Ideas

The hotel marketer’s guide to the galaxy: Facebook’s search for authenticity

2017 was a year of ups and downs for Facebook. They faced some hard questions, rooted to perhaps a bigger quandary: What is the purpose of Facebook—and all social platforms? To quote Douglas Adams and the all-famous Hitchhiker’s Guide to the Galaxy, I imagine it went something like this:

“The answer to the great question of Life… The Universe…! And Everything…!”

I mean, let’s face it: if nearly a third of the world’s population are on the bandwagon, it’s certainly a question worth pursuing—what is the greater purpose of social media? We’ve put some “Deep Thought” to that ourselves. (See what we did there?)

“Being “social” revolves around the idea of people sharing personal experiences with friends and family—travel conversations that hotels have long tried to join.”

Ultimately, it seems clear that the answer is conversations between people. (Either that, or 42.)

Well, then brands got in the mix. And while “social” media aimed for authentic connection, it became—and continues to be—neither personal nor between friends, quickly resembling another paid advertising channel.

Facebook took notice. So, citing a focus on meaningful connection and “bringing people together,” Facebook founder and CEO Mark Zuckerberg (yet again) announced some overhauls to the social network for 2018. What does that include? To start, the prioritization of stories from users’ family and friends, limiting distribution of public content from businesses and outright demotion of “engagement bait.”

Historically, Zuckerberg has been vocal about the company’s “responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being,” so this most recent attempt to curate a more positive user experience is nothing new.

Facebook made a similar announcement in May of 2017 limiting the reach of posts that link to “low-quality web experiences.” More broadly, they’ve been shaping the user experience by means of their Community Standards for much longer.

Striking a balance between user experience and monetization is a delicate process, but the platforms call the shots… and increasingly pull the plug on the kind of lazy marketing that simply shouts at users, paying no mind to audience or context.

These changes are not insignificant for hospitality marketers, who are now faced with a new challenge: How do I shift my strategy?

Well unto this we say, “Don’t panic.” (Okay, last Hitchhiker’s reference, we promise…)

Here are some ways to shift your thinking and creatively stand out on the 2-billion-user social giant.

Take an editorial approach to content marketing

It’s no surprise that quality branded content is and will continue to be a potent strategy for your marketing. What defines quality? Think through who you’re trying to reach, and build toward creating interest, relevance and relationships with your guests.

Take a storytelling approach: focus on empathy and experiences.
Be sure your messaging is relevant and inspiring.
Make the content you create useful.

Even in the wake of changes to how social platforms organize and deliver content, what hasn’t changed is what travelers connect with: content that’s relevant, shareable and engaging.

One marketing tactic highlighted by Forbes is taking a straightforwardly editorial approach to content marketing, using human interest and engaging, accessible angles to make inspiration about your brand more shareable than ever.

Become the topic of conversation

If we know that Facebook’s aim is to bring the platform back to being a social network where conversations between people are the cornerstone, then ultimately, the exchange of stories between family and friends is the only truly organic reach you’ll have.

What’s more, no matter how creative your content, the power of a traveler speaking for you is unmatched.

Just know this: becoming the topic of guest conversations cannot be forced, and you can’t manufacture or mass-produce authenticity. However, you can empower travelers with the tools to kickstart those experiences by letting them tell their stories in warm ways.

So, how do you become the topic of conversation?

Spoiler alert: it starts by providing an incredible guest experience at your hotel, complete with stories worth sharing. (Breathe a sigh of relief. You’ve got this already.)

Another powerful way to become the topic of conversation? Encourage your travelers to become storytellers for your hotel. Why? Travelers are inspired by experiences, and they trust the folks they know.

Give them a platform to share, and pair it with experiences and conversions that make sense for this new audience. You’ll reach new audiences in the most trusted way possible, inspiring new travelers along their path to visit your destination.

Micro-influencers have powerful reach and can harness trust much more effectively than an ad ever could.

Reimagine an audience-focused approach to paid advertising

With these changes in mind, it’s apparent that paid will continue to be part of a well-rounded social strategy.

Yet in a day and age when travelers are constantly inundated with content and advertisements, it’s no surprise that reaching audiences with ads can be a challenge. Social audiences have learned to tune out content they don’t care to see—both actively and subconsciously.

So how do you thoughtfully and creatively engage travelers through advertising?

Apply the same principles of relevance, thoughtfulness, and storytelling to set yourself apart. When advertising your hotel, sell travelers on an experience instead of a price. Use simple, memorable and accessible imagery that conveys a story instead of a commodity.

Instead of using messages designed to be catchy or flashy, use what you know of your audience in order to tailor your message through the use of high-quality targeting, such as Facebook’s “custom audiences” feature.

At the end of the day, all three of these avenues build upon one another to tell a powerful story about your hotel and reach future travelers.

This is more than just our take—it’s also a cautionary tale: without authenticity and storytelling to back up your marketing, you’re fighting a losing battle against both your audience and your platform. So don’t find yourself left behind!

How are you adjusting to the shifting marketing landscape? What strategies have worked for you, and what other brands do you see making big strides? Join the conversation—we’d love to hear from you!

Better together: Fueling great partnerships

Here at Flip.to, our place in the industry is pretty unique. We get the chance to work with some incredible travel brands—and more importantly with the talented people behind them.

While that includes hotels, resorts, vacation properties, destination marketers, and the like, it includes the wide array of folks we call friends and partners.

So, what makes a great partnership? For one thing—some of the same things that make great friendships, and that’s great people.

Aside from that, we see partnerships as an opportunity to lean on our relative strengths in ways that everyone benefits. That means joining forces with forward-thinking vendors, agencies, and even individuals who embrace where we strive to take travel marketing.

Core to those values are the power of storytelling and authenticity. Combined, they unlock the ability to reach and inspire travelers, nurturing them along their journey to conversion (rather than flooding them with an overabundance of “book nows” and discount offers).

Ultimately, like us, they aspire to evolve the way hospitality marketing is done in a way that’s a win for travelers, great for business and incredible hospitality all at the same time.

So I’ll ask again—what makes a great partnership?

Look no further than Fuel Travel, a shining example of all of the above. We knew from the start that we’d be a great fit, (and not just because they’re gif-jedi-masters).

From adapting to improve guest experience and prioritizing relationships, to being vocal about marketing values like storytelling, they guide their customers down the best path for their hotel and guests. Fuel goes above and beyond to educate and provide value to the hotel marketing industry far beyond just their products & services thanks to efforts like their blog and podcast content, connection to industry contributors and more.

Fuel’s own COO, Stuart Butler, paid us a visit recently and shared some candid insight on partnering with Flip.to:

To learn more about Fuel Travel, hop over to www.fueltravel.com and be sure to check out Fuel’s weekly hotel marketing podcast.

If you’re as passionate as we are about changing the landscape of hospitality marketing and feel like we’d be a great match, let us know. Hospitality moving & shaking is always more fun when you get more great people in the room!

We asked: HomeAway boosts fees for 2018—but what’s the cost?

If you’re at all tuned into news circling the vacation rental industry, it was hard to miss HomeAway’s announcement on new 2018 fees making waves last week. We first came across it in Amy Hinote’s latest piece on VRM Intel.

The tldr:

HomeAway will increase subscription fees 25% (from $399 to $499 per listing)
In addition to this increase, for direct bookings from guests who previously used HomeAway in their travel research, they’ll charge a 10% transactional fee

In other words, for direct bookings made where HomeAway can attribute similar searches on their websites, they stand to take a piece of the pie—what they’re calling performance credit for “off-platform” bookings. Amy sums the cost increase in a way that puts it in perspective: this adds up to over $700k from an average vacation rental management company managing 250 properties.

But in the long term, what’s this big news really mean for rental managers at large?

Now that the initial story has had a little time to settle, we asked around to some of our friends (and foremost authorities in the industry) to see their initial thoughts, and recommendations for a path forward.

Take a peek at their insights below:

Alex Husner, CMO, Condo-World Resort Properties

“While I understand the reasoning behind wanting to prevent leakage of bookings off HomeAway’s platform, the most recent announcement has the potential to be a paradigm shift for what is deemed acceptable in vacation rental/OTA partnerships. HomeAway is learning from Expedia’s early days and is working to apply this hindsight as quickly as possible. Had technology been as advanced years ago as it is now, Expedia would have asked to match back email addresses/dates and to be paid a commission for any bookings that originated from a search on their site. Could Expedia do that now with their hotel clients? Sure…but the hotel/OTA relationships are far too involved and strained at this point to attempt something like that. HomeAway is still at a relatively new stage in their relationships with VRMs, many of whom are highly vested in the company from both a software and advertising perspective and consider themselves at mercy to any changes the company wants to make.

Between the addition of the booking fee a couple years ago, to removing the ability for VRMs to communicate with guests during the booking process, and now implementing a match back process to automatically recoup any bookings made off platform — HomeAway is making it hard for both guests and VRMs to want to do business with them. With this newest announcement, VRMs could potentially pay double commission and LOSE money if a guest searches on HomeAway but then books on another OTA. (Example: 10% to HomeAway and 15% to Booking.com = 25%… which is well above the average commission fee for most PMs).

Removing the ability to communicate with guests has also been troublesome for us—if HomeAway were to truly facilitate the booking from start to finish, we would have no problem with not being able to communicate with the guest. But to provide a lead—and then restrict what information can be sent, and how it can be sent—creates a customer service and operational nightmare.

Total OTA revenue only makes up 3% of Condo-World’s annual sales— but there are many in our industry who rely specifically on HomeAway/VRBO for up to 70% of their sales. All of our listings are pay-per-booking, so we are going to continue on with 2018 as normal and then evaluate the true effect of these changes at the end of the year.”

Stuart Butler, COO, Fuel Travel

“This is a greedy move and one that could backfire. There’s no way I will recommend that my clients participate in this new model. The notion that HomeAway claims 10% commission for bookings where a consumer at some point made a search on HomeAway is nonsense. We know that consumers shop around and look at the same property on multiple sites. What if they all did the same thing? Imagine if a consumer finds your property on the local CVB site, then shops you on HomeAway, TripAdvisor, and another local portal, before finally booking on your own website. Are you to give 10% commission to all four of those touch points? What if they also saw a retargeting ad for your property and that vendor also took another 10%?

My advice for rental managers is to boycott HomeAway. Spend your time crafting an amazing book direct strategy by creating a frictionless, mobile-first booking experience, applying psychological sales tactics through the funnel, and providing unique value and incentives to guests who book direct.”

Matt Raab, Director of eCommerce, Sterling Resorts

“I believe the move is intended to drive PMs away from their subscription program and onto their pay per booking program. When Expedia took over it was expected that the way HomeAway collects revenue would eventually mirror Expedia. The transition started with the introduction of pay per booking, then elimination of subscription levels, and now the latest changes. Within a year or two subscriptions either will not be economical anymore in comparison with pay per booking or be outright eliminated as an option.

Diversify and develop brand loyalty. We will be staying on the same path we began down long ago—with integrated software and connections partners most third party websites are easy to add as distribution channels. We utilize as many that make sense to us in terms of cost and rental policy.

With the right technology partners, there is not a manpower burden, and it makes a significant impact on the percentage of revenue that originates from HomeAway. Once the guest is booked, however—from any channel—the goal is to collect data, impress the guest, and rebook direct. This sector is where the most exciting new technologies and services are being developed.”

Even early on, the news is hard hitting. A vacation rental owner and manager in the Southeast went on to add this:

“Bold move for sure because they risk owners who will leave because of the increased pricing. Also, curious how they will access Vacation Rental Managers data to know who to “charge” other than Escapia and V12 users, as they can potentially access those databases because they are HomeAway PMS’s.

As a VR Manager, we are not, and will never be, in a position to pay websites which a guest visits prior to ultimately booking direct with us. That is ridiculous.

Our path forward will be to educate all homeowners as to why they should put their units with professionally managed companies who can help them better navigate the ever changing vacation rental market.”

We have a feeling this story is far from over. Got perspectives on this (or anything else bubbling up in the VR industry)? Join the conversation.

In the meantime, get the full scoop in the original VRM Intel article, and for more like this give Amy a follow here.

Academy: the scoop on advocates and warm leads

At Flip.to, we help turn travelers into advocates—a powerful marketing force who introduce people around the globe to destinations and hotels. There’s really no better way to get introduced to the folks you’re already trying to reach.

Every so often, we get the question, “So, who are my advocates, and what will they do for me?” (And we’re still trying to settle that tricky advocates vs. avocado dilemma…)

Well, rather than spell it out here, we figured why not tell you ourselves! Tune in below—I’ll let our Director of Partnerships, Ricky take it from here.

A team of advocates:

From warm lead to future traveler:

In short—your advocates are powerful. When trust becomes your new currency, you can bank on big impact. The best thing? We track the impact every step of the way, from warm leads all the way down to booked room nights.

Are you a destination or hotel looking to level up? Get in touch here. We’ll share how advocacy is changing the game for the hospitality and tourism industries worldwide.

Watch now: Why Inspiration

Scott and I go back over 20 years. He’s the EVP of Marketing at Visit Myrtle Beach, but he also happens to be a leader in destination marketing. Though the landscape has changed dramatically, Scott has continued to evolve to keep Myrtle Beach top of mind with travelers everywhere.

He’s also someone I’m glad to call a great friend. (Neither of our hairlines has changed in the last 20 years!)

Scott recently sat in with the team here to give his take on why competing in the inspiration phase is such a critical piece of any marketing strategy—a point that resonates (and not just for destination marketers.)

Tune in below as he shares some great insight:

The big picture: it’s incredibly hard to compete with the big guys at “Book Now,” and Scott’s take reinventing the approach for travel marketing is spot on.

Dig into more from Tnooz and Google or for more like this, give Scott a follow here.

And for you destination marketers out there—interested in how advocacy is changing the game for destinations worldwide? Let’s chat. (I promise you’ll be in store for a fun conversation.)

Micro-influencers: why trust trumps ads

Micro-influencers can make a huge impact for your hotel marketing strategy—they’re trustworthy, authentic, and can even trump the influence of someone who has a large number of followers. Tune in as I share why:

Want to make micro-influencers part of your strategy? Check out Adweek, Venture Beat, and Jeff Bullas, or get in touch with me here.

Stories sell: how storytelling can increase hotel revenue

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.

How? Stories shape travelers’ perception of value, urging hotels away from competing so heavily on price.

The science behind stories

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.

How storytelling can increase hotel revenue — Courtesy of Adweek / Hill Holliday

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.

There are a ton of explanations why social proof is effective, but what does it look like for hotels?

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.

Marketing for vacation ownership: tips to step up your lead capture

Vacation ownership has evolved over time. It started with the idea of bringing your family to a resort and creating memories together year after year. Hospitality giants like Disney, Hilton, and Marriott took note and quickly helped grow the industry.

Today, the marketplace has an abundance of options, including Airbnb, HomeAway, and VRBO. The internet paved the way for change, and in just a few clicks, travelers have hundreds of choices available to them.

For vacation ownership marketers especially, the task of finding qualified leads and converting them into happy, long-term owners remains a demanding job—one that’s more of a necessity than ever.

Start by considering your advantages and identifying your unique challenges

Ownership can be a ticket to better vacationing and offers a unique experience over traditional resorts. It’s an investment that provides an advantage to families as resorts are often perfectly located and offer spacious, high-quality accommodations and an abundance of amenities.

But even more, ownership gives way to memorable moments that last a lifetime—those your owners and members will want to share with the ones they love. As marketers, you can tap into these special moments to introduce your hotel to more of the people you want to talk to.

But how do you do that? Below are some tips to consider when looking to put these insights into action, and supercharge your lead capture with qualified travelers.

1. Get hyper-targeted: reach & engage the right audience

Travelers are connected to a like-minded audience of friends and family who share the same taste in travel and purchasing habits. For the savvy vacation ownership marketer, it’s easy to see why the friends and family of your owners, members and even renters alike are the perfect demographic for your property.

Get introduced by converting your members and owners into advocates. Research from Nielsen shows people trust the recommendations they receive from friends and family more than any other, making this incredibly targeted reach even more valuable.

Plus, keep in mind that vacation ownership buyers often have a strong emotional attachment to the experience—these are moments with friends and family that they’re eager to share! Encourage introductions, build better relationships, and get rewarded.

2. Use the right calls-to-action

In order to step up lead capture, the right calls-to-action are critical. That’s because not everyone you encounter as a marketer is ready to buy.

This is especially true for high-value purchases where people weigh their options to ensure they’re making the right decision. If the only option is to ‘buy now,’ you’re constantly missing the opportunity to nurture that potential future owner because there is no relevant action for them to take or reason to get in touch.

Start by taking into consideration where a person is in their purchasing journey. Are they a first-time vacation rental visitor, or an old pro? According to ARDA, 42% of new owners first experienced vacation ownership clubs by renting before making a purchase.

With this in mind, it’s apparent as a marketer that the call-to-action for these different travelers also needs to be different.

For the first-timer, instead of offering up a discount, try rekindling their favorite moment after the stay. You’ll begin building a relationship on an emotional level, giving them a reason to return. For the old pro, they may be primed to open the conversation for the long-term purchase.

By delivering the right ask, you’ll not only capture more qualified leads, but you’ll better understand their intent to buy, and know when and how to communicate.

3. Nurture, don’t spam

Once you’ve captured your leads, treat them how you want your inbox treated—with relevant messages that have the right content and context.

Why is this so important? Every time you email someone with content they’re not interested in, you’re eroding your relationship. And these are hard-earned leads we’re talking about!

Instead, inspire them with relevant content.

One way to do this is with storytelling. Your owners and guests capture the widest range of experiences and provide the most candid insights into your property.

Blending these stories throughout your marketing and communications is a great way to replace spam content that is irrelevant to your audience. You’ll deliver high-value content that makes sense. In doing so, you’re more likely to get more shares and tours than simply spamming email campaigns to your database of leads. (Read more on canning spam.)

Once you’ve readied your relevant content, remember timing and context are important, too. Craft messages based on where they may be in the buying journey—especially as the path to purchase is not a single step, and for vacation ownership can be far more complex.

By following these tips, you’ll not only reach the best audience for your property, you’ll save time and be rewarded along the way.

Have tips on marketing for vacation ownership that you want to share? Get in touch! We’re always looking for new ideas in the travel space that help shape hospitality.

Storytelling: how to win travelers at every part of their journey

Hospitality and travel are two of the most experiential industries we’ll ever know. And yet, a survey of the marketing landscape in these two areas reveals a shortage of content that reflects just that—experiences that inspire people through candid moments that they can easily imagine themselves enjoying.

This leaves would-be guests bouncing from site to site trying to piece together a narrative to which they can relate. Google has cleverly termed this “travel snacking” and the comparison couldn’t be more appropriate.

Snacks are great, unless you’re hungry for a meal.

The issue is more pronounced when you look at how this applies to the traveler journey at large. For simplicity’s sake we’ll condense things into three stages: pre-stay, on-property, and post-stay.

As a marketer, you can divide each of these further into micro-moments, but as a whole these experiences are what define the guest’s perception and are an opportunity to shape the guest experience with a meaningful narrative that inspires your guest at every part of their journey.

Storytelling is, without a doubt, the most effective way to do so. Marketing jargon aside, science is on our side with this one. (Take that!) But seriously, research indicates that the brain makes little distinction between reading about and experiencing something. That’s incredibly powerful information.

Pre-stay

Long before a stay, stories serve to build the foundation of the guest’s expectations.

Instead of pushing messages about deals and discounts, tell an interesting quip about your hotel’s history, or offer a unique perspective on the destination that may intrigue a prospective traveler.

Remember, people travel to destinations, not buildings. By telling a compelling story about where your property is located, you position yourself as the facilitator of great experiences in your area. This inspires would-be guests to not only consider the destination, but also your hotel.

By operating with this mindset, two things happen. First, a good narrative will help you influence travelers in the early stages of planning, where there is considerably less noise and big opportunity to make an impact. Anywhere from 45-66% of leisure travelers are undecided or have multiple destinations in mind at the start of the travel planning process.

Second, by employing authentic stories, your hotel will differentiate itself within the market early on. Remember, there are a lot of options available to travelers and no hotel wants to become a commodity.

On-property

It’s impossible to overstate the importance the hotel plays in actualizing the experience once the guest is on property. It’s the storyboard from which the memory of the trip can take life.

As the operator, the hotel plays a fundamental role in facilitating the experience and ensuring the guest has a great story to share.

This is also the ideal time to get to know the guest. Understanding the audience means it’s easier to meet guests’ needs and provides the necessary context for crafting a unique narrative.

Combining data and storytelling allows you to gain context and present a narrative that’s true to your brand while also effective at inspiring your audience.

Post-stay

After the guest has departed, the industry-standard for communication tends to be a “thank you,” a survey, and then chasing the guest with templated marketing messaging. This typically persists until the guest opts out.

Sadly, there is rarely any effort made to infuse the highly experiential on-property experience into the messaging following the stay—and that’s a real shame. As a marketer, you can use this opportunity to build a stronger relationship and long-term loyalty with that guest.

Not only that, but it’s the perfect time to pass the storytelling torch, letting your guests now become the purveyors of an authentic narrative about your hotel. The benefits of doing so are tremendous.

With the internet being the greatest platform for social connectedness, a single person’s voice can travel farther than ever before. Plus, as there’s a lot of noise competing for fleeting attention, individuals are better able to cut through the racket, becoming a more trusted source of information than brands.

Unleash storytelling at your hotel

Together, brands and guests co-create the best dialog about your hotel. By adapting a storytelling mindset that spans the entire guest journey, hoteliers put their greatest asset to its best possible use.

Armed with this knowledge, hotels can take advantage of their role as facilitators of incredible experiences from the moment the guest discovers the property, to rekindling the highlights of their stay. Storytelling conveys memories that trigger powerful and compelling emotions.