May 28, 2024


It's time to think about Travel.

The importance of crafting your hotel’s brand story


“Marketing is no for a longer period about the stuff that you make, but about the stories you explain to.” Seth Godin

Storytelling has been about given that working day dot. It’s been the way we have communicated and connected with each other for good, and offered the actuality that our brains are wired to react to properly-crafted narrative, it’s unlikely that this will at any time transform. 

We have a tendency to get wrapped up in the day to day plan and to get easily set in our techniques of performing factors. You may possibly be chaotic, or you may possibly just think points are ticking alongside nicely, no have to have to correct something which is not broken. Most likely sometimes you listen to buzzwords – or what seems like buzzwords – and you think, that will not apply to me or my hotel. It only applies to the bigger makes, the kinds with bigger scope and bigger budgets. 

Not accurate!

Men and women are bombarded with so many messages from firms making an attempt to provide them something on a everyday foundation that they have grow to be innately wiser to the recreation. They will not want cold calls or random mass mails or junk as a result of the letter box. They assume extra, and it will just take far more to actually entice them. 

We can all profit from the rules of fantastic marketing and advertising and storytelling, nonetheless ‘big’ they look. The key is to choose the logic and utilize it to your business enterprise in regardless of what way you can. Even though it unquestionably would not damage if George Bernard Shaw made use of to frequent your home, you don’t automatically need a wild hook to fascination men and women. Browse on for far more on the significance of crafting your hotel’s brand tale.

What is actually it all about?

Model storytelling is all about crafting a tale or tales that encourage the values your business and prospects have in typical. The entire goal of model storytelling is to use narrative to link with people. 

It will not just seem good – it can truly reward your manufacturer in tangible ways like: 

  • Rising access and boosting social media engagement
  • Increasing model awareness & familiarity
  • Enhancing model loyalty
  • Producing much more profits

In order to do all of this, you will need to come to a decision very first who you happen to be talking to. After you have your viewers or your visitor personas nailed down, you have a improved strategy of what they want and how you can accommodate these needs with all the things you are about and what you have to offer. Not only this, but you know the kind of tone and language they will answer to – which is incredibly important. If you need to have a reminder on how to create or re-create your brand’s tone of voice, a superior trick is to attempt think of your lodge as a person, and describe its personality in a few words. 


Supply: Airbnb

Retain your message regular or you will reduce attention

Maintaining your messaging dependable throughout all of your platforms is a massive component of how prosperous the shipping and delivery of your model tale will be. You need to have to have a crystal clear aim. Each aspect of your messaging from your internet site to your e mail and social media has to be integrated and not fragmented. If there are messy bits and pieces almost everywhere – an odd nod to a area or grounds attribute not mirrored any where else, or an present value with no history property element – you will probably be scanned promptly and forgotten about, and the likelihood of another person recognising your brand and getting little by little common with its splendor, price and qualities is slim. 


Seafield Lodge – web site


Seafield Hotel – social

What channels ought to you use?

Feel cautiously about what channels you select to use. Most likely you’ve got been on Facebook for a long time but hardly article on the platform? Your channel utilization ought to occur down to in which your guests are paying their time, wherever you can reach them, and wherever ideal you can communicate your manufacturer story to them so they have a opportunity to hook up and interact. Each and every interaction channel and even just about every piece of interaction ought to have a goal. It truly is all as well quick for channels to turn into siloed and suddenly a absence of clarity and regularity results in being obvious. 

Hear to our podcast on using the correct imagery for your strategies

Helpful and important platforms contain your web page, which need to hold the bulk of your model tale, values, options, features – every thing about your hotel, as while it is the physique your hotel’s identity life in. You can contain limited videos, visuals that assist to area your visitors at the resort dealing with what you have to offer. 

How can utilising automation assist your hotel?

E-mail, newsletters, blogs and social media strategies are also a great way to talk with your picked guest personas. Your social information has the electric power and flexibility to be a minimal imaginative and emotionally compelling. Your web site can tell the story of particular things of your property like – the food, area, space and so on. Pick your social media platforms carefully and use your smart tech stack and data to notify your email promoting campaigns. Be smart with how you talk, recalling what we claimed previously about people’s expectations staying larger. You also have to think about your OTA channels, your Google My Company and so forth. They’re all contributing to the tale!


Lodge Doolin Instagram

Person generated content

You know what else is vital? Other people’s stories! 

72% of buyers believe that that information submitted by other prospects is extra credible than model-created material

Primarily over the previous handful of a long time, consumer created articles (any written content produced or posted by people on the net) can establish to be tremendous beneficial to use as section of your on the net promoting system. Smartphone digital camera good quality and the increase of influencer culture has established a great deal of novice photographers, critics and social media-obsessed travellers. User produced articles will reinforce belief in your manufacturer, perception of your manufacturer and it will in fact amplify your tale and values. 

Much more than 70% of Fb end users are affected by tips from close friends and loved ones when determining which travel possibilities to ebook

You really should glance at person generated material as not only an efficient way of utilising guest content material for brand name storytelling but also as a kind of conversation with other friends.

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