We are all aware of the many articles that stress the importance of storytelling by hotels. Today, we see some hotels and brands being active with blogs, posts on social media, and inuencer initiatives... a myriad of fragmented efforts on isolated islands of content... not connected or integrated into hotel websites or consumer booking journeys. That being said, we all agree that a well-executed storytelling strategy allows consumers to connect with a unique hotel or brand experience. What is it that hotels and brands could undertake to turn their storytelling content into an actionable asset-class in the discovery/search and booking journey? Discussion Question: Can hospitality service providers convertstorytelling on social media into revenue? Yes/No/Why? What are your experiences? Please support your answer with proper arguments. You also may want to respond to your classmates