Inn Consultants and Brokers Since 1993

The B&B Team

Rick Wolf and Peter Scherman (that’s Rick on the left and Peter on the right) are both experienced speakers who have presented on a range of innkeeping related topics at the state, regional, and national level. They gather and analyze research for the Innkeeping industry and welcome the opportunity to share it with others. Contact Us

What Story Does Your Inn Tell?

waht story does your inn tell?

What Story Does Your Inn Tell? Devonfield Inn, Massachusetts Berkshires. Jumping Rocks Photography

What story does your Inn tell? Or in the tried and true marketing term…what is your USP, unique selling proposition?  Its’ all about defining who you are, what makes your product (your Inn) stand out above the ordinary. If someone asked you this moment to describe your USP, could you answer without hesitation? What unique experiences does your Inn offer? Marketers call this the ‘elevator pitch’.

One way is to tell your story with images. Images that a viewer can see not just on your website, but Instagram, Facebook, YouTube, Pinterest. Compelling images that tell your story and motivate a viewer to book a stay with you and become a repeat loyal guest.

Hospitality photographers, Jumping Rocks Photography‘s portfolio of images include images of ‘experiences’.  Mathew and Mark describe how they approach photographing the guest expereince.

“When providing inn and hotel photography, we understand that interior design and architectural photography cannot tell the whole story. The guest experience transcends these physical elements; the human aspect must also be conveyed. Authenticity is key to making effective travel lifestyle photography. Typically, we use our models as “props” to help sell the unique experience of a particular resort or hospitality property.”

These experiential images on your website are important. But what about the instant gratification images that today’s travel shopper is seeking.

If you are marketing for a visual-heavy industry, like travel, food and beverage, or the arts, or any brand that targets millennials, you can’t afford to ignore the latest force to join the social media leviathan line-up.” Ignite Social Media.

What is this? I gave you a hint, Instagram. Maybe not the latest force, it has been around since 2010, but a most popular one, specifically for mobile engagement.

Hint: Add special events to that list, especially weddings.

What story does your inn tell?

Travel for Food & Beverage here at The Inn at English Meadows, Kennebunk Maine

What story does your inn tell?

Eden Vale Inn, Gold Country CA. Photo by Jumping Rocks Photography

With Instagram you can shoot and post your images not only instantly but often. Each photo you post adds to your story.

Now some people are better at taking smart phone photos. You may be one of them, or not. But you can learn. There are short webinars that show you some tricks. Experiment and find your hidden talent. It’s there!

The Monhegan House on Monhegan Island Maine. I Phone Photo by Janet

And then there are hashtags. (Do I have to!?) Why are they important? Here is a good explanation from ‘secret Instagram hashtag formula.’

“Instagram hashtags aren’t just about keywords. It’s about expressing commonality with your audience.” Jenn’s Trends

The author’s formula recommends 15-20 hashtags per post. Wow, that is a lot but worth it when it works.

Another eye opening article on Instagram. Top Tips on Instagram Marketing From the World’s Instagram Experts. By Foundr, Jonathan Chan

After posting images on Instagram (and other social media platforms) that tell your story, your USP enfolds. You now have the opportunity to expand on your story, add chapters that ‘transcend your physical elements’ and tell the experiences your brand/Inn conveys.

Thanks for Listening,

Janet Wolf

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