Does Your Hotel Have A Story?
What interesting things happen at your hotel that create discussion points for visitors? How do you share these stories?
What made you start your hotel? Why did you choose the location? What unique and compelling things are tied to your hotel that help you have engaging conversations with your visitors?
In this article, we ask the question, “Does your hotel have a story?” And, if so how do you share it with your guests.
Every Hotel Has a Story
Sure, you have rooms, beds, well-appointed bathrooms, a lovely lobby and perhaps even breakfast and snacks.
But, your competitors have all of this and more.
The question to ask yourself is what differentiates your hotel from your competition. If you want to stand out, then you need to uncover your hotel story and share it with customers.
Your story could be about your origins. Or, it could be about some hidden gem of an amenity that your guests love. For example, perhaps you offer on-site massages, or you have your own private lake. Or, maybe your hotel was built in the early 1900s, and you’re the oldest lodging in town.
Now let’s look at how to uncover your hotel’s story.
Unearth Your Story
Everyone loves a good story, especially in our digital age where you can engage potential customers with a compelling narrative.
You’ll find that visitors to your hotel are drawn in by your story – they want to be a party of something unique. They want to connect with you. In turn, they’ll spread your “story” by word of mouth which is a win-win for you.
You may be wondering as you read this article, though, how to discover your story. Here are some questions to get you thinking:
- Who are you, and why does your hotel exist. Take a mental visit to the past and recall what led you to the property in the first place. For example, did you buy the property to give families a great vacation spot, are you a singles-only property, or is your story all about couples and romance?
- Who is your audience? Families? Couples get-away? Business-people? Adventure travelers? What kind of story would they find appealing? Once you know what’s exciting to your audience, you can highlight the parts of your story that they might find interesting.
- Highlight what sets you apart. Next, take a look at the most interesting parts of your hotel. Why do your guests want to stay with you? Is it your exceptional customer service, your delicious breakfast, the infinity pool, the on-site massage service, or something else? Is your hotel historical? Do you offer fun activities for kids?
- How do you feel about your hotel? How do your guests feel? Oftentimes your story is about a feeling your property gives you, your staff and visitors. Make sure you know what this is because feelings are a part of your story.
- Start marketing. Once you’ve got your story, you can start marketing it to your target audience. Weave the tale into all of your marketing materials. Your website should “scream” your story. Every social media post, email, blog, or video should reinforce your hotel’s story.
Next, let’s take a look at the benefits of creating a story for your hotel.
A Story is Memorable
Research finds that stories are more than 22 times more effective than facts when it comes to getting people to remember things.
So, you can choose to list the positive attributes of your hotel, or you can weave a story that people are sure to remember.
A memorable story makes visitors want to return and spread the news about your hotel to friends, family and co-workers. (tweet this)
A Story is Visual
Let’s say you created a video of your hotel’s story. That story says your hotel was founded 100 years ago in Colorado’s “wild west.” Your hotel has stayed true to your roots, enhancing the property over the years.
What’s more, you’ve incorporated the feel of the “wild west” into your menu as well as the story you tell visitors of famous guests.
Then, you post this video on your website and social media accounts. Your target audience watches this video, and because your hotel story is now visual, they can imagine the experience they’ll have at your hotel.
Your online story helps your potential guests visualize them staying with you long before they make a reservation to stay at your hotel.
A Story is Authentic
Your target audience can tell you’re marketing to them, but when you tell them a story, you’re marketing to them in a subtler way, one that is more authentic.
Hotel guests today crave authenticity. They are savvy and experienced travelers who can tell if you’re putting them on.
So, give them what they crave. That’s a peak into the real world of your hotel. Give them your hotel story and stay true to your roots.
You can also highlight real guests in your story if it’s applicable. This lends a more authentic air to your story.
Your guests can even help you personalize your story by providing how the story of your hotel makes them feel. For example, if your story involves the “wild west” mentioned above, your guests can contribute to your story by describing in a video how your tale is now part of their story.
You’ll transform your hotel through story-telling and enhance bookings at the same time.
Tell the story of your hotel and use it in your hotel marketing strategy. Create content, both written and visual around your hotel’s story.
This allows you to sell your hotel without actively “selling” your hotel. This use of story-telling to appeal to your target audience is what’s going to set you apart from your competition.
Bottom line – your story will compel, engage and appeal to guests in a way your competition can’t beat.
Today’s marketing is all about relationship building, and there’s no better way to do this than with a story.
Be true to yourself, craft your hotel story, make it engaging and authentic, and you’ll bring guests to your doors.
At Hotel Propeller, we build functional, beautiful websites that utilize your star ratings to help you stand out in the crowd. You’ll find everything you need to attract guests to your website and compel visitors to make a reservation. Take a look at our showcase and contact us today.
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