http://www.leonardo.com/ A wonderful and intriguing characteristic of the hotel business is that you can find lodging in leading capital cities, small villages & towns and in some of the most remote areas of the globe. Now, accommodations aren’t necessarily corporately owned structures, thanks to the likes of Airbnb, HomeAway and Roomorama.
Whether the accommodations are the time-tested commercial real estate empires we instantly recognize, or my friend Steve’s urban walk up apartment, people are interested in where they’re sleeping and bathing, where to eat and what to do in and around their destination.
Though storytelling has always thrived on property, it really hasn’t been until recent years that our marketing tools and technologies have given us the ability to source, curate, publish and amplify these stories in today’s multi-screen, multi-channel universe. Now we’re seeing visual storytelling as a focal point of many website redesigns, including Yahoo Travel, trivago, Despegar.com, Intercontinental Hotel Group, your own property website along with thousands of other progressive hospitality websites.
We are also seeing a rise in the popularity of the online travel magazine format of Montage Hotels & Resorts or citizenM which features large, rich photos accompanied by interesting stories, easily accessed on mobile devices. This fresh approach grabs the attention of travel shoppers and keeps them hanging around as they cleverly convert them from potential guests to a loyal lodger.