Is “Storytelling” in Hospitality Misunderstood?
The short answer is YES—and I’ll admit, I’ve been guilty of using the term too loosely.
A recent conversation made me rethink how I talk about storytelling in hospitality.
Someone asked me:
“Why do so many hotels and brands claim to tell a ‘story’ when they’re really just decorating with a sense of place or offering a nice experience? True stories involve challenge and conflict—yet hospitality is often about relaxation and escape. Why does it seem like everyone uses the word ‘story’ to describe things that aren’t?”
That question stopped me in my tracks.
I use the term story all the time in my work, assuming everyone defines it the same way I do. But what if that’s not the case? If I can’t clearly define what I mean by storytelling in hospitality, it inevitably leads to confusion.
So, here’s my attempt to clarify.
Brand Story vs. Storytelling in Hospitality – What’s the Difference?
I think a lot of people confuse these two terms – and I don’t blame them.
But here’s the difference…
A “brand story” is about the hotel itself—its origins, values, and what makes it unique. It’s a foundational part of brand strategy that helps shape identity and differentiation. At Longitude°, this is something we help our clients with often—clarifying their own brand story.
But “storytelling” in hospitality is about the guest’s journey. It’s not about what we say our brand is—it’s about how we design experiences that allow guests to create their own meaningful moments.
The Key Difference?
– Brand story puts the hotel at the center.
– Storytelling in hospitality puts the guest at the center.
So, What’s the Real Story?
In hospitality, guests aren’t here for *our* story—they’re here for *theirs*.
The hotel itself isn’t the story. There’s no conflict or resolution in a lavish floating pool, high-end furnishings, or luxurious amenities.
But the guest—their life, their journey—is the real story. And there is plenty of conflict in all of our lives.
As hoteliers, we aren’t the main character, but we have the opportunity to be the setting for a pivotal chapter in our guests’ lives.
Whether it’s rest, celebration, connection, or transformation, our role is to curate experiences that shape how their story unfolds.
So, a good question to ask ourselves is, “How does our hotel help guests create their own unforgettable stories?”
Would love to hear your thoughts—how do you define storytelling in the context of hospitality?
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