Storytelling hospitality

Hotel Covell, from hospitality entrepreneur Dustin Lancaster, is built around a fictional character, author George Covell. Each of the hotel’s five rooms represents a different chapter of Covell’s life, from his humble beginnings in America’s mid-west to his life of literary acclaim and new-found opulence. The stunning Sally Breer-designed rooms capture the intimacy required by the concept, even down to the monogrammed letterheads and perfectly aged portraits that hang on the walls. Chapter One shows a rustic, earthy materiality; Chapter Two captures his adventures as a young bachelor in New York; Chapter Three features the bohemian trappings of a Parisian lover and in Chapter Four, guests will find themselves immersed in Covell’s new-found affluence and the opulence of his literary fame.

The Big Picture: Consumers are looking for that extra layer of interplay with a product, particularly in the hospitality sector. Consider the role of imaginative storytelling in our Faction Marketing macrotrend.