“People think that stories are shaped by people. In fact, it’s the other way around…” – Terry Pratchett
There’s a reason why certain commercials stand out to consumers, why we remember the plot of a good book, why we can’t help but gush about the unexpected twist in the latest blockbuster movie and why we remember the people who tell us where they’re from, where they’re going and what their story is.
Storytelling creates emotional connections: they’re the fuel that power our most treasured memories and they’re the drive that entice us to try new things and experiences.
And that’s why storytelling is such an effective marketing tool in the hospitality industry – by telling your property’s story, travel shoppers can envision themselves visiting your property and immersing themselves within its story.
It’s nearly impossible to ignore good storytelling; as Khalil Gibran once said, “next to hunger and thirst, our most basic human need is for storytelling.”
By amplifying your property’s connections with the travel shopper, you can create a lasting impression that will stay with the travel shopper before, during and after their trip – all while providing unique and enticing ways to get the travel shopper to book with you.
Listen to Darlene Rondeau, VP of Best Practices and Online Merchandising at Leonardo, share some compelling reasons about why visual storytelling is so important for your property.
If you prefer to read the transcript instead, here’s what she said:
“Visual storytelling has the ability to deepen conversations between hotels and consumers, consumers and hotels, and consumers with consumers, by amplifying personal connections. When this happens, consumers will take notice of your property versus the competition, take action (like make a booking/write a review), share their experiences with others, and then remember your property when it comes time to book again. Let’s look at this from a numbers perspective: 90% of everything that gets transmitted to our brain is visual, and there are over 220 billion photos on Facebook alone. Last year, Youtube had more than a trillion views, or around 140 views for every person on Earth. The influence of rich media and bigger visuals on travelers is huge: According to a Google Ipsos Media report, a whopping 93% of travelers watch video online. At Leonardo, we power the visual display of the world’s largest brands and travel websites. Our research reveals that of those who visited hotel websites, 86% view 10 or more images per visit.”
In this video, Darlene explains how visuals will differentiate your property’s storytelling from the property down the street and how having different kinds of visuals can compel travel shoppers to take action once visiting your website – whether this is booking with you, writing a review or sharing on social media.
If you’re interested in learning more about the impact visual storytelling can have on your property’s direct bookings, check out the full recording and slides from our recent webinar: How to Convert Your Website Visitors into Guests.