STO­RY­TELLING IN HO­TEL MAR­KET­ING

M Style - - The Observatory -

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.

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