Mastering the Art of Storytelling for Tour Operators | Orioly

Mastering the Art of Storytelling Is All Tour Operators Need

The art of storytelling is as old as humanity itself. Our ancestors used it to describe the world as they have seen it, as well as their relations, daily life and experiences.

In the modern world, storytelling has evolved into a powerful marketing tool that can make your tour business stand out from others.

Understanding the art of storytelling

According to HubSpot:

“Storytelling is the process of using fact and narrative to communicate something to your audience.”

In other words, the storyteller uses certain elements to make the message more appealing to the receptor.

Due to its engaging power and the ability to create a connection between the speaker and the audience, the art of storytelling has been successfully applied by marketers.

They use this technique to craft blog articles, press releases, advertisements and even to motivate entire teams.

In the travel industry, the art of storytelling goes beyond marketing. Tour operators and destinations use it to enhance people’s experience when traveling. Through a good story, travellers can learn, discover and immerse themselves in a narrative.

Why tour operators should master the art of storytelling

From nurturing a strong brand to developing more attractive products, there are plenty of reasons why tour operators should embrace the art of storytelling.

Standing out from the crowd

The art of storytelling tour operators sheep illustration

The amount of information one is exposed to on the internet is overwhelming. That makes it really hard for a company to be noticed.

When it comes down to tourism, customers face repetitive images, descriptions and experiences, as addressed in this article by Suzanne Cavanagh.

That is an opportunity for tour operators to use the art of storytelling not only to catch traveller’s eyes, but also to reach their heart.

By hitting the emotional core of your audience you significantly increase the chances of being remembered. That’s because messages delivered as stories can be up to 22 times more memorable than just facts.

Connecting with your audience

The art of storytelling phone cup illustration

Companies are usually seen as something intangible, abstract. For that reason, people usually don’t create a connection with them. Unless if there is a story behind it.

Telling the story of the foundation of your company or sharing your own story, adds an emotional factor that humanizes your brand.

A good story will motivate and inspire customers to book with you. A great story will make them become loyal to your brand.

Providing better experiences

The art of storytelling tour guide coffee illustration

We live in a world in which information is widely accessible. If communicating with your customer is part of your product, make sure to be creative.

In case you are a tour guide, mastering the art of storytelling is a must to captivate your guests. They will assimilate better all the information at the same time will create an emotional connection with the topic.

Make it memorable and they will share their experience. That is marketing for you. After all, who doesn’t like a free advertisement?

Giving visibility to your local community

The art of storytelling tour operators map illustration

By sharing the stories of locals you are revealing the soul of your destination. That is exactly what travellers are looking for.

Talk to your employees, suppliers and neighbors. Mine the gems that will give a human touch to your experiences and destination, then use the art of storytelling to refine it for your audience.

That is a win-win situation. On the one hand, they will provide you with first-class content, and on the other hand, you are promoting your tourism ecosystem.


Dominating the art of storytelling will help you show the human side of your brand, destination and products.

That creates a connection between your business and your customers which increases engagement and boosts your marketing efforts.

Now that you are convinced that storytelling is a plus for your business, time to learn how to use storytelling to get more bookings.

Do you remember a story that has made a travel experience memorable?

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