It’s a part of human nature that people tell stories and listen to each other’s stories. So, when it comes to consumers, stories will resonate with them on a deep, human level. That means that marketing efforts must be aimed at triggering that deep, human level, especially in the hotel industry. And, thanks to technology, storytelling marketing has been more effective in attracting more customers.
Here are 5 ways to use storytelling to increase your hotel’s revenue and customer attraction:
1. Shape A Digital Story
“When crafting a story for your hotel, you have to be able to connect with your audience,” says Mason Kilburn, a hospitality expert at the State Of Writing and Paper Fellows. “Since consumers make purchasing decisions based on how they feel, and not how they think, a hotel must tap into their emotions, and be appealing to them.”
When shaping your digital story, keep the following objectives in mind:
- Target the right segments
- Learn what customers are looking for, AND
- Create content that appeals to customers and their needs.
Remember: Don’t settle for one approach, since segments and groups will respond differently to various forms of content.
2. Be Authentic
When telling your hotel’s story, it has to feel real to consumers, and have a natural flow to it. You can even include testimonials from previous guests, which validates how reputable your establishment is.
But whatever you do: Don’t ever make things up. As much as it’s tempting to invent something “cool” and “relevant,” doing so is risky. If you try to make something up, then consumers will catch on, and be turned off by this gesture. Therefore, it’s important to have a wealth of stories and experiences that reflect your hotel and its strongest aspects, whatever they may be.
3. Make Your Story Visual And Interactive
What’s a good story without visuals to show for it? When you weave together visuals – photos, videos, etc. – then your story will be more interesting and engaging for those listening and or watching. With high-resolution photos and videos, combined with interesting narratives, you’ll most likely turn viewers into paying customers. As long as you keep in mind how short users’ attention spans are online, then this strategy will work for you. Even an interactive video can entice users to do something – i.e. book a room, stop by the hotel to see for themselves, etc.
4. Experiment With Different Methods
“With many ways to tell a story, you’ll find some that will work for your situation and audience,” says Ella Zerner, a writer at Essayroo and OX Essays. “From using social media to tell your story, to uploading a short video to a video-streaming platform, the choice is up to you. Whatever method you choose will depend on the story’s audience and its goals. You may want to collect data from your consumers, to get an idea of what your story needs and what you can do to adjust it.”
5. Brush Up Your Writing Skills
Finally, needless to say, it’s imperative to ensure that your writing skills are at a decent level. In fact, many people don’t even think to brush up on their writing skills; and, as a result, they risk throwing in typos, or ignoring them, period.
Luckily, online technology has paved the way for professional help, when it comes to improving writing skills. Although online spell-check tools and extensions can be tempting to use, sometimes these things can be finicky and can either change wordings or misspell more words than before.
So, when looking at your work, don’t be afraid to have a second pair of eyes – another colleague or coworker – to look over the draft of your story. With humans looking at the draft, then the story itself will come off as more authentic rather than phoned in.
Ultimately, a story relies on social proof—the idea that if people purchase a product or service, and they love it, then you would trust their opinion. Why? Because if humans – not robots, or faceless entities – are buying something, then you would be more comfortable buying it yourself.
And with storytelling, you’re developing that social proof without stretching the truth. These 5 tips aim to achieve good storytelling. With good storytelling, you can set your hotel apart from your competitors, and generate conversions and revenue. Just remember: Be authentic. Be creative. Tell a story.
Katherine Rundell is a hospitality writer and editor at Essay Writing Services and Academized. She is also an experienced proofreader at Type My Essay. As a blogger, she writes posts about the latest trends in the hospitality and hotel industries, and she understands storytelling as a powerful marketing strategy.
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About Are Morch
Hi, I am Are Morch. Your Digital Marketing Coach and Customer Experience Expert that specializes in creating effective digital customer experience offer for hotels while growing and scale customer acquisition and revenue.