The Art of Storytelling in Hotels: Paving the Way for Recovery and Resilience

This chapter examines the relationship between storytelling and consumer behavior in luxury hotel bookings, focusing on the impact of narratives on purchase intentions. The primary objective is to understand how storytelling influences consumer expectations, purchase decisions, emotional engagement, and the differentiation of luxury hotels in a competitive market. A qualitative methodology, involving semi-structured interviews with 22 luxury hotel customers in Barcelona, was employed to gain comprehensive insights into consumer perceptions and preferences. The research highlights the significance of compelling narratives, particularly historical ones, in shaping expectations and preferences. It underscores the appeal of unique details and the integration of historical elements into contemporary design, as well as the transformative power of compelling stories in influencing reservations. Additionally, the study finds that storytelling contributes to the differentiation and resilience of luxury hotels, emphasizing the role of narratives in setting establishments apart in a competitive market. The study stresses the integration of practical considerations with storytelling, highlighting the importance of a well-rounded luxury hotel experience that blends historical and cultural elements with modern amenities. These insights have practical implications for marketing and branding in the luxury hotel industry.