The Importance of Storytelling and Showcasing the Experience in Marketing
Your guest just posted 17 Instagram stories from their stay. But here’s what’s interesting: not one of them shows the square footage of your suite. Instead, it’s the sunrise from the balcony, the wine on the terrace, the laughter at dinner. Because people remember how they felt, not the specs.
Most brands focus on features and amenities. Experiences, on the other hand, leave an imprint. They become stories your guests can’t wait to retell to friends, share online, and carry with them long after checkout.
Think about it: would you remember a hotel because it listed luxury linens? Or one where you woke up to soft music, sunlight pouring in, and fresh pastries waiting at your door? One is a feature; the other is an experience.
Highlighting the experience is not just marketing; you’re showing them the memories that await them. That’s why storytelling matters: it turns what you offer into an exclusive experience people can’t wait to be a part of. So how do you actually do this?
Why Stories Beat Specs
If you want to show people how much of an experience they would have at your airbnb, don’t tell them about the big rooms or how nice the headboards are. Tell them what would make them feel “that’s what I need.”
Take this for example:
Specs-driven: “Our boutique hotel offers 10 rooms, free Wi-Fi, and a rooftop bar.”
Story-driven: “Wake up to a golden sunrise pouring through your balcony window, sip coffee above the buzzing streets, and end the night under string lights at our rooftop bar.”
Which one makes you want to book? The second taps into emotion, not just information. And research backs it up – Nielsen says that when ads connect emotionally, sales jump by 23%. That’s proof stories don’t just resonate; they convert.
What "Showing the Experience" Actually Means
Showing the experience is an art you need to master. It isn’t just snapping a pretty shot of the scenery with a clever caption. It’s showing the thought, the process, and the why behind every corner of your space. It’s showing them what sets you apart from the other brands.
For example, an Airbnb can show the morning coffee ritual instead of just the kitchen. A restaurant might tell the story behind its signature dish. And a boutique hotel can highlight how it connects to the neighborhood and history around it. This isn't just theory – it works.
Take Hotel Lucine in Galveston. Instead of marketing itself with generic features, the hotel owners focus on intimacy and community. They said: “we want people to understand this is a place where you’re going to rub elbows and hug necks.”
Even Airbnb uses this approach. They don’t market square footage or list amenities first. Their campaigns focus on families gathered around the dinner table or friends laughing together in a cabin. They’re not selling a stay; they’re selling the feeling of belonging anywhere. It’s not about being “grand” or “luxurious” on paper, but about creating an atmosphere people want to experience. Ready to try this yourself?
Practical Ways to Do This
One of the best ways to bring your brand to life is through guest stories that focus on specific moments. Instead of generic testimonials like "I loved my stay," ask guests targeted questions: "What was your favorite memory here?" or "What surprised you most about your visit?" Then showcase their responses: "the calm of sipping coffee in the courtyard at sunrise" or "finding out the vintage record player actually works.”
You can also try the 'day-in-the-life' approach on social media. Post a series showing a guest's journey from check-in coffee to sunset dinner, not your amenities list. Create 'micro-stories' in your booking confirmations: instead of "Your reservation is confirmed," try "Your sunrise balcony coffee is waiting." Even your staff can become storytellers—train them to share the story behind your signature cocktail or why you chose that particular local painter’s mural.
Final Note
At the end of the day, guests may appreciate your amenities, but what they’ll pay for, return for, and rave about are the moments that made them feel something. As a brand owner, your job is to package those experiences into stories that spark imagination and connection.
Do this well, and you’re not just filling rooms; you’re building loyalty, inspiring word-of-mouth, and creating memories people can’t wait to relive. Storytelling isn’t fluff; it’s a direct path to more bookings and a stronger brand. Think your brand has stories waiting to be told? We'd love to help you tell them.