What you will learn

  • How to infuse your experience with more meaning and align it to the desires of today's guests
  • How to integrate culture and sense of place deeper into your destination
  • The 6 Wellbeing Keys and how to incorporate them to create high-value moments
  • How to take guests on a compelling journey that entertains and enlightens
  • Story elements that every 5-star experience can leverage
  • Marketing strategies to paint a better picture of your experience


  • No requirements


Today's traveler is more informed than ever. With the click of a button, they can see all of the properties in your destination on Google Places and Tripadvisor. The problem isn't that your property isn't being discovered - the problem is that it has to stand out amongst all the other options! Unfortunately, too many properties aren’t meeting the needs of today’s savvy guest.


In fact, according to Google, nearly HALF of people don’t end up booking at all because they can’t find what they’re looking for. And in the hospitality & travel industry, the average booking conversion hovers around 1-2%. This means almost 99% of people who visit a site don't end up booking - that's a serious loss of profit! It also means that most businesses aren't speaking their visitors & guests language. They aren't addressing the most pressing question: what's in it for me?


This course will help you become the experience people are looking for. To speak to your guests' desires and stand out once and for all. This is important because hospitality brands that focus on creating experiences that fulfill the true needs & desires of visitors see upwards of a 15% price premium. Meanwhile, brands that ignore the deeper needs end up competing on price and can see a 20% price loss.


How do we do it? Through deepening & elevating every moment of the guest's journey: enhancing the culture, wellbeing, purpose, and personality. When you focus on these four major opportunity areas, you create a 5-star destination that people can't resist.


You will be learning an advanced form of experience design and marketing builds upon storytelling, positive psychology, placemaking, and aesthetic & emotional intelligence. This course is broken down into 6 modules:


In MODULE ONE explore: What does your brand stand for? What’s the story you’re trying to convey and how do you do it in your own unique, personality-packed way? In this module we cover your brand energy and help you uncover your property's archetype(s).


In MODULE TWO we explore: What motivates people to book? What's driving their decisions when they are seeking out a property? What does it take to stir up the positive emotions that move them into action? Get ready to understand your guests on a much deeper level.


In MODULE THREE we explore: What sense of place can you integrate deeper into your experience? How can you engage all the senses in more culturally engaging ways? Module three gives us a multi-faceted look into what it takes to become a cultural hub and direct portal to the authentic local landscape.


In MODULE FOUR we explore: What transformation do you want your experience to lead to? How does your experience contribute to someone’s wellbeing & happiness? Join us inside to explore the 6 Wellbeing Keys and how they get people talking and spreading the word about your experience.


In MODULE FIVE we explore: How can you communicate the story of your experience in emotionally evoking, entertaining and enlightening ways across the entire journey? In this module we use the secret story strategy used by great brands to bring your story to life.


In MODULE SIX we explore: What does a magnetic marketing campaign that stands out look like for you? How can you begin to tell your story in more captivating ways that result in greater engagement? The final module teaches you how to communicate your story with personality.


Total: 35 lessons

  • 1.1 - Your Strategic 5-Star Success Workbook locked
  • 1.2 - Brand Energy locked
  • 1.3 - Experience Archetypes locked
  • 1.4 - Brand Vision locked
  • 1.5 - Brand Values locked
  • 1.6 - Brand Virtues locked
  • 1.7 - Archetype Alignment locked

  • 2.1 - Introduction locked
  • 2.2 - Deeper Desires locked
  • 2.3 - Intrinsic Motivations and Needs locked
  • 2.4 - Guest Love Languages locked
  • 2.5 - Self-Identity and Guest Lifestyle locked

  • 3.1 - Cultural Context locked
  • 3.2 - Nostalgia locked
  • 3.3 - Sensory and Symbolic Delights locked
  • 3.4 - Placemaking Principles locked

  • 4.1 - Why Wellbeing? locked
  • 4.2 - The Journey locked
  • 4.3 - Scientific Theory of Happiness locked
  • 4.4 - Wellbeing Key #1 locked
  • 4.5 - Wellbeing Key #2 locked
  • 4.6 - Wellbeing Key #3 locked
  • 4.7 - Wellbeing Key #4 locked
  • 4.8 - Wellbeing Key #5 locked
  • 4.9 - Wellbeing Key #6 locked
  • 4.10 - Wellbeing and Word of Mouth locked

  • 5.1 - Entertaining and Enlightening locked
  • 5.2 - Moment Mapping locked
  • 5.3 - Brand Story Canvas locked

  • 6.1 - The Science of Story locked
  • 6.2 - Story Pillars locked
  • 6.3 - Communication (Verbal) locked
  • 6.4 - Communication (Non-Verbal) locked
  • 6.5 - Storytelling Checklist locked
  • 6.6 - Market with Intention locked

About the author

Samantha Hardcastle

Samantha Hardcastle

Marketing Strategist

With a passion-driven mission to help hotels & hospitality destinations elevate their experience, Samantha Hardcastle brings a decade of marketing strategy & creative storytelling to properties worldwide. She guides leaders through the process of deepening the purpose, culture, wellbeing, and personality in every moment.

A new era of guest experience has begun, and Samantha Hardcastle is excited to help hosts adapt and thrive. Drawing upon her years of storytelling and positioning expertise, Samantha has a sharp eye for how each moment of the guest experience can be infused with greater value. She helps hospitality properties create a more purposeful & personality-packed journey for their guests with the help of her courses and consulting. Samantha has a deep understanding of today’s curious & adventurous affluent traveler and their desire for creative cultural experiences and wellbeing. For hospitality properties looking to elevate their programming and create a coveted destination, her processes are innovative and easily implemented. She believes that as we enter a new post-pandemic paradigm, experiences will need to break the script and re-imagine the hospitality experience into something remarkable and enriching. And that is what Samantha is here to support and guide passionate leaders in.

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