“No one is interested in a sales line; but they are interested in a story”

Hotel du Cap Eden-Roc in the South of France

It has been well documented that trust has been at an all time low and most are very cynical about the sales approaches of many companies. It has become too often that one hears “they are just sellers” which indicates that today clients and consumers want something genuine & authentic. What does engage today is the background story. What is the story of the company? Why are you different? Why should a relationship be formed? Give me something to be inspired about?

One of the best hotel books ever produced is the history of the great Hotel du Cap Eden-Roc in the South of France. It is a book which tells a story, tells the stories of its great history, its evolution, its scandals, its famous guests, and how the hotel sits as a central feature in the lives of so many and has been part of the great “South of France” story.

So many hotels have similar histories and legacies and yet fail to tell their story to their guests. Guests like to feel part of something bigger than the moment. They like to feel part of a journey through history. Why then don’t more hotels, or companies, tell their story?

The industry possesses so many great stories. Stories about great people who give so much for their guests, for their teams, for their communities. In the pandemic, there are stories of International hoteliers who would not leave their post and travel to see their families as they felt their duty was with their teams and hotels. Theirs are the stories of those who gave to the NHS, to the disadvantaged, to communities; there are stories of people who reinvented themselves; those who built great new models and businesses during the pandemic. Their are stories of young chefs setting up via Instagram and building great followings. There really are so many stories to be told.

It is time to tell a story which inspires guests and rebuilds trust.