Part 6 – The inside (storytelling)

It’s what’s on the inside that counts. This is why we’re focusing so much attention on your interior. Whether you operate a VIC, retail or hospitality space, or deliver your experience out in the environment, these principles apply.

Last time, we spoke about brochures, walls and shelves, and why they’re important in stimulating the senses. This week, we’re talking about why telling stories, your location’s unique tale, is essential.


Everyone loves a good story

Personalise your visitor’s experience by introducing producers in video and audio format, using storytelling.

Tourism operators of the future will utilise local identities and legends to a much greater degree, both within visual representation, audio, and in-house displays, design, and internal events. Local identities and characters will add value and points of difference.

Information will be integrated and not seen as mutually exclusive to create a more holistic and interesting experience.


Embrace the five senses

The design of your interior will demand more creativity and imagination in regards to the integration of information with retail product. This will require taking full advantage of the five senses, which have been largely under- developed and forgotten many current tourism outlets.

  1. Sight
  2. Smell
  3. Taste
  4. Touch
  5. Sound

Staff and volunteers will need to tell stories, using these senses. The days of providing brochures only will be over, if it’s not already. The modern visitor will expect and require experiences and memories, which requires an approach to storytelling that can deliver the following:

  • Excitement and surprise – communicating the WOW and points of difference
  • Inspiration and creating imagination in other people
  • Highly visual – puts the guest within the experience before they are even there
  • A benefit focused interaction and educational experience – not one simply focused on the features of a product of service
  • Reinforces lived experiences, insight and expertise
  • Expresses confidence and conviction – staff and volunteers will be the custodian of the brand.
  • Continuously recommends and suggests.


Capitalise on the brag factor

Tourism operators will need to tap into the traveller’s ego when creating future spaces. Working closer with local producers and suppliers, organisers will meet expectations of exclusivity. The future tourist does not want the norm.

Travellers want the WOW factor and will be more discerning than in the past. And embracing storytelling is one of the best ways to successfully sell.

Stay in your seats for part 7, the last in our series on making your space sustainable for the future. We’ll be talking about utilising IT and technology to better connect.

At Kiikstart, we’re dedicated to helping people have more choice, influence and control about how they live, work and learn. If you’d like to hear more about what we do, contact us today on 0428 593 400 or