1. Crafting an Authentic and Unique Story There’s a reason why storytelling became one of the top buzzwords of practically every industry. People are drawn to emotions, stories and engaging narratives rather than facts, figures or hyperboles. Creating stories that both educate and delight are the foundation for authentic conversations with guests. Before telling your own story, think about your hotel’s main demographics and what drives them. Determine what makes you more unique than your comp set. Then, tell the story only you can tell… and tell it consistently with rich visuals across all of your marketing channels. 2. Harvesting Guest Generated Content It’s one of the universal truths of marketing: consumers will always trust their family and friends over you. Smart hoteliers are using the power of ‘word of mouth’ marketing and leveraging it to their advantage. By encouraging and incentivizing current guests to post images and videos onto social media while they are staying with you, effectively makes your guests a potent extension of your marketing team. Recognizing this, we recently launched Tout, which makes it easy to discover, capture and obtain rights to content created by your own guests. Guest generated content holds multiple benefits: They’re more authentic, more trustworthy, and more creative than anything your marketing could have produced. Best of all, you won’t have to invest any marketing dollars to obtain new images and videos for your future marketing campaigns. 3. Positioning Your Hotel as the Epicenter of Your Destination Today’s travelers are increasingly drawn to the life-changing experiences that lie within reach of your hotel’s front doors. They want to experience a destination like a local and crave front-row access to unique discoveries and immersive experiences that are unlike anything they can find at home. Forward-thinking hoteliers have caught on to this shift in traveler sentiment and are now touting their properties as the center of the destination experience. Share what’s immediately within walking distance, including quirky coffee shops and cool wine bars, as opposed to lazily pointing to your lobby’s Starbucks and restaurant wine list. Clue guests in on local secrets and involve all front-line staff (not just concierges) in learning as much as they can about your immediate neighborhood and destination. Get the full story at Tambourine