About this Episode
A hotel story tells consumers why they should choose that hotel. Daniel Edward Craig, hotel consultant and author, explains how to use the fundamentals of storytelling to create compelling content that makes travel shoppers want to become part of your hotel’s story.
- Guest: Daniel Edward Craig
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- Episode #41
- Posted on July 5, 2010
- Duration: 11:43
- Captions:
2:05 a hotel story tells consumers why they should choose that hotel 2:20 all hotels have story elements: setting, characters, themes 2:35 messaging needs to be compelling so the traveler wants to become part of that story 3:00 need to understand what makes your hotel different from other hotels 3:30 a hotel can really stand out in the stories they tell 3:45 hoteliers can learn a lot about storytelling from online reviews 4:20 hoteliers typically gravitate to the tangible elements of the hotel 4:45 hoteliers can integrate the intangible elements to create a compelling story 5:15 websites tend to be a list of features and benefits 5:25 what you want to do is dramatize those elements 5:40 images and videos make your story less about the words 6:40 on social media: come up with hooks to grab attention and draw people in 7:40 have killer content and great imagery on travel sites 8:15 technology has enabled us to easily create and share content 8:40 content produced by the hotel still needs to be professionally done 9:05 the more interesting, compelling content you publish online, the more business it will drive 9:25 online shoppers are consuming a lot of video online 10:00 narrator needs to reflect the hotel’s brand, be relaxed, authentic and professional 10:50 a less formal but professional video can increase engagement - Tags: attract and convert, attract and convert travel, compelling stories, compelling stories that attract, convert travel shoppers, Daniel Edward Craig, focusing on hotel merchandising, hotel, hotel story tells consumers, hotel’s presence online, http vtv.vfmleonardo.com, on hotel merchandising online, stories that attract, tell compelling stories, to tell compelling stories, travel shoppers, VFM Leonardo, vtv, vtv channel, vtv.vfmleonardo.com, your hotel’s presence, your hotel’s presence online
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5 Comments
Dear Curt,
Indeed, brilliant presentation.
For good story teller, have you checked the now iconic NY “Social Media” hotel? I think that Adam Wallace and his team are doing an excellent job. Not only stories but they’re live on Social Media channel, allowing viewers to live as well and breath the hotel.
With more restricted financial means, the Charterhouse Causeway Bay also manages to tell a story: http://www.charterhouse.com/
Stories to be avoided at all cost: http://www.seo-hongkong.com/blog/learning-from-langham-hotels-social-media-experience-1754.html
(the video is actually no longer available due to growing and understandable local pressure)
I hope this helps. Looking forward to sharing more with you,
Eddy
@eddybrosse
eddybrosse@hotmail.com
OK, I am interested. Where can I see an example of a good Hotel Story.
http://www.skaneatelessuites.com we have a property with a lot of personality in FingerLakes area of upstate New York. We also have teriffic Tripadvisor reviews.
Daniel made excellent comments and recommendations to maximize online effectiveness. As a video provider to tourism suppliers, I think he is bang on. It IS all about the story. Thanks.
Absolutelly great interview.
Congratulations.
What a tremendous interview with the best story-teller out there – Daniel Edward Craig. It’s great to hear his thoughts as both a hotelier and a published author. Thank you!
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