The most powerful thing a brand can do today? Be honest. That doesn’t mean boring. It means lived, human, and coherent.

Today’s travellers – especially Gen Z and Millennials – want to feel something. They want that feeling to be real. And they want the promise you made before booking to match the reality of the stay.

At our recent travel webinar, travel editor and founder of Story NYC, Jackie Caradonio, put it simply:

“Storytelling has to be truly believed to be effective. Brands need to live their story – not just say it.”

That belief is built in the small things. A consistent voice. A thoughtful detail. A genuine welcome. Loyalty doesn’t start with a discount or points scheme. It starts with emotional credibility.

Chris Ward, Chief Partnership Officer at Celebrated Experiences, echoed this sentiment. 

“People don’t remember the bathroom taps. They remember how a hotel made them feel.”

If your brand is saying one thing and your service is delivering another, the disconnect breaks the spell. At Hue & Cry, we help brands bridge that gap. We believe the most powerful brands aren’t the loudest. They’re the truest.

If your story doesn’t hold up offline, then it’s not working. Say less, but mean more.