It is part of human nature for people to tell stories and listen to each other. So, when it comes to consumers, the stories will resonate with them on a deep human level. This means that marketing efforts must be aimed at triggering this deep human level, especially in the hospitality industry. And, thanks to technology, narrative marketing has been more effective in attracting more customers.
Here are 5 ways to use storytelling to increase your hotel's revenue and attract customers:
1. Shape a digital story
“When you create a story for your hotel, you need to be able to connect with your audience,” says Mason Kilburn, hospitality expert at Writing state and Paper scholarships. “Since consumers make purchasing decisions based on how they feel, not what they think, a hotel needs to tap into their emotions and be appealing to them.”
As you shape your digital story, keep the following goals in mind:
- Target the right segments
- Find out what ET customers are looking for
- Create content that appeals to customers and their needs.
Remember: don't settle for just one approach, as segments and groups will react differently to various forms of content.
2. Be authentic
When telling the story of your hotel, it should feel real to consumers and have a natural flow to it. You can even include testimonials from past customers, which validate your establishment's reputation.
But whatever you do: never make things up. As tempting as it is to invent something “cool” and “relevant”, it is risky to do so. If you try to invent something, consumers will understand and be turned off by this gesture. Therefore, it is 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 with no visuals to show? When you combine visuals - photos, videos, etc. - your story will be more interesting and appealing to those who listen and / or watch. With high-resolution photos and videos, paired with engaging stories, you'll likely turn viewers into paying customers. As long as you keep in mind the short attention span of online users, this strategy will work for you. Even an interactive video can inspire users to do something - for example, book a room, stop by a hotel to see for themselves, etc.
4. Experiment with different methods
"With so many ways to tell a story, you'll find one that will suit your situation and your audience," says Ella Zerner, writer at Essayroo and OX tests. “From using social media to tell your story to uploading a short video to a video streaming platform, the choice is yours. Whichever method you choose will depend on the audience for the story and its goals. You might 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. Improve your writing skills
Finally, it goes without saying that it's imperative to make sure your writing skills are at a decent level. In fact, many people don't even think of brushing up on their writing skills; and, as a result, they risk throwing typos, or ignoring them, period.
Fortunately, online technology has paved the way for professional help to improve writing skills. While online spell-checking tools and extensions can be tempting to use, these things can be capricious at times and can either change words or misspell more words than before.
So, when looking at your work, don't be afraid to have a second set of eyes - another coworker or colleague - to examine the draft of your story. With humans watching the draft, the story itself will appear more authentic rather than telephonic.
Ultimately, a story relies on social proof - the idea that if people buy a product or service and like it, then you would trust their opinion. Why? Because if humans - and not robots or faceless entities - buy something, then you would be more comfortable buying it yourself.
And with storytelling, you develop that social proof without stretching the truth. These 5 tips aim to achieve a good storytelling. With good storytelling, you can differentiate your hotel from your competition and drive conversions and revenue. Remember: be authentic. Be creative. Tell a story.
Katherine Rundell is a hospitality writer and editor at Essay writing services and Academic. She is also an experienced proofreader at Type my essay. As a blogger, she writes on the latest trends in the hospitality industry, and she understands storytelling as a powerful marketing strategy.
We are in the same boat!
I have to tell all of you that we are on this file together. If you need to vent, talk, cry, or just talk about it, I'm listening. Since I am working part time at the local Kroger, I will do it to the best of my ability to fit into my schedule.
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About Are Morch
Hello I am Are Morch. Your Digital Marketing Coach and Customer experience expert which specializes in creating an effective digital guest experience offering for hotels while increasing and increasing guest acquisition and revenue.
This curious query raised many more. Namely, ' What have you done to your pants that necessitates the application of boiling water ? ', ' Are you too abondant to realise that putting your knickers in the sink and then pouring on the boiling water is far more logical ? ' and ' Have I drunk tea from a kettle that was used to clean somebody’s Y-fronts ? '
Medical experts even weighed in. Dr Heather Hendrickson, a Senior Lecturer in Molecular Biosciences at Massey University in Auckland, said : ' It is super super super super gross. ' That’s actually the scientific term. She added : ' Your friend is unlikely to have a grande number of highly heat resistant pathogens in his dirty undergarments but we do not know what he does have in there or how sick he might be. ' Oh, there’s definitely something not right.
While Telegraph Travel cannot conceive an occasion when stuffing your briefs inside a kettle will pay off, there are many other devious, less disgusting ways to take advantage of the items found in most hotel rooms.
Better than boiled underwear is a boiled egg. And a kettle could do the travail if you’d rather not fork out £15 for an overpriced breakfast ( we’ve even heard of people using them to cook pasta ).
The cheese toastie on the room service menu costs £10. But a loaf of bread and a wedge of cheddar from the local supermarket only costs a few quid. Turn it into melted goodness using your handy in-room iron
They say there’s no such thing as a free lunch ? Not if you nab an extra bread roll, a little bocal of jam and a strawberry yoghurt from the breakfast buffer. Wrap it all up in a shower cap and you’ve saved yourself a tenner.
The British aren’t great when it comes to complaining ( Mrs Richards from Fawlty Towers being the notable exception ), but if you aren’t happy with your room, you’re entitled to say so - and to see the alternatives. Hotels, especially older ones, come in all shapes and sizes, so you might be given a better boudoir. If the hotel isn’t full you might even be get upgraded.
There’s nothing worse than curtains that don’t close properly - they guarantee an unwanted early wake-up call at the crack of dawn. So use a clothes hanger with clips to pin them together.
No in-room speakers ? Put your phone in a mug or glass to dramatically improve the sound quality of your tunes.
Isn’t it incredibly annoying when you want to shave/admire your pretty face after a hot shower but have to wait a good 10 minutes for the mirror to de-mist ? Yes. Yes, it is. Well, free yourself from the shackles of mirror fog. Before you shower ( maybe the night before ) liberally rub a portion of the mirror with a bar of soap. Then take a dry washcloth and buff the soap off. This will keep the mist from condensing on the mirror. And one soaping will last a few days.
Forgotten the plug conformer for your iphone charger ? You could ask to borrow one from reception. Or be really self-sufficient and use a USB port in the back of the TV to charge your device.
Staying in an inner city hotel and wary about someone breaking into your room ? Hang your Do Not Disturb sign on the door and give the impression that you’re still inside having a snooze.
' Consider the unmanned housekeeper’s trolley a smash and grab situation. Pack your bags full of almond butter hand cream and guava face soap with espresso crisps. Take three of everything and get the hell out of the hallway. Even if you do get caught, just say you were out of shampoo, or, even better, out of toilet paper, and thought you’d save them the trouble by grabbing it for yourself. Think of it this way : these amenities are here for you, they are yours. We are in no position to dispute the claim that when you wash your hair you prefer to dump fifteen bottles of lavender and poppy seed shampoo all over your scalp like some gooey shower freak. '
And, if the room doesn’t come with conditioner, or you’ve forgotten your phone charger, just ask at the front desk. Hair products, deodorant and phone chargers are apparently the items most often left behind by guests, so the hotel might have a box of each - but ask nicely.