How Visual Storytelling will Jump Start your Hotels ROI

How Visual Storytelling will Jump Start your Hotels ROI

Visual Storytelling is nothing new. It has been around since caveman, and some theories indicates that cave drawings was used for communications. What has changed is the platforms we now use to communicate and share our stories.

Customers today is utilizing New Media technology to share their stories. Their story board is how their Customer Experience is presented to their Social Communities. Of course we have to take into consideration that perceptions of the story will vary. If I share a positive experience from a specific Hotel visit and someone in my Social Community has experienced concerns there they might not immediate but into it. Though if someone had a positive experience at the same Hotel my thoughts might add more value to them.

The way customers today interpret the Customer Experience also represent The Visual Storytelling Opportunity.

The Visual Storytelling Opportunity

Customer Experience

Today the Customer Experience is based on two-way communication. The stories starts long before the customer has checked into the Hotel, and they really never end. Social Story Boards are like Dynamic Circles that creates either positive or negative ripple effects.

The Customer Experience is very complex. Throughout history Hotels has been able to control and impact the Customer Experience at the location. The hole process was very static, familiar and to a large degree fairly predictable.

Today the Customer Experience is more dynamic, and less predictable. This because Customers today start create their story board long before they have decided to make a reservation with your Hotel.

Your Hotel can use Visual Stories to influence decisions by adding new values to the Customer Experience. Customer thinks in terms of cause and effect of their previous experiences, engagements and relationship with your Hotel.

NewsCred and Getty Images teamed up to create “The Power of Visual Storytelling,” a guide for marketers that outlines four main principles of visual media—authenticity, sensory, archetype, relevancy.


Data from this guide shows that content that contains images receive 94% more views then articles without. Consumers want the unpredictable, but at the same time familiar. They are looking for the moments that speaks to the human experience.

Authenticity taps into passion and emotions of the audience. The power of Visual Storytelling lays in User Generated Content (UGC). User Generated Content (UGC) reveals real people and places, meaning real moments and emotions that establish a new kind of digital intimacy.

Consumers are twice as likely to convert into a booking when clicking on photos of real people.


40% of consumers respond better to visual information then text.

Consumers want to go beyond just pixels, they want to smell and touch. The more senses your Visual Image activates, the more attention it will receive.

Sensory storytelling is also the part of the process that speaks the most to the inner child in us humans.

We’ll take our #weekend à la mode, thanks. #Saturday #Dessert

A photo posted by Marriott Hotels & Resorts (@marriotthotels) on

Are consumer’s able touch, smell or taste it. Does the image help or initiate dream stages.


In every story ever told, a powerful character has fueled the narrative. The most relevant branding archetypes, for instance, are Caregiver, Jester, Lover, Outlaw, Explorer, Creator, Hero, Magician, Sage, Ruler, Innocent and Everyman.

83% of learning is visual. The key for Hotels is to identify the visual sweet spots.

Customers get to relate, identify with the characters and situation, both socially and culturally.


Culture relevancy is very important today. It is vital to keep on top of the game and ahead of the crowd, delivering localized content in real-time. And it can be necessary to take some risks, even if they may alienate some of your audience.

Best Practices: Multi-Media Guidelines for Hotel Marketer

If you want to learn more about Industry standards for photos, virtual tours, and videos all in one place then visit my friends at Leonardo to download their Free Guide.

Download this Free Guide to learn:

  • The key role of each media type
  • How much media is needed to tell an engaging story
  • The best file types for photos, virtual tours and videos
  • Universal best practices for hotel media

10 Ways Visual Story Telling Can Increase Your Hotels …

10 Ways Visual Story Telling Can Increase Your Hotels Productivity Visual story telling is primary shared through the use of visual media. Stories today is. … Your Hotels Productivity. Posted on March 31, 2014 by Are Morch • 1 Comment …

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About the author

Are Morch is the founder and owner of Are Morch – Hotel Blogger & Social Media Coach. Get more from Are on Google+ | LinkedIn | Twitter | Facebook | Pinterest | Instagram