for Hospitality & Leisure Experiences

Standout Story

start speaking your ideal customer's language with an emotion-evoking

The average conversion rate for tourism and hotel websites is less than 2%. If 98% of people are visiting your website and not booking direct, then the value of your experience is not clear to them. You're not speaking to their desires strong enough!

By simply talking about who you are and what you offer, you're taking an extremely rational & logical approach to marketing.


But hospitality and travel experience purchases are anything but logical - these are emotional investments.  

We don’t go on a cultural adventure because it makes us feel safe.


We don’t take a creative workshop because it makes us feel secure.


We don’t choose the luxurious retreat because it’s a roof over our heads.

We don't go to the gorgeous vineyard because it quenches our thirst. 

(Okay maybe some of us do!)

When you read through your website and social media content, does it stir up strong emotions? Does it pick you up out of your current setting and place you into the experience? Because that's what storytelling does. 

When you start focusing your marketing efforts on emotion & motivation over rational & logic, your message becomes naturally empathetic and engaging. It says to potential customers and prospective guests: we get you.

And that is the first step in creating high-value, loyal patrons of your experience. People who feel “emotionally connected” to a brand are on average 52% more valuable than even those who felt HIGHLY satisfied. And not only do they spend more, they're also 3x more likely to recommend your experience.

Because it's not about throwing more money at advertising - it's about getting the people who are already visiting your website booking and then telling everyone they know how amazing it is!

These options are a great fit for you if... 

  • Your website is an important part of your sales funnel, but it's currently not cutting it. Your conversion rate is low and people aren't spending very much time on your site. 

  • You want to position yourself as THE ultimate ________ experience or destination, a no-brainer choice for your ideal customers or guests. 

  • You feel like a best kept secret and you're tired of saying the same thing as everyone else. You know your experience is so much more than your current marketing is giving it credit for. 

  • You know that storytelling is powerful beyond measure, but you aren't really sure how to take traditional storytelling and apply it to your business in an impactful way. 

Samantha's Story

As a perpetually curious person, I’ve always been fascinated with other cultures and ways of life. As a child I would get lost in stories, transporting myself around the world with the turn of a page. As soon as I was old enough to hit the road, I traveled cross-country from NJ to CA, finally getting to make some stories of my own. And I haven't slowed down since.  

For the last decade I have been working with hospitality, tourism, food & beverage businesses, helping them get their story out to the world. But what I started to notice is that many brands are suppressing their story. Ignoring their individuality. Not playing up their unique personality.

In the commoditized world of travel & leisure, in a world where people's demands, desires, and expectations are rising, blending in is the last thing businesses can afford to do. I believe all businesses in this industry have a standout story in them, and that your brand can be a catalyst for wellbeing, connection, curiosity, culture, play, and self-discovery. 

It's time to bring your story to life and start saying something bigger, better, bolder. Today’s travel & leisure customer is much less about where they want to go and what they want to do, but how they want to feel & who they want to become. This means your marketing communications must speak to their deeper desires and evoke the right emotions. 


I especially love working with business owners and marketing teams of travel & leisure experience, independent lodging & inns, destination restaurants, wineries & distilleries, markets & shopping villages, as well as wellness centers & retreats. 

Need more support bringing your story to life on and offline? Learn more about The Storied Experience

We have the vision & strategy to bring to life experiences that foster moments for connection, curiosity, play, and self-discovery for your hospitality guests. Our process enables you to unlock your brand's highest potential by creating unique experiences that align with your values, infuse sense of place & local culture, take into consideration trends, and stir up the right emotions for your guests.

  • Experience Advising & Creative Direction 

  • Brand Positioning & Story Strategy

  • Customer Journey & Touchpoints

Standout Storytelling was created to inspire hospitality & leisure experience brands to think more deeply about the story they're telling - both on and offline. With a focus on visitor and guest wellbeing, we have developed the tools to help experience brands create more compelling stories and exceptional experiences.

Are you ready to build your Standout Story?

To begin integrating emotional & behavioral intelligence, storytelling, and guest experience into your business, learn more about the new Standout StoryBuilding course!

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