Selling an Experience, Not a Product: A Lesson from Martha's Vineyard

Sometimes the most powerful marketing isn't a complex ad campaign. It’s a single, authentic moment. This photo, a snapshot of a perfect day at the beach. It's a candid glimpse of a lifeguard stand, a green flag flying, and a rustic wooden fence. There's a feeling here that goes beyond what you see: the promise of a safe swim, the sound of the ocean, the warmth of the sun on your skin. In this one frame, we’ve captured an experience, not a product.

Marketing in the travel and hospitality industry often gets caught up in a checklist of features: "our rooms have an ocean view," "we have a new pool," "we offer free breakfast." While these details are important, they are not what a guest ultimately remembers. They remember how they felt. The lifeguard stand in this photo isn't just a piece of equipment; it’s a symbol of safety and peace of mind. The green flag isn't just a signal for swimming; it's a green light for a day of carefree fun. This image doesn't sell a hotel room, it sells the feeling of a day well spent, the kind of memory that makes a trip truly special.

So, how can brands move beyond the checklist and embrace this approach?

1. Focus on the Feeling. Start by identifying the core emotion you want your customers to feel. Is it adventure, serenity, luxury, or connection? Every piece of content you create should be a vehicle for that feeling. For a boutique hotel, a photo of a cozy armchair by the fireplace might evoke a sense of quiet comfort far more effectively than a list of room amenities. For a resort, a video of children splashing in the waves sells the joy of a family vacation better than a photo of an empty pool.

2. Embrace Authenticity. We are all constantly bombarded with highly polished, staged advertisements. What cuts through the noise is authenticity. Instead of commissioning a professional shoot with models, consider capturing genuine, un-staged moments. A photo of your staff genuinely laughing, a guest enjoying a cup of coffee on the patio, or a local landmark at dusk can all feel more real and inviting. These are the moments that tell a brand's true story.

3. Use Visual Storytelling. A single, well-chosen photo can tell a more powerful story than a paragraph of text. This lifeguard stand image, for example, tells a story of a day without worry. It creates a narrative that invites the viewer to imagine themselves in that moment. Consider what story your visuals are telling. Are they speaking to the guest's desires for adventure, relaxation, or discovery?

By shifting our focus from selling features to selling feelings, we invite customers to not just stay at a location but to be a part of a memory. We build a connection that resonates far beyond a transaction, and we create a brand that is remembered long after the trip is over.