Flipping the Script: The Art of Experiential Storytelling in Hospitality

By day, Donna Herto is the communications manager for a luxury resort in southwestern Pennsylvania, crafting narratives that bring hospitality to life. She’s also a freelance writer, AI trainer and consultant in public relations, communications and writing — assisting brands and individuals in finding their voice. When not stringing words together, she’s soaking in nature, coaxing sourdough into delicious forms and planning her next volcano adventure.

The Power of Experiential Language

In an era where technology dominates travel and hospitality, the power of storytelling remains one of the most effective tools for engaging guests. Too often, though, digital communication in the industry leans toward listing amenities and features rather than immersing guests in their own potential experiences. By flipping the script from a provider-centric to a guest-centric approach, hospitality brands can create more immersive, relational and emotionally engaging messaging.

When a traveler dreams of their next getaway, they don’t picture a list of resort amenities. They imagine themselves lounging by the pool, savoring a candlelit dinner, sitting by a firepit under the stars, or feeling the rush of adventure on a zip line. Yet, much of today’s hospitality content and messaging fails to harness this emotional engagement. Consider the difference between these two statements:

• “Our resort features five gourmet restaurants, three pools and a world-class spa.”

• “Unwind poolside with your favorite cocktail, indulge in unforgettable flavors at five gourmet restaurants and let the world melt away in the serenity of the spa.”

The first statement describes offerings — a list of resort amenities — while the second invites the guest into a possible getaway experience. By shifting from a provider-centric to a guest-centric approach, hospitality brands can create messaging that engages with the guest or customer on an emotional level.

Beyond “Our” and “Us” — A Language Shift

Hospitality professionals — including those in technology, data analytics and customer relationship management — must recognize that words do more than communicate; they shape perceptions. The language used in print advertisements, digital content, AI-driven interactions and automated messaging has the power to either immerse guests in their own experience or unintentionally reinforce a sense of corporate ownership and authority.

Overusing terms like “our” and “us” can subtly shift the focus away from the guest’s personal journey and toward what the brand provides. While these words have a place in legal or operational contexts (e.g., “Our COVID-19 protocols …” or “Our policy is to permit a guest …”), they should be carefully evaluated when crafting experiential and relational messaging. Instead of emphasizing possession, such as “Our resort offers you a luxurious escape,” language should invite guests to step into a narrative that shapes their own experiential story: “Awaken to endless possibilities, from serene mornings by the pool to exhilarating adventures just steps away from your exquisite suite.”

Similarly, AI-driven messaging — whether through chatbots, automated emails, or personalized recommendations — should prioritize the guest’s perspective rather than the company’s. A phrase like “We’re excited to welcome you” is transactional in nature, reinforcing what the brand is doing rather than what the guest is experiencing. A more engaging alternative might be: “From the moment you arrive, every detail is designed for your relaxation and discovery.” By shifting the focus from what the resort provides to what the guest receives, messaging becomes immersive, relational and ultimately more impactful.

AI, Automation and the Future of Relational Storytelling

With the rise of AI-generated content, maintaining authenticity in digital and print communication is more important than ever. While AI can generate vast amounts of content quickly, it often lacks the warmth, nuance, experiential tone, or “voice” that defines exceptional hospitality storytelling.

AI-generated responses should be reviewed with a critical communications eye to ensure they:

• Use immersive, guest-centric language rather than generic, transactional phrasing.

• Feel genuinely personalized rather than overly templated or robotic.

• Reflect the emotional tone of hospitality — warm, inviting and experience-driven — rather than rote, purely informational, or overly corporate.

For example, if an AI-powered chatbot generates the message: “We offer free Wi-Fi, 24/7 room service and premium bedding for all guests,” it could be refined into: “Stay connected with complimentary, high-speed Wi-Fi, enjoy gourmet dining delivered to your suite any time of day and sink into the comfort of premium bedding designed for your best night’s sleep.”

In another example, instead of a standard AI-generated email that says: “Based on your previous stay, we recommend these activities,” a more engaging approach might be: “During your last visit, you discovered the magic of the resort’s private beach cabanas. This time, why not explore a sunset cruise tailored just for you?”

By integrating AI-driven personalization in a thoughtful way, hospitality brands can ensure that even digital interactions reflect the warmth of in-person service.

Personalization That Feels Personal

The promise of AI-driven personalization is powerful, but its execution must be thoughtful. Consumers can tell the difference between a message that is truly curated for them and one that is simply pieced together by an algorithm pulling from a data set. The last thing we want is for a guest or customer to feel like we’ve acted or reacted based on collected data.

By leveraging guest data in a way that feels human and connected rather than mechanical, hospitality brands can create a digital communications experience that mirrors the warmth of in-person service.

Crafting guest-centric narratives isn’t just about rewriting marketing copy — it’s about redefining how hospitality brands engage with travelers. By flipping the script and making experiential storytelling the foundation of communication, brands can foster deeper connections, enhance guest engagement and create memorable interactions that last far beyond the departure date.