Today’s travelers seek stories to write home about
By A.D. Thompson
San Antonio is itself an immersive destination: Rich history and iconic attractions and a slower paced, yet “big city” feel, wrapped inside a colorful mixed-bag of culture – Mexican, Spanish, German, all of it playing a role in the foundation of a very American, very Western, and very Texas vibe.
There are an infinite number of stories to tell here and, said Beth Smith, storytelling is central to everything that Hotel Emma does.
For 10 years, this historic property – once a 19th-century brewhouse, now a 146-room riverfront hotel – has been racking up repeat visitors and local fans in the city’s Pearl District. For its own stories, yes, and the ones it helps guests write for themselves.
“[Storytelling] … creates a connection to our history, community, relationships, and identity,” said Smith, vice president of marketing and media at Silver Ventures, Hotel Emma’s development firm.
“Through guided experiences, printed materials, staff interactions, and even subtle design cues, the hotel uses narrative to help guests understand not just what they’re seeing, but why it matters.”
And today, that sort of thing is precisely what resonates with guests, who are booking far more than just rooms when they travel. They’re seeking memorable, shareable experiences that connect them to the destination and its people and culture.
From Where to Why
Intentional travel, said Mark Weinstein, chief marketing officer and head of luxury brands at Hilton, isn’t a new advent precisely, but in recent years, the industry has seen a clear shift in that direction.
“Increasingly, travelers aren’t starting with where they want to go, instead they’re asking themselves why they want to go and how they want this trip to make them feel.”
Beyond the baseline of a high-quality stay, he said, “they’re seeking personalized experiences that combine physical spaces, innovative technology, and exceptional service to deliver real value and fulfillment.”
Across international brands like Hilton, a Platinum Industry Partner, and hyperlocal properties like Hotel Emma, the common threads are connection.
At the latter, they’re creating a sense of place from go.
“Hotel Emma’s design intentionally preserves the soul of the original Pearl Brewhouse and all the original buildings found at Pearl,” Smith said, noting features including exposed brick, steel beams, and fermentation tanks.
“The history isn’t just decorative. It’s the foundation of the guest experience, shaping everything from the lobby atmosphere to in-room details.”
And though the room deets aren’t nothing, according to a 2023 Expedia Group Traveler Insights Report, factors like room size and complimentary breakfast have slipped in priority, with guests placing more importance on experiential stays. At Hotel Emma, the guiding philosophy is authenticity without pretense.
“Rather than creating experiences that merely ‘feel local,’” said Smith, they “seek to deepen guests’ connection to San Antonio through thoughtfully curated encounters with the region’s makers, stories, and traditions. Every program or partnership must reflect genuine cultural value, not trend-driven novelty.”
This means recurring events such as off-the-menu chef’s tastings featuring regional producers – a Friday thing in the hotel’s library – or live music at Sternewirth (the hotel’s own bar) and throughout Pearl, and intimate workshops led by local artists.
Some are even complimentary.
“These have become hallmarks of a stay because they’re immersive, hands-on, and one-of-a-kind events connected deeply to the ethos of Pearl’s community,” Smith said.
Partnerships, she noted, are not transactional, but built on real relationships.
“We actively seek creators whose work ref lects the region’s heritage and contemporary voice,” then develop programming together, “highlighting the makers’ expertise while giving guests access to something intimate, genuine, and not widely available elsewhere.”
Relationships are central to Hilton’s Honors Adventures, a recently announced extension of Hilton Honors that’s focused on immersive, adventure-driven travel that includes inaugural partners Explora Journeys and AutoCamp.
“The goal is flexibility,” said Weinstein. “Creating opportunities for travelers to shape their experience, whether that’s in a traditional hotel setting or beyond.”
The partnerships, he said, address the overlap of market trends and shifting customer preferences, as well as their desire “to enable our Hilton Honors members – both new and existing – to earn and redeem their points in new ways and receive special perks. And the fact that we know what we’re really good at: Hotel stays.”
The new program, he said, meets members where they are in the places and moments that matter to them.
“We know there are types of stays that we don’t offer – luxury ocean voyages, elevated outdoor lodging – and yet there are great brands out there that share our values, are the best in their respective categories, and obsess about the guest experience the same way we do.”
This helps in two ways, generating new Hilton Honors members who hear about it through these exciting partnerships while aiding guests who’ve only stayed in hotels – but are curious about other types of travel.
“We’re making it easier to know where to start,” Weinstein explained. “We’ve vetted the list, so to speak, and are giving our seal of approval [so guests know] that we believe in and stand behind these partners.”
Thus far, they’ve seen incredible engagement around outdoor escapes, which marks their first major step into adventure-forward travel.
“That success reinforced what travelers were telling us: That in addition to the traditional hotel stay, they want flexibility and experiences that feel authentic…. Through this program, guests can access things that feel truly different while still being rewarded for their loyalty.”
Hands-On Moments
Guests increasingly want active participation rather than passive observation, said the Hotel Emma’s Smith.
“They’re looking for opportunities to learn, create, or interact with local cultures – not just hear about it. The desire for personalization, insider access, and experiences that feel ‘only here’ has grown significantly.”
Food tours. Special dinners. Wine and whiskey pairings. More. But anything considered must find alignment with the property’s cultural values and those of the Pearl overall.
“The team evaluates whether an experience feels true to the personality of the Pearl. It needs to feel artful, handmade, and rooted in meaningful storytelling.”
Ah, there’s that word again. Words, too, come in and out of fashion.
Remember FOMO (fear of missing out)? It’s still a thing, but much like social media itself, the language of the industry and media’s role, are shifting sands.
“Sometimes it’s more maximalist, a FOMO, go-for-it mentality … but we’ve cycled through various forms of ‘conspicuous consumption,’ both before and after social media,” noted Weinstein, who has witnessed a shift to what he called “quiet luxury.”
Through intention-driven travel, he said, these ideas are beginning to converge.
“People are being more purposeful and sometimes may want something a little more subdued, more muted. They’re embracing the JOMO (joy of missing out).”
Immersive experiences, depending on the location, the property, and the traveler, can go either way, a fact that bodes well for hospitality pros for whom knowing their guests is of the utmost importance.
What are guests looking for?
“The short answer is that it depends on the guest and the trip occasion,” said Weinstein. “Sometimes the stay is the trip itself…. Other times, we’re the jumping off point.”
5 Low-Lift Experiences
Crafting immersive stays and unique experiences for guests doesn’t require a six-figure programming budget. Small, thoughtful activations make a major impact on guest connection.
- Local partnerships. Invite a neighborhood chef to host a pop-up meal, feature rotating local makers in the lobby, or partner with an area yoga studio for classes.
- Community events. Host live music nights, holiday markets, or cultural celebrations featuring local artists, artisans, and fare.
- Neighborhood guide. Create a guide to the area, highlighting favorite coffee shops, restaurants, must-see sites, and hidden gems.
- Curated stays. Build packages around what travelers want – offer late checkout and champagne for a girls’ getaway or spa packages for a wellness weekend.
- Guided amenities. Work with local tour companies and adventure guides to organize excursions.
Cultivated Programming: A Checklist for Hoteliers
Before launching new experiences for guests at your property, ask yourself these questions:
- Is it rooted in local culture?
- Does it reflect the property’s identity?
- Is it built on a real relationship?
- Does it add real cultural value, or is it a trend?
Image: dmitriylishik/stock.adobe.com
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