Some of you may not remember the TV series M.A.S.H, a huge drama/comedy hit in the 80′s about the Korean War.  In fact, to this day, after 11 years off the air, the finale episode still boasts the largest TV audience ever!

A big fan of the show, I recently watched the 30th anniversary special. In this special, their key writer Larry Gelbart was asked what made MASH’s story different than other movies and TV shows about the Korean War? Larry cleverly responded by saying: “You can’t change what it’s about, but you CAN change how you tell what it’s about.”

One of my objectives at VFM Leonardo is to heighten awareness of the importance of visual storytelling in the hospitality industry.  I can’t emphasize enough that the way hotels tell their stories online is what will make them stand out, but I often hear things like, “We’re a limited service hotel, we don’t have a story,” and “Sure, that’s easy for destination resorts and boutique hotels.”

Mr. Gelbart’s storytelling approach can be carried over into the hotel space.  Yes, perhaps it is easier to tell your story if you are a full service resort however, that shouldn’t limit a hotel with seemingly fewer amenities from having a great story to share as well. There are things about your property you can’t change, like your location, or perhaps a limited product offering, but what you can change is how you tell travel shoppers what you’re all about.

Continue reading this post »