H
umans are hardwired to respond to stories. From Greek myths to reality TV, stories hook us emotionally, intellectually, and chemically — research shows that stories trigger the “feel-good hormone” oxytocin in the brain, while reducing levels of the stress hormone cortisol. There’s also a phenomenon known as “narrative transportation,” in which we become so engaged in a story that we feel as if we’re inside it.
Stories (and the emotions they evoke) are a huge driver in consumer decision-making. They’re also more memorable than data: In a marketing study conducted at Stanford, only 5% of people who were given a business pitch were able to recall any of the statistics included, but 63% of attendees remembered the stories. So, it makes sense that brands have been tapping into the power of storytelling in marketing since we first came up with the concept of buying and selling.
Storytelling in Marketing: A Very Brief History
Once upon a time, ads on papyrus were discovered in the ruins of Pompeii. In the 1800s, paperboys called “newsies” sold papers by shouting the day’s headlines in the street. Procter & Gamble peddled soap by creating radio dramas to carry its ads (hence the “soap opera”). Nowadays, every other TV commercial features a miniature story arc. (For one beautiful, wordless example of storytelling with a surprise ending, check out this Mayo Clinic “Road Trip” ad.)
Even as marketing strategies have become increasingly sophisticated over the centuries, it’s still the stories that people respond to. What is social media but a humongous collection of very, very short stories? The glut of options and the rising tide of AI-generated content have only increased the value we place on authentic storytelling.
Here are three impactful ways to infuse more storytelling into your marketing approaches for your destination.
Tell Your Brand Story
In general, marketing works best when it’s about the consumer — what they’ll experience at your property and how it will provide a “solution” to their “problem.” But there’s a big exception to that rule: your brand story.
Your brand story is the narrative of your brand over time. Think of it as the “who, what, where, when, and why” (essential elements of every story!).
- Who you are: Give a sense of the real people who guide and care for the property. Names and faces, please! Share your values, motivation, and vision for the destination.
- Where your brand came from and when it began: its history, origins, and key milestones. Has your hotel or resort been in one family for decades? Is it a newly hatched dream come to fruition? Trace your brand’s origins back to its inception, including any challenges it’s overcome along the way.
- What your property is like: Share concrete details and images of the physical site and the environment around it, including how it’s changed and evolved over time, as well as less tangible aspects, like its unique atmosphere or offerings.
- Why consumers should care: Here’s where you can shift the focus to your audience. Explain how your brand’s values and evolution inform what guests will experience when they stay at your property.
Once you’ve laid out the elements of your brand story, make sure that content is front and center on your About Us webpage — ideally with both historical and current images of your property and the people involved. Your brand story should also be woven throughout your marketing, informing your messaging, visual identity, and social media presence.
You can also hone in on aspects of your story in a custom in-room magazine that brings your brand identity to life. This long-form medium is the perfect place for all types of storytelling — plus, print magazines are making a comeback right now.
Create an Emotional Arc
How can you transform straightforward promotion into evocative storytelling? The key is to create narratives that tap into the emotions of your audience, allowing them to place themselves into the “action,” so to speak.
For guidance, let’s turn to the Hero’s Journey, a centuries-old story framework that tracks the arc of the protagonist’s transformation through 12 distinct steps. Here’s how a few of those steps can translate to storytelling in marketing for hotels, resorts, and destinations:
- The Call to Adventure: Show the moment when your protagonist feels the urge to leave their familiar surroundings and venture into the unknown. This is the “problem” in the problem/solution equation. Maybe it’s the first paragraph of a blog post about an engaged couple who needed the perfect venue for their huge extended family but kept running into obstacles — until they found you, of course. The call to adventure could even be a simple call to action or a subject line of an email you send in January: Ready to escape the midwinter blues?
- Crossing the Threshold: This is where the hero/heroine leaves the known world behind and crosses into the unknown, often encountering tests and trials along the way. You could depict this threshold literally, in a short video taken from the guest’s perspective that shows what it’s like to arrive at your site and what you’ll encounter when you take the first step inside. Be sure to note the ways you make the “crossing” easier, with special offers or introductory packages.
- The Reward: Your guest has stepped out of their known world, navigated the barriers to arrival, and now they can immerse themselves in the fabulous rewards of their vacation. Show what this feels like in evocative words, lush images, and immersive video that tap into the senses and activate the brain’s reward system.
- The Road Back: The protagonist begins the journey home transformed — in this case, rested, reenergized, and determined to come back soon. Here’s where you can describe the restorative experience your property offers and share guest testimonials (more on that below).
Your in-room magazine is a great place to utilize this storytelling framework, but you don’t have to incorporate all of these steps into every story — each one can also be a mini story in itself.
Share Other People’s Stories
User-generated content (UGC) — guest testimonials, videos, and reviews — is a foundational aspect of storytelling in marketing. UGC is one of the most meaningful ways to build authenticity, trust, and brand authority, all of which are vital for standing out amidst a crowded digital landscape.
Guest stories can generate up to five times more sales than paid ads, so you’ll want to showcase your glowing testimonials as much as possible. Here’s how:
- Feature UGC on social media: Regularly share guest testimonials, images, and videos on your brand’s social media platforms. This fosters a sense of community and encourages other guests to share their favorite moments from staying at your property or destination.
- Create a story gallery on your website: Design a section on your site where you collect and display user-generated content. Then, direct audiences to this central hub via email and social media posts.
- Tell a longer story: Follow up with guests who leave particularly moving or engaging reviews — if they had an amazing experience at your destination, they will probably be excited to share more details. Craft a narrative or Q&A, publish it on your blog and in your in-room magazine, and share it in email campaigns and on social media.
Need help brainstorming how to bring storytelling into your marketing strategy? Here’s how our content team can help.