As consumers become more and more design savvy when checking in to a hotel, marketing expert Chloe Bennet from UK Services Reviews explores ways in which hotels can increase their profits with the perfect narrative…
Storytelling is an invaluable component of any hotel marketing strategy. Sharing the right narrative is perfect for content marketing as well as creating a bio that allows hotels to connect with their audience. Here are six ways to use storytelling to increase hotel revenue.
People tell stories, and listen to stories, every day without even realising it. “Stories resonate with customers on a deep, human level. In order to succeed in this industry, your marketing efforts must go beyond simply selling hotel rooms at a certain price. You need to connect with your customer base on an emotional level, so that you can make yourself stand out in an overcrowded and competitive market,” suggests Jose Guenther, storyteller at Academized. The digital age has created a ton of opportunities for marketers to use storytelling, which is fortunate because many customers are wary of conventional marketing tactics.
“It’s all about weaving together the different strands to create an interesting and engaging narrative.”
1) Visual storytelling and hotel marketing online
So how do we go about using online storytelling to increase hotel revenue? It’s all about weaving together the different strands to create an interesting and engaging narrative. Guests checking in are a lot less concerned with basic elements such as amenities and information about the room. It’s not that these things aren’t important, it’s just that in the digital age, guests are looking for visuals of what a hotel has to offer. Whenever you can, tell your story through high resolution photographs, combined with riveting narratives. Hotels should focus on interactive storytelling whenever possible, using things like short videos that shows off the hotel’s best features. It’s hard to go wrong with video content, as long as you keep in mind how short attention spans are online.
2) Shaping your digital story
A hotel’s number one job when crafting its story is to create a connection with its audience. Consumers tend to make purchasing decisions based on how they feel, not how they think. If a hotel wants to connect with its audience in this way, it has to get to know its guests first. Target the right segments, learn what they’re looking for, and create content that appeals to them and their needs. Segments and groups will respond differently to different forms of content, so don’t take a shotgun approach that tries to market to everyone at once. A great story told through the wrong kind of content will not be as effective.
3) Make your stories authentic
A hotel’s stories should feel real and have a natural flow to them. If a hotel can include stories from its guests, then that is even better. There’s no reason for a hotel to make stories up, instead hotels should have a wealth of stories and experiences to draw from. Make the story align with the strongest aspects of the hotel, whatever that may be.
4) Storytelling methods
There are a ton of different ways to tell your story, and you’ll probably find there are multiple ones that work for your situation and audience. Will you take advantage of the two-way communication that using social media offers? Maybe you’ll even put the call out to your audience to create some original content. Each hotel’s methods will depend on its audience and its goals. It’s critical that hotels have a goal that can be measured, so they can determine how effective its storytelling is. Data collecting should work to steer the storytelling strategy back on course if it needs correcting or adjustments.
5) Tell better stories by improving your writing skills
To use storytelling to increase your hotel revenue, you’ll need to be writing at a decent level. A lot of people don’t even realise where their writing weaknesses lie. Thanks to the online age, though, there are a number of effective websites out their to help professionals start writing the first chapter:
- ViaWriting and MyWritingWay – Use these grammar resources to check over your copy for grammatical errors. Don’t risk leaving in mistakes that can discredit you and make you look like an amateur.
- Big Assignments and Assignment Help – Check out these editing tools, they’ve been reviewed positively by Revieweal and can make your life a lot easier.
- WritingPopulist and LetsGoandLearn – Read through these writing blogs and improve your knowledge about the writing process. Even if you’re an experienced writer you can find some helpful suggestions and tips here.
- OXEssays and AustralianReviewer – These online proofreading tools, recommended at BestBritishEssays, are the perfect solution to leaving typos in your copy. Why risk leaving an error in when there are tools that can help?
- SimpleGrad and State Of Writing – Try out these online writing guides. If you’re struggling with storytelling, there’s a good chance it’s because you’re rushing out drafts without following the proper writing process.
Guests have a myriad of options when it comes to hotels, so it’s crucial to get creative. Good storytelling can differentiate a hotel from the crowd and allow it to form an emotional connection with your audience by sharing its unique personality.
Main image credit: Pexels