In advertising, we have been talking about storytelling for decades : telling stories that move and connect with people to convey the brand’s message. But although this is still valid, we are in the era of experiences, in which people want to live and tell their own story.
That is why, in some sectors
Such as the hotel industry, a new concept is emerging: the storyexperience .
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Storyexperience as the experience defines the brand
What is storyexperience?
Storyexperience is a concept that was recently presented by Elia Guardiola, CEO of Serendipia, and Natalia Zapatero, managing partner of Turiskopio, at a conference on hotel innovation. In their opinion, “we have moved from storytelling, in which the brand defines the experience, to storyexperience, where the experience defines the brand ,” according to the Hosteltur article .
This idea is very valuable for hotels
since they are “containers of experiences” for customers.
According to his presentation,
these are some of the principles and characteristics of storyexperience:
It encourages hoteliers to tell the story behind their philosophy, their products and their services, within an emotional marketing context . The aim is to provoke emotions to motivate connection with customers.
The story must offer a promise ,
Since promising something and delivering on it is a way to gain the trust of customers.
The company must be able to perceive the emotions of customers, understand them, recognize their role in sales and use them. Customers and employees must be seen as people and not as numbers.
Seek a methodological and strategic design of experiences,
Order to be able to offer them to the client at
All points of contact
As for its advantages, story experience captivates and captures the customer through the story and facilitates brand differentiation and the establishment of personal
relationships with current and potential customers.
It can also contribute to increasing profit margins , since hotels have “the opportunity to generate status for their customers by creating a personalized experience for each one. And the more relevant and different it is, the more the establishment can charge for it.”
