| | 8 HOSPITALITY BUSINESS REVIEWJULY 2025FLIPPING THE SCRIPT:THE ART OF EXPERIENTIAL STORYTELLING IN HOSPITALITYBy Donna Herto, Senior Manager of Communications, NemacolinThe Power of Experiential LanguageIn 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 ShiftHospitality 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."By day, Donna Herto is the senior manager of communications 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.Donna HertoIN MY OPINION
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