Why Storytelling Will Lift Boutique Hotels Above the Giants

 

 

Storytelling is more relevant than it’s ever been due to the impact of the pandemic. Hospitality companies are facing a much more competitive landscape, and great storytelling can help you stand out.

For example, highlighting employees that have worked hard to keep the business running through COVID. People can relate to that story, because most of us have been impacted in some way, shape or form financially by the pandemic. And a common misconception is that social media should be just like your website, and many hotels are just putting pictures up there of the room, the rooftop, F&B – it’s very stale and static.

The power of social media and storytelling is the authentic connections that you can build. This is an opportunity for businesses to show their personal side and really engage with their followers and guests. Too many miss the boat, there. No matter the size of your property, you can create an engaged audience by highlighting what makes your property, your team and your location special. People are forgetting that hospitality is all about the human connection.

As an industry, I think we’ve gone way too far away from that. Storytelling on social is a great way to build connections with people, engage with them about their anniversaries, birthdays or why they’re traveling. You can go back and forth and comment and really dig in to who your guest is, and you have that ability on social media.

A big storytelling win for me is the Il Salviatino in Florence, I stayed there a couple of years ago, because we were going to Florence, and I was happy to be working with a company that got me a good rate there. But, after having stayed there, I found out that it’s a converted 15th century villa that was owned by Italian bankers. If you know anything about Florence, you know that banking really started this whole concept, and the original building, this hotel, this home has now been converted to a hotel – the original library from the 15th century is still there, as well as art by Dali in the walls and the hallways.

The current owners have had this passed down for a few generations. So the same family has owned this for a few generations, now. And if you knew all of this as a guest, wouldn’t you choose this hotel over the run-of-the-mill hotel over a hotel that doesn’t have anything behind it?

Tell that story that is going to really resonate. To be able to do that is going to set you apart.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

Commerce media
A Look at the Rise of Commerce Media Networks: How Nift Helps Brands Own How Their Message Shows Up
July 2, 2025

As traditional digital advertising struggles to retain consumer trust, brands are exploring new, more authentic ways to connect with shoppers. Platforms like commerce media networks, which weave together commerce, content, and data, are emerging as powerful tools in this shift. Research from MG2 Advisory reveals that only about 37% of consumers feel brands genuinely…

Read More
Hospitality leadership
Heart-First Hospitality Leadership: How Saying ‘Yes’ Transforms Guest Experiences, Boosts Staff Morale, and Drives Business Results
July 2, 2025

As the hospitality industry emerges from years of pandemic-driven upheaval, hospitality leadership is evolving to meet new challenges. Leaders are looking for new ways to retain staff, elevate guest satisfaction, and drive revenue without burning out their teams. One trend gaining traction is the power of “Yes”: empowering employees to say yes more often,…

Read More
civic leadership
Mayor Gerard Hudspeth’s Civic Leadership Journey: What Politics Teaches About People
July 2, 2025

What does a mayor learn about human nature? In this episode of Professional Quotient: Conversations that Build Equity, host Jason Winningham sits down with Gerard Hudspeth, longtime mayor of Denton, Texas, and a respected figure in civic leadership. Drawing from his years in public service, Hudspeth explores how leading a city reveals the core…

Read More
sepsis
Debunking Sepsis Myths – Episode 1
July 1, 2025

In the first episode of The Michael Rothman podcast, we address misconceptions about sepsis in healthcare. Although it’s often claimed that sepsis accounts for nearly a third of hospital deaths, many of these deaths are linked to chronic conditions with sepsis as a secondary factor. The frequently cited statistic that delays in treating sepsis increase…

Read More