Hospitality refers to the relationship between a guest and a host, wherein the host receives the guest with goodwill, including the reception and entertainment of guests, visitors, or strangers.

Storytelling is the social and cultural activity of sharing stories, often with improvisation, theatrics, or embellishment.

When you combine Hospitality and Storytelling in new unique innovative ways you will earn a high-value presentation of the Customer Experience.

Customer Experience is the product of an interaction between a Hospitality brand and a customer throughout their relationship.

This interaction is made up of three parts: the customer journey, the brand reference points the customer interacts with, and the environments the customer experiences including digital environment during their experience.

The Phycology of and Engaging Story

Most stories today follow a recognizable pattern, and people use these stories in their decisions process. People see themselves taking part in the stories and they become personals for them.

What we see today with Social Media is that stories now have its way of influence our way of thinking. Several of the stories will influence the audience where they will start synchronizing with the storyteller.

By telling a great story your Hotel can change the way your audience think and behave with your brand.

Customer Experience is the NEW Loyalty

“Customer Experience is the NEW Loyalty” is starting to become a mantra for my projects.

Content today plays a huge role in how customers visualize and make your Hotel part of their next journey.

I have no problem admitting that Airbnb has understood the true value of storytelling. Their stories focus on the visual aspect and allow you to imagine taking part in the experience.

Educate your audience

“Millennials were born with a smart device in their possession”. Talking about direct booking to them is as foreign to them as it is to record a TV-show today on VHS.

This is what Airbnb has understood. Today they educate their audience through their smart devices.

Today’s Hoteliers must become educators!

The Hotel Content Funnel – Key To Effective Storytelling

Hotel Content Funnel

The Hotel Content Funnel is designed to bounce both ways. On one end, it brings in the people, and on the other end, it brings engagement to the people.

It provides the basic structure to build credibility, capture attention, and call others to action. And it will also prepare your Hotel for effective communications that inspire others to act!

Secure Attention

Your Hotels content should explain why and how it is of great value to the customer.

Relive a vivid, personal experience relevant to the point. This is what hooks people in and opens them up to persuasion.

Hold Attention through Interest

Create an environment where the audience sees your Hotels as helpful, and you’ve won the first battle on the road to winning them over.

Often an audience’s minds are full of questions: Why should I listen, or why should I believe; who confirms that? The evidence is one of the primary tools Hotels need to use when they want to convince someone of their views.

Utilize stories that support your views.

Arouse Desire

The key to arouse desire is curiosity.

People like to talk about themselves, and with Social Media, as much as 80% of the content is self-centered in some way.

Therefore, it is critical for Hotels to personalize the stories.

Create Confidence and Belief

Today Hotels must step out of their comfort zone. It is time to start creating your change and alternative.

It all started with simple things like a change in your attitude and behavior. This is a team effort, empower everyone to take part in a new shift that will make a difference.

Often the hardest part is to get started.

Secure Decision and Action

Effective persuasion requires the Hotel to simplify the message.

Describe the story chronologically as it happened with all important clarifying details.

Show that change was needed, and recommend a clear action for the audience to take in this situation.

Create Satisfaction

All stories need to end with the benefit of the action the audience has taken.

It is critical that Hotels optimize the stories, and implement response strategies within the funnel that minimize concerns.

We want the Hotel Content Funnel to create new and renewing guests that share their customer experience.

The Hotel Content Funnel – a dynamic process

I work on content strategies that support The Hotel Content Funnel. This is an ongoing dynamic process where data, information, and innovation will reach the relevant consumers for a given Hotel.


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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.

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Try something new it will magnetize your Hotel!

Be flexible and identify new ways to make guests happy.

As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.

About the author

Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast