- In this article, we will examine seven essential storytelling building blocks that hotel managers can use to create their property’s unique narrative.
Moving Beyond the Brand to Find Your Unique Story
In today's fast-evolving hotel industry, simply relying on a well-established brand is no longer enough to stay ahead of the competition. To truly differentiate your property, the focus must shift to crafting distinctive, memorable experiences that deeply resonate with guests.
The key to this approach is having a clear and engaging story that makes your hotel unique. For this, you must look beyond the overarching hotel brand and dig deeper into what makes your property special.
Look beyond the overarching hotel brand and dig deeper into what makes your property special.
So, how do you create a great story for your hotel property? Let’s begin by exploring our seven key storytelling building blocks that can make your property’s narrative truly unique.
How to SUCCEED in Unique Property Storytelling
- S - Savour Culinary Stories
- U - Uncover Property History
- C - Celebrate Key Characters
- C - Champion Sustainability
- E - Embrace Local Culture
- E - Explore the Environment
- D - Define Guest Journey
Let's break down the seven different storytelling building blocks one by one:
Savour the Culinary Offerings That Represent Your Hotel
Food is often at the heart of any memorable experience, and your hotel's culinary offerings can play a vital part in telling your property's story. It is one of the most powerful and accessible ways to localise your hotel experience and offers the opportunity to craft an authentic guest journey that deeply reflects the culture of your surroundings.
Food is one of the most powerful and accessible ways to localise your hotel experience.
Questions to explore and discover unique content:
- What dishes or drinks have become your property's signature, and how do they reflect the local culture or your property's unique history?
- Are there any unique preparation methods or ingredients that make your hotel's food stand out?
- Can you share the stories behind the recipes or the chefs who create them?
- How does the dining experience reflect the overall spirit of your property—whether it's a casual café, a dedicated kids buffet or an upscale fine dining experience?
- Are there interesting stories about famous people who have dined at your property?
Highlighting the stories behind your food allows guests to savour the destination in a way that goes beyond just the meal. Culinary experiences are powerful ways to connect, creating lasting multi-sensory memories and strengthening guests' ties to your property and its narrative.
Uncover the History and Origins of Your Property
Whether your property is a century-old landmark or a modern city hotel, its past holds valuable insights that can shape its identity. By exploring the property’s past, you unlock a rich layer of storytelling that deepens the guest experience. It connects your guests to something larger than themselves—a place with roots, stories, and moments that have shaped it over time.
History connects your guests to something larger than themselves—a place with roots, stories, and moments that have shaped it over time.
Questions to explore and discover unique content:
- When was the building first constructed, and what was its original purpose?
- For newer constructed properties - find out what the property was initially built on and why the original building was demolished.
- How has the surrounding neighbourhood transformed over time, and how does the property reflect these changes?
- Who were the visionaries behind the creation of the property, and what inspired their dream?
Delving into the hotel's history provides a solid foundation for a captivating narrative. You will discover intriguing stories or key milestones that shape the property's character—adding depth and meaning that resonates with your guests, making their experience more memorable.
Celebrate the Key Characters and Signature Traditions
Every memorable story is brought to life by its characters, and your hotel is no exception. The characters in your story are your dedicated employees whose hospitality, passion and personality shape the guest experience. They are the heartbeat of your hotel and can turn ordinary interactions into memorable experiences.
Dedicated employees are the heartbeat of your hotel and can turn ordinary interactions into memorable experiences.
Additionally, signature items and unique traditions can also contribute to the distinctive atmosphere and identity of your property. Together, these elements create a rich narrative that allows guests to truly connect with your hotel.
Questions to explore and discover unique content:
- Are there any notable employees whose stories reflect the heart of your property? Long-time employees who may have valuable anecdotes to share?
- What unique traditions, whether it's a special greeting, local custom, or way of doing things, have become a part of your hotel’s culture?
- Are there any signature experiences or items—such as signature scents, dishes, or turndown service—that have become a trademark of your property?
Highlighting the people, signature elements, and traditions that make your property unique helps create a deeper emotional connection with your guests. Such stories enhance the bond with any place, adding warmth and authenticity. These narratives not only make your hotel feel more relatable but also provide guests with a reason to return, ensuring that their experience is both delightful and memorable.
Champion Sustainability and Social Responsibility
Every hotel can play a unique role in its community, and embracing sustainability and social responsibility is essential in telling this story. Local social and environmental initiatives provide hotels with a unique opportunity to stand out by aligning with causes that resonate within their community.
Local social and environmental initiatives provide hotels with a unique opportunity to stand out by aligning with causes that resonate with their community.
Questions to explore and discover unique content:
- In what ways is your hotel reducing its environmental footprint and protecting the planet for future generations?
- How does your hotel support the local community, from creating jobs to partnering with neighbourhood organisations or businesses?
- What efforts does your property make to celebrate and uplift social enterprises locally and internationally?
- How can guests actively participate in your sustainability and community-focused initiatives during their stay?
- What long-term impact do you hope your hotel’s actions will have on both the environment and the local community?
Incorporating sustainability and social responsibility into your hotel’s story allows you to create an authentic connection with your guests. It allows them to make meaningful contributions simply by staying with you and knowing that their visit helps foster a more positive future for the local community. This approach strengthens your property’s values and inspires guests to be more mindful in their own lives.
Embrace Local Culture and Communities
One of the most powerful and unique elements of your property's story is its connection to the local culture and communities. By embracing the surrounding area's local traditions and culture, your property becomes more than just an accommodation in the area—it becomes a bridge to your guests' immersion into the local way of life.
Your hotel becomes more than just an accommodation in the area—it becomes a bridge to your guests' immersion into the local way of life.
Questions to explore and discover unique content:
- What are the traditional values, customs, or beliefs that shape daily life in the area?
- Are there traditional festivals or celebrations that are unique to the area? How can these be integrated into the guest experience?
- Who are the key historical or cultural figures associated with the area, and how might their legacy influence your property's story?
- What materials or artistic techniques are unique to the region (e.g., handcrafted goods, textiles, pottery)?
- Are there any local artisans or businesses you can partner with to reflect the authentic flavour of the area?
Weaving these elements into your hotel's story helps guests feel more connected to the destination. The story of your property can act as a powerful enabler of cultural immersion, making the hotel an active participant in authentic guest experiences. The narrative of your hotel doesn't just complement the local surroundings—it becomes an essential gateway for guests to connect authentically with the area's culture and community.
Explore the Natural Environment and Surroundings
The local environment—both natural and man-made—can serve as a dynamic extension of your property’s story. By incorporating elements such as the local landscape, climate, and wildlife, you can transform your narrative into a meaningful educational experience that strengthens the bond between guests and the destination, leaving them with a lasting connection.
By incorporating elements such as the local landscape, climate, and wildlife, you can transform your narrative into a meaningful educational experience.
Questions to explore and discover unique content:
- How does the local landscape—whether it’s a beach, forest, mountain, or urban setting—impact the hotel's design or experience?
- What are the environmental or sustainability practices unique to the area that could be woven into the hotel’s story?
- Are there any natural wonders (e.g., waterfalls, parks, wildlife) nearby that could be incorporated into guest experiences?
- How do seasonal changes in the area affect the guest experience (e.g., spring blooms, autumn foliage, winter activities)?
- How do the local climate and weather patterns influence the hotel’s architecture or outdoor spaces?
- What wildlife or natural habitats are unique to the region, and how can they be celebrated or shared with guests?
When your hotel becomes an advocate of its surroundings, you invite guests to explore and connect with the destination on a deeper level. This seamless connection turns every stay into an enriching journey, where the environment itself becomes a key part of the story they’ll carry with them long after they leave.
Define the Guest Experience and Journey
The guest experience is the final cornerstone of your hotel’s story, shaping how guests connect with your property from start to check-out. Every detail, from the moment guests step through the door to when they leave, contributes to how memorable their stay will be. It’s about weaving together every element—services, ambiance, and personal touches—to create a journey that feels seamless yet human and meaningful. This is important because the guest journey is where your hotel’s story comes to life. It’s the culmination of all the storied elements you’ve carefully crafted.
The guest journey is where your hotel’s story comes to life. It’s the culmination of all the storied elements you’ve carefully crafted.
Questions to explore and discover unique content:
- What unique services, facilities, amenities or technologies does your hotel offer that make it stand out from others in the area?
- How does your property create moments of discovery or surprise that leave guests feeling excited or inspired?
- How do you incorporate relaxation, comfort, or joy into the guest experience throughout their stay?
- How do your staff, from check-in to checkout, contribute to a personalised and engaging experience?
- How do your spaces (e.g., common areas, rooms, dining spaces, garden) reflect and amplify the story you want to tell?
- What sensory elements—like sound, scent, and lighting—are used to create a specific atmosphere?
A well-designed guest journey not only elevates guest satisfaction but also encourages repeat visits, positive reviews, and word-of-mouth recommendations, which are all invaluable for long-term success.
Every Property Has a Great Story to be Told
Every hotel property, regardless of its size, history, or location, has a unique story just waiting to be told. Whether it’s woven through the flavours of your signature dishes, the character of your people, the echoes of the past, or the beauty of your surroundings, your property holds countless narratives that can captivate and inspire.
By embracing these elements and crafting an authentic story, you elevate your hotel beyond a place to stay—it becomes a unique experience, a memory, and a connection that lingers long after guests have left. A well-told story doesn’t just enhance your brand, it transforms how guests engage with your property and inspires them to share your hotel's unique narrative with friends and family.
Get Started with a Little Help
SUCCEED: A Powerful Storytelling Toolkit for Hotels
Unlock the power of storytelling with the SUCCEED Storytelling Toolkit, a 21-page guide designed to help hotels of all sizes uncover, craft and share the narratives that make their property unforgettable.
If you need a hand shaping and telling your property’s story, Piqolo Press is here to help. Our bespoke family-friendly publications bring each property's unique story to life, creating meaningful touch points that enhance guest engagement and leave a lasting impression long after their stay.
Let’s craft something extraordinary together—because every exceptional property deserves a great story.
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