There’s nothing as captivating as a good story. A story that lures you in, gets you engaged and compels you to do something.
There’s a reason why "storytelling" has been one of the biggest buzzwords for hotel marketers the past few years. Travelers aren’t drawn to facts, promises of a wonderful stay or mentions of your recent industry awards. They want to be a part of something that intrigues them, connects with them and gives them something to brag about.
Consistently and creatively telling your story is what can truly attract travelers to you. However, it’s a common problem for many hoteliers to not know what their story is, much less how to convey it. So… we’re here to help.
Here’s our quick guide on determining your hotel’s story:
1. Know Who You Are
Who are you? Why does your property exist? It’s simple to get lost in the nitty gritty of marketing the facts about your hotel. But correctly telling your story means taking a step back and nailing down your identity first so that you can convey it poignantly across all your marketing channels.
Couples Resorts, a collection of luxury, all-inclusive and couples-only resorts in Jamaica, poignantly captures the allure of a romantic seaside getaway in the tropics. Its carefully curated photos of couples sharing remarkable moments to a backdrop of aqua-hued waters and cloudless skies will make people yearn for their own intimate escape to paradise. Meanwhile, its short and to-the-point marketing copy lays claim to their brand promise: "No kids. No singles. No hassles.”
2. Know Your Audience
Who stays at your property? What do they care about? Are they adventure seekers or business people… or both? Determine what’s relevant to these groups, what they want in travel experiences and what concerns them. In your marketing campaigns, highlight what is relevant to them, use language that they would use and showcase reviews and images that resonate with their personas.
3. Showcase the Awesome
Now, determine the most exciting and most interesting assets your hotel has to offer. After all, your guests aren’t booking a stay with you because you’re the most boring and blandest property on the block. What’s intriguing? Is it your location next to a landmark? Is it your history? Your architecture? Your fun family programs? Leave out the details that no one cares about, like all the awards you’ve won or your cliché guarantees for a great stay.
The Cliff House in Colorado thoughtfully immerses its audience in the awe-inspiring brilliance of its mountain surroundings and its Wild West history. This property draws upon its location between two of Colorado’s natural showpieces – the Garden of the Gods and Pikes Peak – to showcase a hotel experience that will brim of outdoor adventures and escapades. Plus the hotel’s impactful photos of their 1800’s architecture captures the property’s alluring history as a stagecoach stop, letting future guests know that their stay will be a remarkable one.
4. Get the Word Out
Now that you’ve nailed down your story, you have to tell the tale.
Your story should be woven into all of your sales and marketing materials. Give your prospects a consistent memorable handle on your property! Every marketing touchpoint — your hotel website design, your email, every social media post, every marketing photo — should convey and reinforce your hotel’s story.
5. Get in Touch With Your Feelings
The best stories go beyond mere recitation of facts and touch on people’s emotions. How will your property make them FEEL? Will business travelers and corporate warriors feel empowered by your property’s location and tech-savvy amenities? Will families be able to bond over the bonfire and hot chocolate each night? You want your audience to feel something from your marketing. This is what compels them to book.