The importance of crafting your hotel’s brand story


“Marketing is no more time about the things that you make, but about the tales you convey to.” Seth Godin

Storytelling has been around given that working day dot. It really is been the way we have communicated and linked with each and every other endlessly, and provided the reality that our brains are wired to answer to well-crafted narrative, it really is not likely that this will at any time modify. 

We have a tendency to get wrapped up in the daily regimen and to get comfortably set in our ways of carrying out points. You may possibly be occupied, or you may possibly just imagine factors are ticking together nicely, no require to repair anything that’s not broken. Possibly sometimes you hear buzzwords – or what sounds like buzzwords – and you assume, that does not apply to me or my hotel. It only applies to the bigger models, the kinds with even larger scope and greater budgets. 

Not real!

Persons are bombarded with so several messages from businesses hoping to provide them some thing on a daily foundation that they’ve become innately wiser to the sport. They will not want cold phone calls or random mass mails or junk by the letter box. They be expecting more, and it will take a lot more to definitely appeal to them. 

We can all profit from the principles of very good internet marketing and storytelling, nevertheless ‘big’ they seem to be. The key is to get the logic and use it to your business enterprise in whichever way you can. Despite the fact that it undoubtedly wouldn’t harm if George Bernard Shaw employed to regular your property, you will not necessarily need a wild hook to fascination persons. Examine on for extra on the relevance of crafting your hotel’s brand story.

What’s it all about?

Manufacturer storytelling is all about crafting a story or stories that endorse the values your firm and consumers have in prevalent. The complete intent of model storytelling is to use narrative to hook up with persons. 

It isn’t going to just seem superior – it can definitely advantage your brand in tangible methods like: 

  • Raising attain and boosting social media engagement
  • Elevating brand recognition & familiarity
  • Enhancing model loyalty
  • Producing far more income

In purchase to do all of this, you need to have to make a decision very first who you might be speaking to. The moment you have your audience or your guest personas nailed down, you have a far better idea of what they want and how you can accommodate these needs with every thing you happen to be about and what you have to supply. Not only this, but you know the variety of tone and language they will respond to – which is quite vital. If you will need a reminder on how to set up or re-create your brand’s tone of voice, a fantastic trick is to attempt consider of your hotel as a particular person, and describe its identity in 3 text. 


Resource: Airbnb

Maintain your message regular or you can expect to shed focus

Keeping your messaging steady throughout all of your platforms is a massive portion of how thriving the shipping of your brand name story will be. You have to have to have a obvious concentrate. Every single part of your messaging from your web-site to your e mail and social media has to be integrated and not fragmented. If there are messy bits and pieces everywhere – an odd nod to a home or grounds attribute not reflected anywhere else, or an give price tag with no track record home depth – you will probable be scanned quickly and neglected about, and the possibilities of anyone recognising your model and becoming slowly common with its splendor, worth and traits is trim. 


Seafield Lodge – website


Seafield Resort – social

What channels should really you use?

Believe very carefully about what channels you select to use. Probably you’ve got been on Facebook for many years but scarcely put up on the platform? Your channel utilization need to arrive down to where by your friends are paying out their time, where you can access them, and wherever best you can talk your brand name story to them so they have a chance to connect and interact. Each and every conversation channel and even each piece of communication ought to have a purpose. It’s all much too effortless for channels to develop into siloed and out of the blue a absence of clarity and regularity turns into clear. 

Listen to our podcast on employing the suitable imagery for your strategies

Valuable and vital platforms incorporate your internet site, which should really hold the bulk of your brand story, values, characteristics, offers – everything about your resort, as nevertheless it is the system your hotel’s personality life in. You can contain limited video clips, visuals that enable to area your guests at the hotel dealing with what you have to supply. 

How can utilising automation support your hotel?

Emails, newsletters, blogs and social media campaigns are also a excellent way to converse with your picked out visitor personas. Your social written content has the power and independence to be a minor imaginative and emotionally compelling. Your site can tell the tale of certain factors of your property like – the meals, locale, space and many others. Decide on your social media platforms meticulously and use your wise tech stack and knowledge to advise your electronic mail marketing strategies. Be clever with how you talk, recalling what we claimed previously about people’s anticipations becoming bigger. You also have to look at your OTA channels, your Google My Enterprise etcetera. They are all contributing to the story!


Resort Doolin Instagram

Consumer created content material

You know what else is significant? Other people’s tales! 

72% of individuals imagine that written content submitted by other buyers is more credible than brand-created material

Specifically more than the last few several years, person created content (any content designed or posted by people on-line) can show to be tremendous precious to use as portion of your on the internet promoting technique. Smartphone digicam high quality and the rise of influencer lifestyle has designed a whole lot of novice photographers, critics and social media-obsessed travellers. Person generated material will strengthen belief in your brand name, notion of your brand name and it will truly amplify your story and values. 

Much more than 70% of Fb people are motivated by recommendations from close friends and spouse and children when selecting which vacation solutions to ebook

You really should search at person generated written content as not only an powerful way of utilising guest written content for brand storytelling but also as a form of interaction with other visitors.

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