From the joy of waking up in a soft, luxurious bed, to the thought of a delicious meal by the sea, the hospitality industry relies on storytelling.

From the moment a guest logs onto your website, enters your establishment or starts to interact with you and your employees, there are stories being told.

However, these stories can very easily be lost in translation if they aren’t properly communicated through the use of effective visual storytelling techniques.

What is visual storytelling?

I really like the definition used by the Content Marketing Institute, which explains visual storytelling in a single sentence:

“Visual storytelling involves the use of graphics, images, pictures, and videos to engage with viewers to drive emotions, engage intercommunication, and motivate an audience to action.”

When it comes to the hospitality industry, we can also add that visuals are a useful tool for creating memorable first impressions - travel brands and businesses can use them to stand out uniquely and authentically.

A great story can delight, amaze and even move people - and when you complement it with the right visuals, you have a powerful tool that can help you to convert lookers into bookers.

Why is visual storytelling important for the hospitality industry?

We all know that the hospitality industry is highly competitive. To stand out, you have to keep innovating, pushing the boundaries of creativity, and coming up with fresh new ideas.

Let’s imagine an antique, century-old hotel as an example. For many people, the fact that the hotel has such a long history is reason alone to book a stay there, especially if there is a compelling story being told.

Just saying it’s a century-old hotel is not all that intriguing. It's important to tell the stories that have happened in it and around it over the years or even the centuries - let guests see how it has evolved over time but still held onto its roots, or how it has adapted and changed.

By showcasing how much history there is behind your hotel, you can create an authentically rich experience for your guests. Making their stay at your property a highlight of their trip.

You must keep your guests as the main characters of your visual story, however.

In our example, it's about making your guests feel that they are not just staying at a hotel, but rather living in a piece of history. You can emphasise that by showing, for example, what kind of events it has witnessed over the years - perhaps there are photos from when it first opened back in the day, photos of famous people who have stayed at your hotel throughout its existence. Be creative and use what you have available to establish a connection between your guests and your hotel - making them feel as though they are also part of the story.

How to engage your audience with visual storytelling?

Done right, a good visual story can tell more than any other marketing medium and it's often far more persuasive.

It’s more than just sharing nicely-edited photos though - you need to understand how people process information visually first.

When we look at a picture or read words on paper or see something moving on the screen, our brains go into 'processing' mode - we take in the information presented, and then we respond emotionally based on what we see (or hear).

So engaging visual storytelling involves combining different visual elements like graphics, photos, videos, illustrations, and text, to tell an interesting narrative - one that captivates the viewer’s eye and keeps their attention until the end.

Think like a filmmaker when creating stories about your hotel.

Next time you are trying to tell a story to promote your hotel or highlight a specific feature, think like a filmmaker.

For example, creating a video of an empty pool won’t make you stand out. You want to make viewers imagine teleporting themselves into your hotel when they see it.

How you can do that? By, for example, creating a video where you can see guests relaxing in the pool with a cocktail and nice music, enjoying their stay. Another way is to make the most out of influencer marketing and UGC (user-generated content) such as photos and videos created by influencers and your guests, which tell the story of your hotel through their lens.

Just remember that authenticity is key to successful visual storytelling for hotels - make sure you are conveying stories that represent the true personality of your property!

Visual storytelling examples from hotels and travel companies

There are many businesses in the travel and hospitality industry that know how to create an effective visual story. Let’s take a look at a couple of them.

Hotel Chocolat uses its social channels to showcase the authentic experience of its customers

Hotel Chocolat uses its social channels to showcase the authentic experience they offer to anyone who comes through its doors.

They are making their passion for chocolate the core of every story. You will find them regularly posting photos and videos of chocolate-themed activities, such as a chocolate-making workshop, and recipes, to engage with their audience.

Because they pride themselves on growing cocoa on their own farms, they introduce the people who work at their farm. Of course, they are also promoting their products by showing off their best chocolates, highlighting the high quality and taste of each piece.

This transparency is helping them build trust with their audience, and show they care about both their customers as well as employees.

Oceania Cruises uses UGC to promote their cruises

What better way to capture a cruise experience than to show it through the eyes of your guests - and that’s what Oceania Cruises do brilliantly.

They regularly share photos and videos created by their guests on their main account and collaborate with travel bloggers and influencers by giving them the full experience of one of their cruises, letting them share their experience in their own way.

Not only do they get authentic, and original visual stories that way, but also get in front of a wider audience.

Maja Nenadov
Founder & Marketing Manager Destination Marketing
Destination Marketing