STORYTELLING IN HOTEL MARKETING
Anthony Cortizas, VP of Global Brand Strategy for Meliá Hotels International, is clear on this point: what’s changed in hotel marketing is the focus. Whereas previously the focus was on sales, now the real star is storytelling: the story behind the hotels that enables them to connect emotionally with potential guests. A charming, captivating story that can be found on social media, and especially Facebook and Instagram, with their perfectly blank pages for you to write your own adventures. But remember, not everything in the world is
virtual, so when the story is told in other formats, it must be consistent in terms of language, keywords and target audience.
This brings up the topic of influencers, with their role in spreading the story and connecting with the traveller. Cortizas differentiates btheatwteen two kinds of influencers: those that have a huge following made up of millions of highly diverse individuals, and those truly generate a high level of engagement with their followers due to their similar interests, tastes and backgrounds, making them the perfect brand ambassadors. In the case of MHI, there are seven brands with seven languages, seven kinds of content and
seven different codes of communication. This means that everyone can choose the brand with which they identify most.