The sphere has become so competitive that businesses are ready for everything to stand out
and earn their customers’ loyalty. However, trying random strategies won’t get you far. Why
don’t you turn to a proven method instead? Yes, we’re talking about storytelling, which
prospered even when people did not know such words as hospitality or marketing.
Furthermore, our ancestors have already told stories when they did not know any words!
Let’s discuss how human nature as born storytellers can assist you in hospitality marketing
nowadays.
Looking back, it’s the most logical thing that modern people are so eager to tell their stories
and discover new ones. After all, stories helped us survive this far as a species. Even when
the first humans couldn’t put several words together, they used pictures to tell stories and
pass on their experiences. The art of storytelling defined who would live and who wouldn’t
overcome another challenge. Pretty similar to competition in modern business, right? You
may analyze themes, characters, and narratives to cope with writing a book report or
compose jokes for a social media post, but fundamental principles remain the same.
Particularly, you deal with storytelling because that’s what your ancestors did and what
future generations will continue doing. They will practice crafting good stories.
What is a good story?
In other words, where do we start? Loud statements from the previous paragraph are
pointless if you don’t feel like stories are in your blood. Of course, practice is key, but don’t
underestimate theory. It isn’t meant to complicate things, especially since a classic good
story’s structure includes only three points. First, you need to describe your character’s
routine, demonstrating the challenges they deal with. Second, an explosion follows and ruins
your characters’ routines. You don’t have to write about literal explosions, just ensure that
this episode makes the previous order no longer possible. Finally, introduce your characters’
new routine, in which previous issues are solved. Although following this structure is as easy
as pie, it is ultimately lifesaving.
This simplified scheme provides you with great freedom and encourages experiments. For
instance, you may skip the first point and start by describing an explosion. It’s like including
the introduction, body paragraphs, and conclusion in your essay. Although the introduction is
critical, some tasks require you to get straight to the point. Still sounds complicated? It’s time
to move from caves with pictures to hospitality marketing!
Why facts and figures are not enough?
Even if statistics prove that your business is the best from the best, you can’t simply throw
numbers into your potential clients. That’s because only good stories:
● Engage individuals on a personal level. They convince your targeted audience
that special offers are designed for them and that your services can solve their
issues.
● Create connections by evoking emotions. Do you know that we are good at
remembering something with great emotional impact? The story may be fun or
heartbreaking, but you won’t forget the feeling. Isn’t it what you want for your
business, to be unforgettable? (Of course, playing with negative emotions to improve
brand recognition is not the best idea).
● Make individuals realize what you actually sell. Everything is about products and
services only at first glance. A good story in hospitality marketing introduces a
broader picture and convinces individuals that they can get unforgettable
experiences and make their dreams come true.
● Encourage your targeted audience to become part of the story. This way,
instead of limiting their trip to technical nuances, individuals can focus on the sights,
sounds, and sensations of their destination.
Any other benefits?
The answer is yes! You should consider mastering storytelling to promote your brand. This is
a perfect tool to present your values and highlight all the efforts behind your services. Such
an approach helps customers choose you among multiple similar businesses. Instead of
simply stating that you focus on community and prioritize sustainability, you can tell a story
that proves these truths. Your readers will gladly believe the conclusions they reach by
themselves. They will also appreciate relatable scenarios that provide helpful information
and entertain simultaneously. Finally, storytelling is perfect for capturing beautiful moments.
Try encouraging your customers to share their stories, and you’ll be surprised how much
everyone has to tell!
Various media
Once we’ve decided that storytelling ultimately benefits hospitality marketing, let’s consider
the different forms it can take. Consider completing your stories with illustrations to
demonstrate local attractions and cozy hotel rooms. Expert writers may perfectly describe
them, but a high-quality image still impacts your readers’ perception more. Remember that
writing is only one of the ways to tell a story. Have you considered posting engaging videos?
TikTok and Instagram reels have proved to be highly effective for marketing that doesn’t
require extra expenses. What it does need is all your creativity and a bit of time to bring the
craziest ideas to life. Individuals with various backgrounds appreciate fresh formats and your
openness to innovation.
Strategy
Although some influencers succeed by posting intuitively, relying solely on luck is too much
of a risk. Therefore, you need to develop a strategy before you tell the story. First, research
your targeted audience since different age groups prefer different platforms. While older
people stick to Facebook, youth choose Instagram. You may have accounts on various
social networks but post content differently according to your audience’s preferences.
Second, think about rubrics you’d like to include. Small stories every day or an article once a
week? How often can you post reels? The mentioned platforms prioritize accounts that
engage in various activities regularly, which means you need to focus on continuous effort.
Don’t forget to repost your customers’ highlights and answer their comments.
Some advice
As you can see, integrating storytelling in hospitality marketing may be tiring and time-
consuming. Nevertheless, you may feel more confident after focusing on the characters. The
thing is, you can’t just come up with them like you’re writing a novel. Your stories should
correlate with reality as much as possible, so why don’t you start a rubric with guest
spotlights? Sincere emotions and unprofessional photos increase relatability and signal that
you can be trusted. Another worthy initiative is telling staff stories. One of the best ways to
present a brand is to introduce the people behind it. Tell what they love, show what inspires
them, and highlight what they fight for. You should also:
● Maintain the same style across the platforms and make it recognizable.
● Avoid exaggerations and false claims. They may attract new customers, but their
disappointment would harm your business in the long term.
● Highlight personalization. You can tell a story in which the business managed to
address all customer’s needs.
● Focus on effective feedback channels. Don’t be afraid to ask for your customers’
opinions twice since some truly need a reminder.
Wrapping up
To conclude, nothing can compete in marketing efficiency with good old storytelling. It is
perfect for increasing your brand recognition, highlighting your values, and building trust in
the long term. However, modern storytelling takes so many forms that it is hard to apply it
without a proper strategy. So start by listing your objectives and developing a plan for your
social media. Once you start, you’ll see what works best for you.
