Stories can be told by anyone: Content is king
When we look back on an ancient tradition of listening to stories, witches, minstrels or troubadours presented their hard-earned wealth of experience, created myths, conveyed knowledge and established a connection between yesterday and tomorrow. Today each one of us is a storyteller and media producer, among other things because of all the possibilities of social media. In this day and age, content is king.
In the future, potential guests will increasingly feel the need for an experienceable story. Therefore, the event itself must become one. The gastronomy of the future should generate sensual experiences and tell stories. More than 70% of the guests believe that the story behind authentic food is important. Guests want to be inspired and excited by products, ingredients or stories.
The power of Storytelling
Good stories trigger emotions, the messages arrive directly in the brain and remain in the memory. Storytelling makes it possible to package complex messages or corporate values into interactive communication channels in an attractive and memorable way. If the storytelling is extended and included in events, services and products, the guest will be involved on an emotional level.
One of the reasons why novels and films are appealing stems from the fact that they contain a beginning, a middle and an end. Any conference presentation which merely presents static facts will ultimately detract from the experience of the recipient. This is the reason why many social psychologists have embraced the concept of storytelling. Participants will remain interested, and relevant stories can even enable them to feel as if they are a part of the outcome. If too fictional or outlandish, tales may only serve to alienate an audience. This is the reason why a careful balance needs to be struck between entertainment and authenticity.
Content management: 5 factors for good storytelling
Good storytelling is characterized by the following five building blocks:
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Use a synoptic brand
People want soulful things and experiences. It is important to them to understand the why, the what and the values around the product. Thus the vision and the values behind a brand shape the storyline. -
Create identification
Stories offer the audience elements of identification. Visual stories - films, but also graphics, illustrations and photos - deliver points of reference to identify and therefore "like" and "share". -
Offer exciting new perspectives
Good stories succeed in showing interesting new perspectives and insights. "Inspire, don't inform", these narrative elements offer customers added value and encourage them to discover more themselves. -
Become emotional
Visual stories awaken empathy because they appeal to several senses. Thanks to good stories, the brand can be presented more "humanely" and with an own brand personality. Astonishment and emotions can retain customers over the long term. -
Transmedial narration
New media channels and sources enable new formats. It's crucial, therefore, that content should be passed on easily and is "atomizable".
Why does it make sense to teach students storytelling? What is the relevance of storytelling for hospitality? Today's guest in an emotionalized society is constantly on the lookout for new experiences and his or her personal feel-good factor. To create emotional and unique events and services, the hotel and restaurant employees need new skills. This approach follows the Affective Hospitality vision of the EHL Swiss School of Tourism and Hospitality (EHL SSTH), which is about creating emotional experiences.
One example is the “Flying Cow” event at the EHL SSTH Hotel Management School, where everyone - from the organizers, students and choir members to the guest - becomes part of the experience and a storyteller. Choir singing, storytelling and theater combine with selected delicacies to create an experience that appeals to all the senses of the guest.
The effect of these multi-sensual experiences and the emotions associated with them determine the expectations and experiences of the guests. An innovative approach in hospitality education to meet the needs of guests in a constant search for the latest wow factor and to inspire them.
Senior Lecturer at EHL Campus Passugg
