aspects of the property, its location, or nearby sightseeing spots.
However, to be effective, it should be more than that. Proper storytelling must be planned and executed to create a unique universe, which will be an opportunity for guests to delve into. It should create a complete context, transforming hotel spaces into immersive environments that distinguish themselves from competitors, leaving a lasting impression on guests and forging an emotional connection that sets the property apart.
Knowing What We Are Talking About
To create a compelling storytelling experience, hotels must start by identifying the essential elements that make their property special. This can be the location of the hotel, its history, its architectural design or the people who bring it to life every day.
By examining these constituent elements, hotels can uncover the key aspects of their storytelling. This may encompass exploring the hotel’s historical context, highlighting notable personalities who have stayed there, showcasing the presence of an artistic community in the vicinity, or emphasizing the hotel’s social and societal role through its recruitment policies or involvement in charity events.
Each of these starting points derived from the property’s essential elements contributes to creating this unique story that aims to captivate guests, a story that they want to immerse themselves in.
As we mentioned earlier, it is important to understand that storytelling is not the same as simply promoting the theme of a hotel or listing tourist attractions available nearby, but to create a storytelling. And a successful storytelling approach should invite guests to imagine themselves as part of the narrative, creating a sense of connection and personalization.
Avoid solely focusing on historical facts or local landmarks. Instead, strive to create a journey within the journey, developing stories within the story and forging interwoven narratives that transport guests into the world of the hotel. This immersive experience allows them to escape from their everyday lives and immerse themselves in something that no competitor can offer.
Go beyond simple marketing texts destined to end up on the hotel’s website presentation page or OTA network description sections and embrace an approach to highlighting the hotel and its spaces. It should become a transformative experience that engages guests on a deeper level.
Creating Added Value
The preparation of storytelling makes it possible to create a unique selling point for the property, affirm its positioning, but can also contribute to generating a flow of income in its own right.
First, effective storytelling can enhance a hotel’s brand image, fostering a perception of exclusivity and authenticity, motivating guests to pay more for the experience on offer.
Secondly, a pragmatic, reasoned and calculated approach to storytelling in order to highlight the hotel, its spaces, and its history in relation to the services, facilities and existing rooms it offers can justify a higher selling price (did a celebrity, for instance, used to reside in a particular hotel room? Is the historical context surrounding the property celebrated locally during a particular time of year?).
By integrating storytelling into marketing and communications strategies, hotels can effectively interlace the value they offer with what resonates with their target audience.
Storytelling has emerged as a powerful tool in the hotel industry, allowing establishments to differentiate themselves and create memorable experiences for guests.
By understanding what is at stake, knowing the key elements of their property to highlight, avoiding common pitfalls, and creating added value, hotels can harness the true potential of storytelling for hospitality marketing and communication.
Embracing the art of storytelling opens doors to new opportunities, captivating guests, and forging stronger emotional connections that can drive success in an increasingly competitive landscape.
For more information on business storytelling, we recommend the following resources:
Piktochat – Wait, What’s Business Storytelling? : https://piktochart.com/blog/power-business-storytelling/
Hubspot – The Ultimate Guide to Storytelling: https://blog.hubspot.com/marketing/storytelling
MindTools – Business Storytelling: https://www.mindtools.com/a69x1bw/business-storytelling