Why Storytelling Beats Discounts in Hotel Marketing


When occupancy dips or a low season looms, the instinct may be to simply drop rate. Slash prices, run a discount campaign and hope to fill rooms quickly. And while that tactic might generate a short-term spike in bookings, it comes at a hidden cost. You train guests to expect a deal, erode your brand’s perceived value and hand the competitive advantage to whichever hotel is willing to go lower next time.

The truth? Guests don’t fall in love with a percentage off. They fall in love with stories.

Why Discounts Fail Where Stories Win

Think about the most memorable hotel stay you’ve ever had. Chances are, it wasn’t defined by saving €20 on your room rate. It was about the warm welcome after a long journey, the chef who remembered your dietary preference, or the handwritten note left on your pillow. These experiences stick because they connect on an emotional level and emotions, not discounts, drive loyalty.

Storytelling is how you capture and communicate those moments. It transforms your hotel from a place to sleep into a brand people want to belong to. And belonging beats bargains every time.

Storytelling in Practice

So how does a hotel turn storytelling into a marketing strategy? A few practical examples:

  • Behind-the-scenes video: Show your sommelier selecting wines from the cellar, or your housekeeping team preparing a suite. Guests love to see the human side of hospitality.
  • Local partnerships: Blog about the artisan bakery that supplies your bread or the farmer who grows your vegetables. This makes your brand part of the destination story.
  • Guest spotlights: Share the story of the couple who celebrated their anniversary with you five years in a row, or the family who always requests the same room because of the view.

Each piece of content creates a thread. Together, they weave a narrative of authenticity, care, and connection that a discount code never could.

The Data Backs It Up

According to Expedia, 65% of travellers say they’re more likely to book with a brand that communicates a strong sense of place and personality. Similarly, research from Deloitte shows that emotionally engaged customers are more than twice as likely to remain loyal. Storytelling doesn’t just feel good: it drives measurable business outcomes.

Balancing Revenue Goals with Brand Value

Of course, there are moments when tactical discounts make sense. Yield management is real, and hotels need to fill beds. But if price cuts are your primary lever, you’ll always be at the mercy of competitors willing to go lower. Storytelling builds resilience. It creates reasons for guests to return that extend beyond cost.

The hotels winning in today’s crowded digital marketplace are those who understand that marketing isn’t just about selling rooms. It’s about selling a story people want to join. Discounts may get bookings. Storytelling builds belonging. And belonging creates guests who come back, book direct, and tell their friends.

At Aró Digital Strategy, we help hotels move beyond transactional marketing to create meaningful digital experiences. If you’d like to turn your brand story into your most powerful asset, let’s connect - we'd love to hear from you


 Author: Richard Blowes