In the first episode, we talked about personal branding: the image you leave behind, the way you’re identified, what makes people want to trust you.
Today, we move to the second pillar: storytelling. And no, storytelling isn’t about spinning stories to embellish reality like a Titanic trailer, sunset, violins and the promise of eternal happiness as extra baggage.
Storytelling is much simpler. It’s giving meaning to what you do. It’s turning information into a living message, turning an offer into a projection, turning advice into useful content, turning a hassle into a lesson, turning expertise into concrete proof.
In plain terms, it isn’t about inventing a story. It’s about knowing how to tell the right one. And in tourism, there’s no shortage of material.
Today, we move to the second pillar: storytelling. And no, storytelling isn’t about spinning stories to embellish reality like a Titanic trailer, sunset, violins and the promise of eternal happiness as extra baggage.
Storytelling is much simpler. It’s giving meaning to what you do. It’s turning information into a living message, turning an offer into a projection, turning advice into useful content, turning a hassle into a lesson, turning expertise into concrete proof.
In plain terms, it isn’t about inventing a story. It’s about knowing how to tell the right one. And in tourism, there’s no shortage of material.
Your role is to restore meaning
A product sheet informs. A story makes it understood.
Saying: « A well-located hotel with a pool. » is information.
Saying: « This hotel, I would especially recommend to a family that wants to unpack, avoid long travel times and enjoy real comfort without spending their vacation in transit. »
There, you’re already telling something. You’re giving context. You’re helping the client to picture themselves. You’re transforming a technical spec into advice.
And that’s exactly where storytelling becomes useful. Because today, the traveler is overwhelmed by comparison sites, Google reviews, TikTok videos, platforms, influencers and promises of “best price.” He sees it all.
But he does not always understand what is truly meant for him. Your role is to restore meaning. A bit like in Men in Black: everyone sees the scene, but few really know what lies behind it.
In travel, behind a beautiful offer, there is often a detail that changes everything.
And this detail is often you who spots it.
Saying: « A well-located hotel with a pool. » is information.
Saying: « This hotel, I would especially recommend to a family that wants to unpack, avoid long travel times and enjoy real comfort without spending their vacation in transit. »
There, you’re already telling something. You’re giving context. You’re helping the client to picture themselves. You’re transforming a technical spec into advice.
And that’s exactly where storytelling becomes useful. Because today, the traveler is overwhelmed by comparison sites, Google reviews, TikTok videos, platforms, influencers and promises of “best price.” He sees it all.
But he does not always understand what is truly meant for him. Your role is to restore meaning. A bit like in Men in Black: everyone sees the scene, but few really know what lies behind it.
In travel, behind a beautiful offer, there is often a detail that changes everything.
And this detail is often you who spots it.
Find all of JC’s best tips here by clicking here
Educating: Make it understood
A good storytelling doesn’t start with: “What am I going to tell?”
It starts with: “What do I want to make them understand?”
Example. You want to explain that an agency isn’t necessarily more expensive than booking directly.
You could write: “Using an agency doesn’t always cost more.” That’s true, but it won’t make a room jump up like a Freed from Desires chorus.
You could also tell: “This week, a client arrived with three tabs open, two hotels compared, a flight spotted and a real question: am I making a good deal or a mistake? By going through the file point by point, we found that the cheapest hotel was 45 minutes from everything, the return flight required an extra night, and baggage wasn’t included. In the end, the best price wasn’t the one they thought.”
There, you’re no longer in argument. You’re in demonstration. And that’s much stronger.
It starts with: “What do I want to make them understand?”
Example. You want to explain that an agency isn’t necessarily more expensive than booking directly.
You could write: “Using an agency doesn’t always cost more.” That’s true, but it won’t make a room jump up like a Freed from Desires chorus.
You could also tell: “This week, a client arrived with three tabs open, two hotels compared, a flight spotted and a real question: am I making a good deal or a mistake? By going through the file point by point, we found that the cheapest hotel was 45 minutes from everything, the return flight required an extra night, and baggage wasn’t included. In the end, the best price wasn’t the one they thought.”
There, you’re no longer in argument. You’re in demonstration. And that’s much stronger.
Telling a hotel story is telling an experience
In our profession, details are essential: dates, flights, schedules, board basis, transfers, hotel category, terms. But that’s not always what triggers interest.
A raw offer says: “7-night stay with all-inclusive, direct flights, transfers included, 4-star hotel.”
A told story offers: “Do you want to travel with family without worrying about every meal, every transfer and every expense on site? This formula is for that: you arrive, you drop your bags, the kids head to the pool, and you can finally breathe.”
The traveler no longer reads just a service. They picture themselves in it. As Forrest Gump would say, an offer is sometimes like a box of chocolates: what matters isn’t just the packaging, it’s knowing what’s inside… and whether the client will like the taste.
A raw offer says: “7-night stay with all-inclusive, direct flights, transfers included, 4-star hotel.”
A told story offers: “Do you want to travel with family without worrying about every meal, every transfer and every expense on site? This formula is for that: you arrive, you drop your bags, the kids head to the pool, and you can finally breathe.”
The traveler no longer reads just a service. They picture themselves in it. As Forrest Gump would say, an offer is sometimes like a box of chocolates: what matters isn’t just the packaging, it’s knowing what’s inside… and whether the client will like the taste.
Behind the scenes: your best scenario
In tourism, our role isn’t to say yes to everything. Our role is to advise. And sometimes, advising means saying no.
No, this destination isn’t ideal at this time. No, this hotel doesn’t fit the profile. No, this cheaper offer might hide constraints.
When told intelligently, that “no” becomes proof of expertise.
“People often ask me if I can find something cheaper. The answer is yes, sometimes. But my real role isn’t just to find cheaper. It’s to find fair. And sometimes the cheapest becomes very expensive when it doesn’t suit the traveler.”
In Ocean’s Eleven, the plan works because every detail is thought through. In travel, it’s the same.
No, this destination isn’t ideal at this time. No, this hotel doesn’t fit the profile. No, this cheaper offer might hide constraints.
When told intelligently, that “no” becomes proof of expertise.
“People often ask me if I can find something cheaper. The answer is yes, sometimes. But my real role isn’t just to find cheaper. It’s to find fair. And sometimes the cheapest becomes very expensive when it doesn’t suit the traveler.”
In Ocean’s Eleven, the plan works because every detail is thought through. In travel, it’s the same.
Storytelling must stay sincere!
Storytelling doesn’t mean writing a novel. A good narrative can fit in a few lines.
“She absolutely wanted a seaside hotel. After discussion, she mainly wanted to be able to do everything on foot. So it wasn’t the beach that needed to be sought first, but the right neighborhood. That’s also our job: understand the real demand behind the demand.”
Short. Clear. Useful.
A too-short correspondence, an out-of-the-way hotel, a transfer not foreseen, or an offer that hides constraints can become useful content.
Of course, we anonymize and respect clients. But we draw a lesson.
“This week, a traveler thought they had found a great offer. On paper, yes. In reality, the arrival airport was two hours from the city, the transfer cost a fortune, and the schedules wasted nearly a day on site. A good offer isn’t just a price. It’s a coherent whole.”
“She absolutely wanted a seaside hotel. After discussion, she mainly wanted to be able to do everything on foot. So it wasn’t the beach that needed to be sought first, but the right neighborhood. That’s also our job: understand the real demand behind the demand.”
Short. Clear. Useful.
A too-short correspondence, an out-of-the-way hotel, a transfer not foreseen, or an offer that hides constraints can become useful content.
Of course, we anonymize and respect clients. But we draw a lesson.
“This week, a traveler thought they had found a great offer. On paper, yes. In reality, the arrival airport was two hours from the city, the transfer cost a fortune, and the schedules wasted nearly a day on site. A good offer isn’t just a price. It’s a coherent whole.”
Storytelling is more about explaining to whom a destination fits… and to whom it does not fit.
“I would recommend this destination to those who like to take their time and enjoy a true local atmosphere. On the other hand, if you’re looking for constant activity and very festive evenings, it may not be the best choice.”
Storytelling must stay sincere! This is the key point.
Storytelling works when it is sincere. It should not turn a travel agent into a manufactured character, but reveal your view, your experience, your beliefs and your way of working.
“I would recommend this destination to those who like to take their time and enjoy a true local atmosphere. On the other hand, if you’re looking for constant activity and very festive evenings, it may not be the best choice.”
Storytelling must stay sincere! This is the key point.
Storytelling works when it is sincere. It should not turn a travel agent into a manufactured character, but reveal your view, your experience, your beliefs and your way of working.
Conclusion: tell simply, tell truthfully
At heart, storytelling isn’t about telling more. It’s about telling better.
Behind every offer, every hotel or every destination, there is a reflection. Our job isn’t only to reserve. It’s to listen, understand, advise, safeguard and accompany.
If we don’t tell our value, others will summarize it for us. So we might as well take control.
With sincerity, pedagogy, personality and hands-on experience. Because good storytelling isn’t about inventing a pretty story. It’s about telling the true value of your profession.
Behind every offer, every hotel or every destination, there is a reflection. Our job isn’t only to reserve. It’s to listen, understand, advise, safeguard and accompany.
If we don’t tell our value, others will summarize it for us. So we might as well take control.
With sincerity, pedagogy, personality and hands-on experience. Because good storytelling isn’t about inventing a pretty story. It’s about telling the true value of your profession.
JC, whose real name is Jean-Charles Franchomme, has been working in the tourism industry for more than 20 years.
Since 2024, he is a sales and web executive for groups at Steam Evasion, where he leverages his dual field and digital expertise.
He is also the founder of the Facebook community “100% travel deals and expertise” which brings together 3,800 travelers.
An entrepreneur at heart, he also co-founded two influential Facebook groups in the sector: CDMV (Collective for the Defense of Travel Trades) and Helpdesk for Tourism Pros, which have become essential exchange spaces for professionals.
Since 2024, he is a sales and web executive for groups at Steam Evasion, where he leverages his dual field and digital expertise.
He is also the founder of the Facebook community “100% travel deals and expertise” which brings together 3,800 travelers.
An entrepreneur at heart, he also co-founded two influential Facebook groups in the sector: CDMV (Collective for the Defense of Travel Trades) and Helpdesk for Tourism Pros, which have become essential exchange spaces for professionals.
