Romeo and Juliette. The notebook. Caddy Shack…
Each one of these titles creates a story in your mind filled with emotion and drama.
It’s the same with places.
New York. Barcelona. Tokyo. Even if you’ve never been there, you can’t help but think of pizza, over-priced tapas and crowded noodle shops. There’s a story there, and it drives your imagination.
Your hotel should do the same. Because by telling a story you’re avoiding one of the largest revenue killing mistake there is – letting yourself become a commodity.
So even if you’re not as famous as the Chelsea hotel or the Sunset Marquis, you can tell your story by first uncovering the way that most of hotels get it wrong.
To do this, ask yourself:
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Does my hotel website have any kind of headline? Or did we simply open with a ‘hero shot’ of the exterior of the building? If so, you might attract a lot of architects but you aren’t starting out with an emotional connection…
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Does my headline use adjectives like ‘the best’, ‘luxury’, or, ‘historic’? Does it lead by inviting guests to ‘enjoy’ or ‘experience’ the luxury of my newly renovated staircase? If so, realize that these are words most owners use because they’re proud of their building. And naturally so. The problem is that everyone uses the same words to describe their buildings, and at the end of the day simple descriptions don’t carry any emotional attachment or human interest…
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Do I start with benefits like, “Only miles from the national park”, or, “Right downtown. Close to all the hotspots”? You’re getting there. At least with this your guests can close their eyes and imagine how their stay will be more convenient and, with that, more enjoyable. But if you’re goal is to be the only game in town you’ve got to dig deeper!
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You’ve got to really think about why your guests are visiting your hotel in the first place and then tell that story.
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Is it a wedding party? Then tell the story of “A fairy tale wedding waiting for the little princess who’s finally grown up and meet her prince.”
Do you have a newly remodeled business venue? Lead with the promise that, “The most important business deal you’ve ever landed will be decided here.”
Is it a vacation destination for families? Show a couple in front of a fireplace along with the quote “Why are mommy and daddy kissing?” After all, getting away from the daily grind to rekindling romance is always going to be one of the reasons people are willing to travel – and spend money hand over fist – even though they have perfectly nice houses of their own.
And if you’re appealing to an international audience, why not borrow from VisitCalifornia’s ‘Dream big’ campaign? Check out how The Keating Hotel takes advantage of New York and California’s international acclaim to paint a bold picture.
I think you’ll agree, this headline makes them stand out. It makes them unique. It tells a story of a place where rock-n-rollers mingle with movie stars when they’re on tour. A place where anyone who stays here is part of the ‘in crowd’.
This creates an irresistible attraction in your prospective guest’s mind. It’s a story that they want to be part of. A story that they want to tell their friends about. I’m sure you can see how powerful that is.
So the next time you look at your website and think that “Close to downtown Lake Havasu” is good enough, dig a little deeper.
Think about everyone lounging on their boats, revving their engines and having a blast out on the lake. Think of the elder couples that make the long drive with their families so they can sit back and relax as the sun slowly sets over the glittering waters. Think about what it means to them – and tell that story.
Because the story of a newly renovated ballroom falls terribly flat in comparison!