When occupancy dips or a low season looms, the instinct may be to simply drop rate. Slash prices, run a discounts campaign and hope to fill rooms quickly.
NB: This is an article from ARO Digital
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And while that tactic might generate a short-term spike in bookings, it comes at a hidden cost. You train guests to expect a deal, erode your brand’s perceived value and hand the competitive advantage to whichever hotel is willing to go lower next time.
The truth? Guests don’t fall in love with a percentage off. They fall in love with stories.
Why Discounts Fail Where Stories Win
Think about the most memorable hotel stay you’ve ever had. Chances are, it wasn’t defined by saving €20 on your room rate. It was about the warm welcome after a long journey, the chef who remembered your dietary preference, or the handwritten note left on your pillow. These experiences stick because they connect on an emotional level and emotions, not discounts, drive loyalty.
Storytelling is how you capture and communicate those moments. It transforms your hotel from a place to sleep into a brand people want to belong to. And belonging beats bargains every time.
Storytelling in Practice
So how does a hotel turn storytelling into a marketing strategy? A few practical examples:
- Behind-the-scenes video: Show your sommelier selecting wines from the cellar, or your housekeeping team preparing a suite. Guests love to see the human side of hospitality.
- Local partnerships: Blog about the artisan bakery that supplies your bread or the farmer who grows your vegetables. This makes your brand part of the destination story.
- Guest spotlights: Share the story of the couple who celebrated their anniversary with you five years in a row, or the family who always requests the same room because of the view.
Each piece of content creates a thread. Together, they weave a narrative of authenticity, care, and connection that a discount code never could.
