Hospitality content marketing: Develop a character, not just a story
Rooftop at The Hat Madrid, a well-branded hostel/hotel with an intriguing character waiting to be developed.
Everyone knows that brands need stories. Everyone needs stories. An idea I have had for where a hospitality brand can build a campaign around is a character. This has been done before by big brands: Mandarin Oriental’s ‘I’m a fan’ to leverage celebrity personas and style, Belmond Stories to expand on the work and lives of visual and performing artists, chefs, cultural leaders with interesting pasts or even Hilton’s Room 702 campaign around the famous Bed-In by John and Yoko in Amsterdam.
Since content (and inevitably search marketing) is truly the way to talk to people, let’s tell some captivating stories to get it done! Below is the teaser to what would be a series which would work in the details and experience of a hotel brand. Or even an independent hotel with a well-defined user persona. Originally inspired by a visit to well-branded The Hat Madrid and written while at the bar at Hotel Indigo near Gran Via in Madrid. Let it help you imagine the experience this girl might have in your establishment with your curated art, non-aggressive yet interested staff and small details that otherwise may go unnoticed. Build them up and make it a story!
This story must be about a millennial who is looking for grounding/stability in her life. She is a travel writer. She’s been pretty successful with her blog, beginning from college when her parents supported her in backpacking days and gave her a chance to discover new perspectives. She learned a lot. Took a lot of chances. She should’ve died from her love of risk taking but somehow had an internal compass to keep her from imminent danger.
Problem: wanting someone to love her, take care of her, be her protector and guide
Challenge: working on the road, unhappy family life, no romantic prospects, adventurer but often gets lost and unsure of herself
Solution: Warm hospitality, strong advice (not yesmen), understanding---having a maid talk to her like a mammie or a manager listening to her story and hooking her up with leads on where to sell it
Lola was hitting her 4th city this spring. Every destination has a spirit of its own even though most grow from the same seed. Madrid was said to be the 4th largest (most populated) city in Europe. Huh? It’s not hot on the tourist trail in her experience but it’s been mentioned much so it’s a must. What could she discover that’s NEW? Writing has become her livelihood. She’s scraping by with a couple of small handouts from her parents on birthdays and holidays. She milks it, but never outwardly asks for help. She’s too independent.
At 32 she should be engaged. Maybe trying to get pregnant. Maybe trying to make partner at a law firm. Maybe own a piece of real estate. Definitely not hopping around Europe with 3 tattoos and a roller bag. Alas, she’s addicted to the hamster wheel of travel. Can’t seem to pull herself away from pulling herself away. Uncomfortable with commitment, she keeps moving.
Lobby at The Hat Madrid
When approaching a new city/area, she wanders. Lots of miles spent assessing a place and its potential. When time is valuable, you’ve got to spend wisely.
Where to go. She doesn’t like to plan ahead no matter how much more efficient it would be. Talk about time, that would save a ton if she spent that time before arriving and then knew exactly where to go. No vulnerability there though. Where’s a sense of adventure and putting yourself out there. Being seen on the street as a traveler where eyes are on you, you obviously are not a local. The shade of your skin is different, your facial bone structure is wider than others, your eyes are wandering a little too much taking it all in.
Funny how much courage you have to walk into unknown establishments when you have money. Money brings you power in most places. Not necessarily connection or people skills, but in tourism, most natives will give you 100 benefits of a doubt because they know that you equal a nice tip or a nod from their hotel manager or at the very least a chance to connect with a human being and keep their job from being a boring disaster.
Bedroom at Hotel Indigo near Gran Via in Madrid, a boutique hotel by IHG Hotel Group.
Our girl is young, her bags aren’t exactly scruffy like from The Haight, but they’re not Longchamp either. Makeup is not perfect but she gets along well enough with natural beauty--not something common in the snooty layer of societal women, and especially business professionals. Women who travel for business evidently feel the need to present themselves far above what’s comfortable in order to request a sliver of the respect that men are slid so easily. She walks past a few doors to 4-star hotels, then some 2-stars. 3-stars are more her taste, but there are none. She’ll go for a 4-star and squeeze every bit of confidence she can muster. The wheels of her suitcase still have the scent of the street and maybe some cigarette wrappers and beers stains from the tailgating party that was gathering outside the train station. First step inside of the quiet, conservative decor and her executive, superstar writer self felt right at home there, however the people were not so accommodating, nor was the resiliency of her courage. Who’s she kidding? She has a blog with 10K visitors/month. Not a word yet from a sponsor, but she is working on that. In time.
For now, it’s off to the next establishment. The front desk gave her the cold shoulder. And there’s no way she could spend an hour or two winding down in that bar. Stiff, soulless, bland. She can find the grit she’s looking for somewhere else.
Down the cobbled streets. If only she could get the words out of her head. “Appearances of success without a personal definition deludes the head and soon the heart follows.” Her mother. Usually a cheerful one, has been deep lately. Mysterious fables and tales of delinquencies. She doesn’t believe in me. Maybe she’s right. I’m a fuckup and a fake. I’ll never make it in this biz.
She finds a decent hotel. Cool decor, price is right, location perfect. She steps in to be immediately greeted by the front desk receptionist. Hard to be called a receptionist as it sounds so Dolly Parton in 9 to 5. This was a 30-something man who wasn’t memorable, but not unattractive either. Just there where and when you need him to be, like the arm of a chair used for support when your body’s been thrashed from the prior day’s workout.
…..and from there, the guest journey begins. Get in touch with Traveltiff
to put your brand into the story.