Stories, ideas and resources for the hotel industry. Updates on building brands, direct bookings, revenue management, social media, hotel advocacy, and more from Flip.to.
Author: Hunter Garrett
Content Strategist for Flip.to. With roots in photography and film, Hunter got his start in content strategy for the Discovery Channel. It's been love at first sight ever since. With a relentless desire to learn new things, you might catch him nerding out on just about anything, or pondering life's toughest questions like, "How come abbreviated is such a long word?"
Conversations on marketing and data are no longer confined within the walls of brands alone. As headlines around the world show, now more than ever the general public wants to know that brands are trustworthy, especially when it comes to how their personal information is being used.
To really get better, it’s important to understand why these events came to be in the first place. As we see it, they’re in large part (long overdue) fixes to spammy marketing practices, fake news, clickbait, and the like, that have people fed-up. And so change is happening.
Now we’re setting out to help travel marketers adapt. Below, I discuss a short history of how we landed here, plus the first step–being a good steward of customer data, and thus a better marketer:
There are some wins in all of this, too.
While immediate changes in how we market day-to-day might change, the truth is that these changes will also help us build our most engaged audience. And that means building stronger relationships with our travelers and customers, too.
Subscribe below if you want to stay up-to-date with more videos in the series, including a deeper dive into opt-in strategies and segmentation. Plus, we love collaborating with movers and shakers in the industry to make travel better.
I remember growing up it was nearly impossible to get our entire family to decide on a destination. That’s because we all had different ideas of the perfect getaway. In the end, my mom usually called the shots. Today though, I’m calling the shots (sorry, Mom.)
Working at Flip.to for two years now, I’ve seen countless guest stories that inspire me to travel. Below are just a few of my favorites that made my must-do bucket list.
Alyeska Resort – Girdwood, Alaska
“Ski day with a view! Beer apreś ski, who would say no?” — Marlene P.
I’ve only been skiing once, and it wasn’t pretty. However, when I took a peek at the stories from Alyeska Resort’s guests, I can’t help but want to give it another shot. Plus, Jeff, our CMO and seasoned skier, shared some of his pointers over so I’m feeling pretty confident about my new moves.
Turtle Bay Resort – Kahuku, Hawaii
“Where better to make family memories with our kids. If summer has to end, this was the way to end it.” — Christine B.
Gunflint is a place my entire family would enjoy (even my mom). I’d have to take a trip out to Judge C.R. Magney State Park and snag a few photos before taking these canoes out for a sunset ride.
Red Mountain Resort – Ivins, Utah
“I loved all the people we met, the staff and the variety of activities to choose from. My favorite day was the day we went canyoneering. It was so much fun!” — Lana F.
If you asked me lately where I wanted to travel to the most, I probably said Utah. Its four national parks are a photographer’s dream and have been on my list to go since first taking up the hobby. This photo from Lana, a recent guest of Red Mountain Resort, is the exact view I want to capture.
Hotel El Ganzo – San José del Cabo, Mexico
“An amazing destination experience! Luxurious, sophisticated, quiet, calm and totally cool! Best view, sleep, breathing, dining, sunset ever! I cannot wait to go back – please hold a room for me.” — Jeanette G.
Hotel El Ganzo is a creative and artistic getaway that looks right up my alley. The incredible views, pool, rooms, food and hospitality makes this an easy pick for me.
Kiawah Island Golf Resort – Kiawah Island, South Carolina
“We loved the family feel atmosphere, the service and personnel were fantastic. We will back again.” — Monica C.
The perfect vacation wouldn’t be without a round at a pristine golf course. From what travelers share about their stay at Kiawah Island Golf Resort, I’m already looking up tee times.
Santa Barbara Beach & Golf Resort – Newport, Curaçao
““I went diving for the first time with my newly padi qualified 16-year-old daughter and I took this picture. It was a lovely day!” — James R.
Topping off the list would have to be a scuba excursion at Santa Barbara Beach & Golf Resort. (I mean, what good is being scuba certified if I’m not diving with dolphins?)
While these stories have inspired my bucket list, they’re doing so much more than that each and every day for these hotels. They’re reaching warm audiences, and helping introduce entirely new audiences of travelers, (better than any stock photo could).
For more on our take on content, check out the video below:
Looking for more inspiration? Venture on to our last collection of stories that inspire. See any stories that stand out? Let us know!
Every guest story is an opportunity for a hotel to unveil something new. Stories reach and inspire—they’re truly memorable, sometimes magical, and a lot of times, a bit of fun.
In a way, we’ve fallen in love with guest stories, and every day see firsthand the impact they’re making for hotels. That’s why we’re sharing them with you! Check out a handful of our recent favorites below:
Gunflint Lodge & Outfitters – Grand Marais, Minneapolis
“You guys were absolutely the best at guiding 3 rookies through the beauty of the Boundary Waters !” — Jaime R.
Jaime and his crew might be kayaking rookies, but the friendly, knowledgeable staff at Gunflint Lodge made all the difference. Plus, Jaime has joined over 70 fellow guests in Gunflint’s current photo contest, helping tell compelling travel stories to over 40,000 friends and family members worldwide.
Banyan Tree Mayakoba – Playa del Carmen, Mexico
“While at Banyan Tree we spent a day with a Mayan family. They showed us ruins, we cooked a meal with them, and Amy showed them how to take pictures with her phone–much to the delight of the adorable children.” — Larry S.
Larry and his family wanted the full local experience when they visited Banyan Tree Mayakoba. Not only did they get the rich culture of Playa del Carmen, they captured memories like this one that will be cherished for a lifetime.
As for the staff at Banyan Tree Mayakoba, this delightful story helps shape insight into the local side for future travelers.
Beach Street Inn and Suites – Santa Cruz, California
“Having a great trip! Last trip as of a family of 3 before this little guy becomes a big brother in August! We highly recommend Beach Street Inn. It was our first stay and will definitely not be the last! We loved it…the location, the beautiful room and great customer service!” — Monica B.
A peaceful moment captured during Sylvia’s stay at The Carlton Hotel speaks volume to the natural beauty that surrounds the property. She and her friends brought over 100 unique visitors back to the hotel’s site–the perfect demographic looking to escape on their next vacation.
Tanque Verde Ranch – Tucson, Arizona
“Absolutely the best family vacation we’ve taken! For a short time, we were all able to leave our daily duties and enjoy a relaxing but engaging time together.” — Janette L.
Janette, a recent guest of Tanque Verde Ranch, shared her favorite travel memory to a warm audience of adventure-loving friends. Tanque Verde Ranch is now at the center of a single story that has reached over 340 friends and relatives the perfect demographic for their resort.
Hotel Tybee – Tybee Island, Georgia
“Our kids were so excited to be at Tybee! They were “jumping for joy”!” — Kacie M.
Vacationers have escaped to Hotel Tybee for over 126 years! Now, after tapping into the advocacy platform for hotels, they’re telling a richer narrative to a massive, new audience of travelers. So far, 62 guests have shared their favorite moments to friends and family, reaching over 100,000 in just 12 days!
WorldQuest Orlando Resort – Orlando, Florida
“We had such a great family vacation in Orlando. The service was 5 star, our condo was perfect. I seriously cannot say one negative thing about the hotel, it exceeded our expectations. And thank you for the shuttle service to Disney !” — Michael F.
A trip to Disney and exceptional service along the way is every reason to celebrate. Plus, you’re never too young to enjoy soaking up the sun poolside.
The Reef Coco Beach – Playa del Carmen, Mexico
“Beautiful sunrise at the Reef Coco Beach, doesn’t get any better than this!” — Dani M.
What a wonderful way to start the day in Playa del Carmen, Mexico. Dani was able to bring 274 unique site visitors back the resort’s site, leading to 32 warm leads that can be nurtured into future guests. Plus, her story joined 53 other finalists, all with unique stories to tell.
Check back next month for even more. See any stories that stand out? Let us know!
A pair of eyeglasses is just a pair of eyeglasses. That is until it’s a pair from Warby Parker. That’s because, for every pair sold, another is donated to a person in need. Suddenly, everyone who buys a pair is part of an inspiring story–one that unveils something meaningful about each person.
In a world filled with an abundance of choices, an inspirational narrative is what sets brands apart. For your hotel, it’s no different. Richer stories—especially those shared by your guests–can help you break away from the competition, and increase hotel revenue while you’re at it.
Significant Objects was an experiment that studied the effect of storytelling on an object’s perceived value. Each object, most of which people would argue were useless relics, was purchased on average for $1.25. The objects in total came to $128.74.
However, when paired with a compelling story written for each object by a pool of talented writers, all the objects sold bid-style for a grand total of $3,612.51—over 27 times more than what they were originally purchased.
It’s clear that stories play an enormous role on perceived value to the consumer.
If that’s not enough proof, a recent consumer study from Hill Holliday, an ad agency in Boston, found storytelling had a positive correlation on a hotel’s room price. The room that was paired with a photo and story from someone that stayed at the hotel was worth 5% more than the same room with just typical accommodation photos and a description.
“Every time, the product that had a story pulled in more money than the same product without one. That’s a lift on no additional investment.”
Ilya Vedrashko, SVP and Director of Research at Hill Holliday’s consumer research arm, Origin, summed up the study nicely, “Every time, the product that had a story pulled in more money than the same product without one. That’s a lift on no additional investment.”
Why stories sell
One reason stories sell is because they simplify social proof—the idea that if someone has made the decision to purchase, then you trust their opinion to get a greater sense that you’re making the right decision when buying. In this case, the storytellers matter–this effect is even stronger when you know the person.
Well, your guests already have a lot to say. Take this quote from Meredith, a guest of Hotel Wailea, that we featured in a recent Stories that inspire:
“Beyond the stunning grounds, the incredible food, the pristine rooms, and the delicious poolside drinks, all of which I’d give 5 stars, I’d find a way to give 6 stars for the staff and customer service.
When we arrived after a whirlwind wedding week in South Carolina, we were exhausted and ready to relax. Thanks to a helpful tailwind and minimal traffic, we showed up a little earlier than expected and were greeted with leis and huge, warm smiles.
When someone loves their job, you can tell in their demeanor, and it was clear from the start that everyone at Hotel Wailea loved their job. That says a lot about a place right off the bat. The staff suggested we head to the pool for a quiet bite and a drink while they finished up with our room.
As we looked over the edge of the lobby at the 180-degree views of the ocean, we were in heaven, and as the cool breeze off the ocean hit our face, so did a wave of complete relaxation. We had just gotten here, but it already felt like home.” — Meredith A.
Quite the story, right? With impeccable service, stunning grounds, and a staff that made all the difference, it’s no wonder Meredith had so much to praise. Even better, this incredible perspective started with a simple question, “What was the best part of your experience with us?”
From richer stories to a more profitable hotel
You’ve seen how telling a compelling story can help increase hotel revenue. Now, I’m not saying marketers should slap on a creative narrative to a cheap product just to charge more. But you should consider and play up what’s unique about the experience at your hotel, and in doing so, you’ll be able to steer clear from relying just on price to compete.
By tapping into what your guests already have to say, you’ll be on your way to winning more business with authentic perspectives that your competitors can’t touch.
Every guest story is an opportunity for a hotel to unveil something new. Stories reach & inspire—they’re truly memorable, sometimes magical, and a lot of times, a bit of fun.
In a way, we’ve fallen in love with guest stories, and every day see firsthand the impact they’re making for hotels. That’s why we’re sharing them with you! Check out a handful of our recent favorites below:
Tanque Verde Ranch — Tucson, Arizona
“My daughter has always dreamed of being a cowgirl. I brought her to Tanque Verde Ranch this summer to allow her to feel one step closer to that dream. I took this photo on our first day, after she had just completed a cow penning session and wanted to share with me her new skills. It was at this very moment that I realized that she truly felt that she had accomplished her dream. Her pride is overflowing in this shot. My favorite photo. My favorite memory. Thank you TVR️.” — Annie F.
This priceless moment captured by Annie, a recent guest of Tanque Verde Ranch, tells a heartening story of her daughter’s dream of being a cowgirl. No stock image comes close to telling such a rich, authentic narrative of Tanque Verde Ranch.
South Seas Island Resort — Captiva, Florida
“Fishing with the little guy at the world famous Redfish Pass on the northern tip of South Seas. This is a picture and moment I’ll remember for a lifetime” — Jason F.
South Seas Island Resort is at the center of a memory that will be cherished for years to come. It’s special moments like this one that resonate with future travelers. In fact, Jason’s story alone has already led to 20 warm leads for the resort in just 2 weeks!
Hotel Wailea — Maui, Hawaii
“Beyond the stunning grounds, the incredible food, the pristine rooms, and the delicious poolside drinks, all of which I’d give 5 stars, I’d find a way to give 6 stars for the staff and customer service.
When we arrived after a whirlwind wedding week in South Carolina, we were exhausted and ready to relax. Thanks to a helpful tailwind and minimal traffic, we showed up a little earlier than expected, and were greeted with leis and huge, warm smiles.
When someone loves their job, you can tell in their demeanor, and it was clear from the start that everyone at Hotel Wailea loved their job. That says a lot about a place right off the bat. The staff suggested we head to the pool for a quite bite and a drink while they finished up with our room.
As we looked over the edge of the lobby at the 180 degree views of the ocean, we were in heaven, and as the cool breeze off the ocean hit our face, so did a wave of complete relaxation. We had just gotten here, but it already felt like home.” — Meredith A.
A stunning balcony view, and even more stunning service from an all-star staff is what true hospitality is all about. No wonder Meredith and her fellow guests have introduced over 81,000 friends and relatives to the property, generating an astounding 1,305 warm leads in just 2 weeks!
Essex Resort & Spa — Essex Junction, Vermont
“We’ve celebrated my birthday at the Essex since I turned 35 and since my daughter now shares my birthday, we thought it only fitting to keep the tradition alive. Girl gotta celebrate!” — Robin V.
The family tradition continues with a birthday celebration at Essex Resort & Spa. Not only did Robin help the resort tell a richer story, but this moment has been shared to 344 friends and relatives, leading to 15 leads in just 10 days.
One Ocean Resort & Spa — Atlantic Beach, Florida
“We love watching the sunrise from our balcony at One Ocean!” — Dr. Gary K.
Gary, a recent guest of One Ocean Resort & Spa, took a moment to enjoy the brilliant view, later sharing this special moment with 475 friends and relatives. In just a month he’s brought 327 to the resort’s site and generated 73 warm leads.
Hotel El Ganzo — Los Cabos, Baja California Sur, Mexico
“I enjoyed the pool and beach club very much! All of the employees were very nice. Our room was totally clean and we really appreciated the turn-down service.” — Hillary D.
Hotel El Ganzo is enhancing their marketing with rich, authentic content thanks to Melanie and fellow guests.
The Pines Resort — Bass Lake, California
“One of my greatest memories at Bass was rounding up everyone I could to play hide-and-seek all around the pines. We’d wait until it got dark, make teams, set boundaries and run all over the place!” — Melanie H.
The Pines Resort is at the heart of many memories for Melanie, who shared this moment from a recent getaway with friends and family. Her story has captured the hearts and minds of 1,200 future travelers and driven 387 site visitors back to a personal experience on the resort’s site—impressions more powerful than any ad.
Shawnee Inn — Delaware, Pennsylvania
“Groomed slopes! Nighttime Smore’s over a fire pit! A beautiful clear sky to see constellations! Our knowledgeable and enthusiastic guide who took us on a hike on the Appalachian Trail! So many exclamation points because we love Shawnee!” — Cheryl M.
Shawnee Inn is boosting revenue and telling a richer story, all while amplifying their brand with an incredible library of content.
La Casa Del Zorro — Borrego Springs, California
“Zorro never disappoints. From the amazing drinks at the Fox Den to the yoga classes to the starry nights and swims in the private casita pool, we can’t get enough of Zorro and it’s beautiful atmosphere. The perfect getaway!” — Tricia P.
This candid poolside memory shared by Tricia gives future travelers a glimpse into all of the fun that La Casa Del Zorro has to offer. It’s stories like these that attract new audiences and capture the attention of new travelers worldwide.
Check back next month for even more. See any stories that stand out? Let us know!
The cliché, “an image is worth a thousand words,” actually has a lot of merit to it. Studies have shown that images communicate a lot more than words in a lot less time, while triggering emotions and being easier to remember. As the web has grown to be more visually stocked, your guests are expecting a visual experience when they interact with your brand.
There’s just one disclaimer: your images need to be relevant to travelers at every point along their purchasing journey. Google has helped hoteliers make sense of the incredibly complex traveler’s journey, organizing it into what they call “micro-moments”—when people turn to a device with intent to answer an immediate need. (Thanks, Google.)
Here’s how they break it down:
Dreaming Moments
Planning Moments
Booking Moments
Experiencing Moments
Creating content that appeals to travelers in each moment provides your hotel a massive opportunity to win their business.
Here, we’ll explore the types of visual content to serve travelers when they’re in each micro-moment described above—and you’ll be on your way to a building a library of content and a relevancy goldmine.
Dreaming Moments
Dreaming moments are when people start thinking about wanting to get away. Here’s your chance to truly inspire travelers.
Take this Instagram post from Adrift Hotel & Spa. It’s a perfect example of the type of content travelers are looking for when they’re primed to be won over:
An eye-catching photograph and the use of strategic hashtags like #LongBeachWA make this photo discoverable by travelers dreaming of getting away to the Pacific Northwest.
There are some things to keep in mind with content that’s targeted for travelers in this phase of their journey. The first is to avoid using overly branded content or making presumptive asks like “book now.”
Also, stock photos should be kicked to the curb in most phases, but especially at this moment. Authenticity matters and a canned image can easily leave an uninspiring first impression.
Planning Moments
At this point, travelers have an idea of where they want to go, but still need to make up their mind on where to stay and what to do. As a hotel, your aim is to make it on the shortlist of their top places to stay, and now it’s time to convince them you’re the best option.
For Adrift, this might include sharing images of The Pickled Fish—a quaint beachfront restaurant located on the top floor—or the complimentary beach cruisers on their hotel’s web gallery.
With a quick visit to Adrift’s gallery or Facebook page, you’ll know it’s a haven for dog (and cat!) lovers. Not only does a post like this one perk the curiosity of a casual onlooker, it’s telling a richer story for the property.
Booking Moments
Yes, the moment of booking!
Here’s when traditional room photos come in handy. Feature images that are relevant to the accommodations that are being booked and ensure that these images are consistent with other areas of your website. The last thing you want someone to do at this point in their journey is feel like you’ve given them false information.
Be mindful of the amount of visual content that you use here. The goal is to get guests through the booking process, not distract them.
Experiencing Moments
Experiences are what travel is all about. These are the moments people cherish and are the ones they’ll want to relive and share with friends & family.
If a pre-stay email is part of your communication strategy, here’s the perfect opportunity to sprinkle in some richer imagery to build excitement for what your soon-to-be guests have in store. Highlight authentic guests stories, local events and businesses, and invite them to join the conversation on your social channels so they can continue to be inspired.
Once they’re on property, invite them to take part in the local community with thoughtful touch points and social shares. Here’s one from Adrift, inviting guests to visit one of their favorite suppliers—a local soap company.
The right image at the right moment can make all the difference on a traveler’s purchase decision. Relevant content in your communication with future, current and past guests is the key in capturing, nurturing and retaining lasting relationships for years to come. And that is what hospitality is all about.
Every guest story is an opportunity for a hotel to unveil something new. Stories reach & inspire—they’re truly memorable, sometimes magical, and a lot of times, a bit of fun.
In a way, we’ve fallen in love with guest stories, and every day see firsthand the impact they’re making for hotels. That’s why we’re sharing them with you! Check out a handful of our recent favorites below:
Crystal Lodge — Whistler, British Columbia
“Staff were unbelievably helpful and friendly. Ski valet staff always made time to have a chat about snow conditions, weather and best runs etc. Immense hotel, immense holiday!” – David B.
Crystal Lodge is a regular on this list. Their all-star staff is constantly making headlines with their guests. In return, their guests have helped this pristine Whistler property tap into over 200,000 authentic introductions in the last year alone.
Brentwood Bay Resort & Spa — Victoria, British Columbia
“Brentwood Bay is a magical place. Nothing more perfect then a warm summer day, renting kayaks & then finishing up with lunch and relaxation at the Brentwood Bay Resort. Doesn’t get better then this!” – Alexis N.
Alexis shared this fun moment from a trip to Brentwood Bay Resort & Spa. She and her fellow guests are helping Brentwood get introduced to travelers a degree away at a fraction of the cost of traditional marketing. Alexis alone has reached 11,000 friends and family and counting.
La Casa del Zorro – Borrego Springs, California
“I love Anza Borrego Desert State Park, and I love to stay at La Casa del Zorro when I’m visiting it. Who would have thought that such an amazing hotel would be in the middle of the park? The standards are very, very close to those maintained by the Copley’s in years past.” – Peter W.
This peaceful moment shared by Peter tells a candid story of the experience at La Casa del Zorro from a perspective only their guests can provide.
Caribe Royale — Orlando, Florida
“The best part of the hotel for us, is the pool area. We can sit poolside and watch the kids go down the slide, grab a drink and something to eat from there, or just relax on a float in the pool. When we get away to relax, it’s easy to do there!” – Trista S.
Caribe Royale reaches travelers perfect for their hotel thanks to guests like Trista. She shared the favorite moment from her stay, driving over 1,100 introductions back to a personal experience on Caribe’s site.
Pacific Terrace Hotel – San Diego, California
“We travelled from Seattle for an important audition. After spending the morning worried about where we would practice, we approached the front desk and asked if there was anywhere we would be able to go. We were escorted to the Caribbean Conference room, Raul was brought in to make the temp just right, and Sophia came back with tea and honey for us. Talk about VIP treatment… We couldn’t have been happier with our stay!” – Amy H.
Pacific Terrace is attracting new audiences and capturing new travelers worldwide when guests relive their fondest moments. This captivating experience, brought to you by Amy, is doing just that.
Buddha-Bar Hotel Prague — Prague, Czech Republic
“Buddha bar hotel is a body and mind experience” – Anastasios A.
Buddha-Bar Hotel is warmly introducing their hotel to a global audience before their competitors even have a chance. They’re turning warm introductions into future reservations, each and every day.
SeaVenture Pismo Beach Hotel — Pismo Beach, California
For guests like Igor, SeaVenture is turning the excitement for an upcoming trip into authentic introductions. A view like this is enough to get anyone excited for an upcoming trip to Pismo Beach!
POSTMARC Hotel & Spa Suites — South Lake Tahoe, California
Hotel Zephyr is getting seriously good, personal introductions from guests like Christine. Together with her fellow guests, Hotel Zephyr has reached the people who matter most—to the tune of three-quarters-of-a-million in just the last year.
Check back next month for even more. See any stories that stand out? Let us know!
“A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.”
Notice that it’s more than just creating content to put in front of your guests. It’s creating effective content with a purpose—to educate and inspire.
And when it comes to this strategy, in particular, hoteliers can take cues from brands across every industry. From the most extreme examples like Red Bull TV to the more subtle like Leadpages, they all have one thing is common: incredible content marketing and storytelling.
The case for better content
There’s no shortage of content out there on the internet. Just about everyone is creating it. But is it effective? It’s critical to measure if your content marketing is working. To do this, you need to define what success is from the start. What metrics are important to your hotel? What are the wins (both large and small) to get you there?
Without a clear plan in place, it’s easy to fall into a trap of creating more content rather than creating content that’s actually effective at meeting your goals. Remember the endgame here—create interest, relevance and relationships with your guests.
According to Ann Handley, Chief Content Officer at MarketingProfs, there’s no one way to do just that. But she does offer a few suggestions to consider for your next piece:
Focus on empathy and experiences
Focus on relevant and inspiring stories
Focus on making it useful
Great content = Useful x Empathic x Inspirational
It’s important to note that all three factors are needed. Without one, the system (and it’s effectiveness) fails.
The case for storytelling
The medium you use to distribute your work and even what you define as useful or relevant is completely dependent on your brand, guests and business goals. For hoteliers, in particular, stories have an important role to play.
Stories help build powerful connections with guests, creating loyalty and trust that can make a hotel stand out from the competition. Let’s dig into why.
As your story is cultivated, it develops into a powerful means for future travelers to learn about your hotel and the experiences your property has to offer in an authentic way. When all of these things come together, that’s when your guest is ready to book.
Stories are empathetic
Your guests are the core characters of your hotel’s story and they have relevance to the people they know—future travelers perfect for your hotel. It’s hard for these prospective guests to identify with a building. But your guests’ perspectives offer an authentic connection that resonates. They’ll breathe life into your hotel with messages that traditional advertising can’t touch.
Don’t just take my word for it. Robert McKee, regarded as one of the best brand storytellers, said in this interview, “When a story stars a consumer, there’s a kind of natural empathy. That character is a human being, just like me.”
Stories are inspirational
Stories engage consumers, pulling them in to participate in the conversation, rather than telling them what to think. Plus, stories evoke emotions, and emotions inspire us to take action.
Just remember that authenticity matters here. Travelers see right through content that’s not authentic and you’re running the risk of losing valuable credibility with your audience.
Brands across every industry recognize that storytelling is an effective avenue for marketing. It captures what today’s consumers want: useful, empathetic and inspirational content. For the hospitality industry, adapting this mindset while enlisting the help of your guests will be a win-win for your hotel.
At Flip.to, we’ve made our careers in hospitality. Now, we’re certified in advocology. (Our science-y approach to turning advocacy into revenue.)
On this team, we aim to hire amazing people, which is why we’d like to introduce Matt—dedicated Account Manager and “punny” guy who settles for nothing less than huge wins for every customer.
Airbnb is big in media, sweeping the airwaves and grabbing a huge share of attention across the web. But one topic in particular is close to home for hoteliers—a new Morgan Stanley report on their incredible growth from 2016 into the new year. It’s hit every news outlet in the hospitality sector and beyond, from Skift, to Tnooz, to Bloomberg.
According to the new report, Airbnb currently holds about 18–19% market penetration in the accommodation sector (up from 12% last year,) and is expected to grow to 23-25% over the course of the year. It’s being felt in both leisure and corporate travel, with nearly a fifth of both types being hosted by an Airbnb member.
The bottom line, hoteliers are feeling the pressure. But what else? OTAs aren’t. Tnooz reports that according to Morgan Stanley, almost half of respondents shifted stays away from traditional hotels, with the same outlook on the horizon for 2017.
What’s interesting is that this is a decidedly different message than the same Morgan Stanley report on Airbnb a year prior stating that, “we don’t see Airbnb materially impacting the hotel industry,” and, “Airbnb’s threat to the OTAs is larger and multifaceted.”
So why is the demand for Airbnb coming out of the pockets of hotels and not online travel agencies? OTAs have the tech and capital to keep up.
The good news is that hoteliers can compete with Airbnb and OTAs. Here are some tips hoteliers should consider for regaining the attention of travelers making the switch to alternative accommodations.
Be the local expert. Travel has always been deeply rooted in experiences. Who better to guide the local experience that your hotel is a part of than your team on the ground? Use your onsite employees for perspective when communicating with guests. Plus, develop close partnerships with local businesses to offer guests unique experiences that satisfy their curiosity to explore new places.
Make your communication personal. Travelers have been pelted with marketing jargon—so much so that many are tuning it out. Hospitality thrives because of the personal relationships hosts build with their guests. Bring your staff to light. Make the communication in your digital experience the same level of personalized service you provide on site.
Compete for travelers’ attention long before they’re ready to book. Travel decisions start well before a person is ready to buy, yet there’s a huge amount of advertising effort (and dollars) spent here. Use this as an opportunity to target inspiring content to travelers long before it’s time to purchase. The inspiration and discovery phases are a prime opportunity to make an impression and hook future travelers.
Airbnb is here to stay. But hotels still have their own competitive edge. It’s important for hoteliers to play up those strengths and build on the personal relationships that define hospitality.
If you come across any articles you’d like us to feature on our next rundown let us know!
