The primary goal of marketing is to create a connection between your brand and your audience. Its main goal is to build and maintain brand reputation, raise awareness of your products and services, and create a strong, lasting bond between your business and your customers. And when it comes to forging enduring connections, nothing does it better than storytelling.
It’s no different in the hotel industry. Storytelling is considered a key component to success. When you create stories that resonate with your audience and tugs at their emotional desires, your message will come across as memorable, and will therefore increase your chances of driving sales.
It’s essential, then, to inject stories into your hotel marketing strategy. Instead of sticking with the usual tactic of highlighting and hard-selling the features of your property, pivot your focus on the experience one could get at your establishment. Take the hotel spa, for example. While it is a place where you can get pampering services, it’s also a sanctuary that offers a reprieve from the real world. It’s a place where you can relax, clear your head, and practice self-care.
Whatever it is that you’re trying to promote, you have to design the messaging in a way that replicates a story. Here are some tips that can help get you started:
Write copy taps into emotions.
The words you use in your marketing copy should be powerful enough to evoke strong emotions from your target audience. Say you’re putting together an informational page in which you list down the hotel’s amenities and the attractions nearby. Instead of putting “book your stay” in the call-to-action, you can opt for “start your adventure” instead. The former is demanding action, while the latter arises excitement and curiosity in the prospective traveler.
Humanize your visual collaterals.
While it’s vital that you put up images brandishing the features of your hotel, it’s also equally important you incorporate actual people in the photos to tell a story. Keep in mind that storytelling is not just about words. You can use it in all other aspects of your marketing strategy, including images and videos. When you add people to your visual content, you’re also illustrating an experience.
In addition, it also helps if you include photos in the About or Team page of your website, so potential visitors know that they’re dealing with real people. The more you humanize your marketing, the more chances you have of making emotional connections.
Leverage user-generated content.
How about letting your customers do the talking? When available, utilizing user-generated content can supercharge your marketing, serving as testimonials and storytelling agents all at the same time. You can make use of the reviews they make, as well as the photos and videos they share to paint a better picture of the experience for your potential customers.
The secret to hotel marketing success is creating stories everywhere. The more you inject storytelling to your strategy, the more likely it is that people will be able to visualize the experience and want to engage with your business. If you need help with crafting revenue-generating stories for your establish, get in touch with us today.≪ Back to Blog