It's empathy that makes the world go round. To communicate, in everyday life as in marketing, there is a need to establish an empathetic relationship with those in front of us . Let others walk into our shoes. And to arouse empathy and complicity in the guest there is nothing better than telling a story . But for a hotel to be able to tell a story is not easy: where to start? There are already hotels, hotel chains and destinations that have tried to elevate storytelling to the state of the art : Best Western with its Indie Films ; the Four Seasons with its integrated social channels; Basilicata , with the evocative Digital Diaries. Not least London, which recently, in The London Story campaign ,
entrusted its marketing to the personal experiences of its inhabitants on video. The possibilities to be explored in the field of storytelling for hotels are still very vast and it is worth launching yourself and experimenting, because a story always has a greater chance of success than any other content. Stories stick in your mind 22 times longer than data As we have said, storytelling is able to arouse Industry Email List empathy and catapult the listener directly into the experience, just as if he were experiencing it firsthand. “ A story is the only way to activate certain parts of the brain that allow the listener to transform the story into his or her own idea and experience ,” says Princeton's Uri Hasson . The stories are engaging and remain more in mind, gradually building customer loyalty to the brand . “ Stories stick in your mind 22 times longer than data alone.
explains Jennifer Aaker, a marketing professor at Stanford University, in an enlightening video titled “ Harnessing the power of stories .” So if you are good at telling a story, guests will be able to identify with us, with our mission and the hotel will cease to be an ordinary 3 star, but will become a special hotel, with a name to remember . If you also have in mind to tell a story that represents your hotel, you will find the indications given by Aaker in her video useful: Stories, data and numbers go hand in hand. If it is true that stories are remembered 22 times more than simple facts, it is also true that “ when data and numbers intersect with a story, they can captivate the audience , both intellectually and emotionally.