In a world saturated with choices from boutique hotels in Charleston to vegan cafés in Portland, being good isn’t enough.
Your restaurant might serve incredible food. Your hotel might offer the coziest beds in town. But if you can’t tell a story that sticks, you’ll blend into the background. You’ll become just another Cuban restaurant in Tampa. Just another place to stay near the beach.
That’s where storytelling in hospitality PR makes the difference. It’s no longer about pushing out press releases with amenities and menu updates. It’s about shaping a compelling, human, emotionally resonant brand narrative; one that earns media coverage, inspires guest loyalty, and sets your brand apart.
Let’s dig into why storytelling matters, how to uncover yours, and what happens when you don’t.
Why Storytelling Matters in Hospitality PR
Whether you’re running a fine-dining restaurant, an independent boutique hotel, or a growing franchise, the hospitality market is noisy. What cuts through that noise? Not your Wi-Fi speed. Not even your five-star review average. It’s your story.
Reporters, influencers, and guests are all looking for meaning. They want to know:
- What’s special about this place?
- Who’s behind it?
- What values do they stand for?
- Why should I care?
PR for hotels and restaurants works best when your audience feels a personal connection to the brand story.
Stories don’t just get remembered. They get repeated. That’s what turns guests into advocates and media into megaphones.
How to Identify Your Unique Brand Story
Most hospitality businesses have a story, they’re just not telling it well (or at all). That’s the missed opportunity. Your story doesn’t need to be dramatic. It just needs to be real, relatable, and rooted in what makes your brand different.
Here are a few places to start:
- Origin stories: How did the business come to be? Was it a family dream, a pandemic pivot, a return to cultural roots?
- Founder passion: What drives the owner or chef? Is there a lifelong love of food, a global influence, a community mission?
- Location uniqueness: What’s special about your neighborhood, building, or setting?
- Guest impact moments: Have you hosted a marriage proposal? A family reunion? Supported local causes?
- Sustainability and values: Are you farm-to-table? Women-owned? Supporting formerly incarcerated workers?
Hospitality storytelling is about finding those authentic threads and weaving them into a larger narrative — one that people connect with and remember.
Real-World Examples of Story-Driven Success
To bring this to life, let’s look at a few real examples that show what happens when you lead with a story.
1. Columbia Restaurant, Tampa, FL
Founded in 1905 by a Cuban immigrant, Columbia Restaurant is the oldest continuously operated restaurant in Florida. But what draws media and diners, generation after generation, isn’t just the food — it’s the story.
Family-owned for five generations. Historic Ybor City location. A mission to preserve Cuban heritage through cuisine. That narrative has fueled decades of press coverage, loyal customers, and national recognition. This restaurant thrives on their story and stands out amongst the countless other Cuban restaurants in the Tampa area.
2. Hilton Richmond Downtown, Richmond, VA
The Hilton Richmond Downtown, a member of Historic Hotels of America, was originally the Miller & Rhoads department store, a prominent Richmond landmark. It opened in 1885, in the post-Civil War era, and became a regional retail powerhouse, attracting customers from throughout the Mid-Atlantic. The store was reimagined in the 1920s with an Art Deco design and later converted into the Hilton hotel in 2006.
Today, the hotel still gives a nod to its historic background with historic photos on display and information for guests to explore at their leisure. Its signature restaurant, Gather & Hem, displays a chic, mod design and the name is a wink to the former department store. The entire brand story aligns well with the rich historic nature of the city of Richmond.
3. The Tunnel at The Hilton Baton Rouge Capitol Center
Underneath the Hilton Baton Rouge is a hidden Gatsby themed speakeasy, The Tunnel, which dates back to the time of Huey P Long, the quite controversial former Governor of Louisiana. Long, the former owner of the property, had the tunnel built to go underneath the road and connect across the street to his other hotel. Many rumors surround the tunnel and Long’s use for it – which remains a mystery to this day. Today, the speakeasy requires a password and is a unique experience to go back in time.
Where to Tell That Story for PR Impact
Once you’ve shaped a compelling narrative, where do you use it? Everywhere.
- Press pitches: Journalists respond to angles, not promotions, specials, or discounts. Lead with story.
- Your website: The “About” page is prime real estate. Don’t waste it with clichés! Tell your real story to pique the reader’s interest.
- Social media bios and posts: Use snippets of your story to create deeper guest connections.This is what creates shareable content.
- Media kits: Include your origin, mission, and “why now” hook in a clean, ready-to-use format.
- Influencer collaborations: Make it personal. The more your story resonates with the influencer’s audience, the more meaningful the coverage.
A great hotel brand story or restaurant narrative is versatile; it shapes how the media and your guests talk about you.
Tips to Craft Your Story and Use It in PR
If you’re not sure how to begin, start with these questions:
- Why did you open this business?
- What values guide your team?
- What do guests say they love about your experience?
- What challenge did you overcome to get here?
- What makes you proud?
- How are you different than any other hotel, restaurant, etc?
- What do you do better than any of your competitors?
Once you’ve gathered answers, look for the common thread and craft a short narrative (think 3–5 sentences) that sums up your brand’s heart. From there:
- Tie your story into broader trends (example: food sustainability, community-driven tourism, historic milestones)
- Personalize pitches based on the outlet’s audience.
- Be consistent. Your story should align across all platforms.
Remember: good PR isn’t about spinning something new. It’s about uncovering what’s already great and helping the world see it.
What Happens When You Don’t Tell a Story
Here’s the hard truth: without a story, you’re forgettable. You become another “cute place” or “solid option” but never a favorite, never a feature.
You won’t stand out to editors or influencers. You’ll compete on price or convenience instead of meaning and loyalty. Even the most well-designed restaurant or renovated inn won’t make a lasting impression.
Guests and media alike are hungry for connection. If you don’t tell your story, someone else will or worse, no one will.
Your Story Is Your Strategy
Your story is a strategic asset. It drives PR coverage, shapes guest perception, and creates long-term brand loyalty.
Whether you’re a beloved neighborhood café or an ambitious boutique hotel, the narrative you tell can be the difference between being booked solid or overlooked entirely.
If you’re ready to tell a story that gets your business seen, heard, and remembered, True Story Public Relations can help. We specialize in shaping hospitality stories that resonate with media, guests, and partners alike.
Your brand is unique. Let’s craft your next chapter together.
