Anyone who has planned a trip in the past five years has likely been bombarded with hotel and resort ads and content of all kinds. They have visited websites. And read reviews. And watched a video or two. But what makes one resort stand out from the others to a prospective traveler?
Sure, there are people who shop only on price. So unless you are offering a great value, that audience may be lost. But what about those who are looking for something greater?
The desire for experience over benefits and features is not something new, and definitely not for the travel industry. And yet, there are so many hotels and resorts that do nothing to capitalize on that desire. Nothing to draw in the people looking for experiences that will enrich their lives. Where you stay is your home base. The place you hang out and relax when you’re not exploring your destination. Or in the case of a resort, it IS your destination. So telling prospective guests your story – and showing them how they can become a part of it – is important. You should do it in your content. In your advertising. On your website. Anywhere you can.
Secrets is a brand that has differentiated itself with both messaging and content. The brand’s tagline “Unlimited Luxury for All-Adult Romance,” while not groundbreaking, tells you the story of this brand and gives you an idea of what your story will be like when you get there. They take it a step further with a steamier promotional video that would make Cupid blush. If you watch it, you’ll know immediately what kind of experience you’re supposed to have there. Whether you find it cheesy or enticing, this brand has created a story that sets them apart.
The story of Sterling Resorts in Panama City Beach stands in stark contrast to Secrets. It’s not about the adults at all – just about the kids. At least that’s the vibe you get from their brand video. Unfortunately, their website is a little less focused. Their story isn’t as clear. The important thing about resort storytelling is that your overarching brand voice comes through in all of your marketing efforts.
While Sterling is a good example of a lower-budget storytelling video, Universal had some big bucks to spend on their efforts. Having traveled there back in February, I was heavily targeted by the brand. But more by the destination than by the resort I was researching: Cabana Bay Beach Resort. The video that tells their story is well-produced for sure, but they don’t own their story as much as they could.
This is a resort where you hear retro 60s tunes as you stroll through the lobby. Every corner is designed to make you feel like you’re in a Jetsons episode. And the cafeteria plays nonstop retro ads on their enormous TV screens. As someone with an appreciation for all things retro, this attention to detail is what made this resort one of my favorite family travel experiences (they had a little help from Harry Potter as well). Cabana Bay is different from all other Universal resorts – and likely all other Orlando resorts. And while this video is certainly compelling, there’s more of a story it can tell by simply changing the music and adding certain visuals to the mix.
Some of these brands have their story down pat and consistent across all platforms, while others may need to extend their message a bit. But at the very least, they are dipping their toe in the water. If you’ve done the research to determine who you are, it’s time to develop your story and bring it to life. And it has to be different from your competitors. Are you the place where kids feel like kings and queens? An outdoor resort for families who want a break from Disney? Maybe you’re a luxury resort that’s quiet and authentic. Whoever you are, tell your story wherever you can to the exact audience it will resonate with. Otherwise, you’re just another grain of sand on a very long resort beach.