“Think your hotel doesn’t have a story? Create one.”

I hear it all the time from hoteliers, “My hotel doesn’t have a story.”

Or they might think that because their hotel is part of a brand, the brand is the story. And it’s the brand’s job to tell it.

I might be in the minority on this one, but I think every hotel has the potential to tell a story that resonates with guests.

I’m not saying it’s easy. (I’m definitely not saying that!) But finding out what makes a property unique and weaving it into the fabric of the hotel is part of marketing. It’s part of brand creation and brand positioning.

If you’re lucky enough, you can start crafting that story with your team from the build-out. Then work with everyone to rally around the story and keep it part of the property’s DNA. This is where I see a lot of hotels fall short.

Going back after the brand is established and then finding something to work with is even more difficult. But marketing without a story? That’s not a particularly good option. And it’s an uphill battle your marketing team isn’t going to want to fight.

Crafting a story for an independent hotel or a branded property isn't a one-size-fits-all process, or some magical formula applied uniformly. I wish it was. You’ve got to build a narrative. That means going back to the drawing board and re-discovering what makes your property unique, then translating that into an experience for guests.

For example, we transformed a branded convention hotel in Phoenix from a typical 1,000-room property into ten 100-room boutique hotels. By emphasizing intimacy and integrating natural elements of the local desert, we created a personalized, memorable stay that felt unique and boutique-like, despite the hotel's grand scale.

A great story can elevate a hotel into something more than just a place to sleep. Once you find that narrative, you’ve got to go all in on it. You’ve got to own it. And while that’s easier said than done, your sales and marketing department will thank you for giving them a little edge over the competition.