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Storytelling for Hotels: Benefits for Hospitality Marketing

Albert BarraAugust 13, 2018 · 2 min read
THE IDEA

Discover how hotel storytelling can strengthen your marketing strategy and positioning in the travel sector. Explore inspiring examples of hotels using storytelling to create distinctive guest experiences and build closer customer relationships.

Storytelling for Hotels: Benefits for Hospitality Marketing
Differentiation in our positioning and marketing strategy is becoming increasingly difficult. The sheer volume of information about competitors often prevents our messages from having the relevance they deserve or that we expect. We need to be different, surprising, almost exceptional, in order to capture attention. Storytelling can help us improve our ability to make an impact. Storytelling is the ability to develop stories for a specific purpose, promotional in this case. It therefore involves the use of text, images, sounds and any other elements we consider appropriate to create and convey a story that resonates with the audience in the direction we intend. It is not a new marketing technique; however, it has not been used sufficiently in the tourism sector, despite this being one of its natural settings. Let us not forget that travellers want to enjoy experiences and stories, to experience the destination and the journey in a different way. In this respect, storytelling helps us suggest and showcase the potential of our destinations and hotels. In the case of a hotel, it is particularly interesting to consider the setting and the destination, and in a sense make them part of our stories, highlighting the destination’s relevance in order to support our own. There are some very interesting examples of storytelling in hotel strategies. The Faena+Universe hotel in Buenos Aires uses it in its introductory video, portraying the hotel through subjective experiences. L’Apostrophe in Paris has published a YouTube video in which a person walks around the hotel’s surroundings to showcase its setting. The Story Hotel in Stockholm allows its guests to contribute to the creation of stories through notes shared by the hotel itself. Ultimately, the aim is to get closer to the guest and, where possible, involve them in the story so that they see the hotel as a setting for experiences rather than simply a place to eat and sleep.
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