How can independent inns turn memorable guest experiences into word of mouth, media attention and new opportunities for discovery?
ON PR founder and president Erin Osborne explored that question in her keynote, “From Stay to Story,” at the Washington Innsiders annual conference on November 3 at Bush House Inn in Index. The presentation connected thoughtful hospitality with practical storytelling and PR strategies, including how properties can strengthen their visibility as travelers increasingly use AI to plan trips.
Here are the key takeaways.
Your best stories often start with your guests.
What do guests mention in reviews, photograph during their stay or tell friends about afterward? Those details offer clues to what makes a property memorable. A thoughtful welcome, a personal recommendation or a connection with the surrounding community can become the story guests keep sharing long after checkout.
One question worth asking: What do guests thank you for that isn’t on your website?
Find the experience that feels “only here.”
Independent inns have a wealth of storytelling opportunities in their people, history and surroundings. Partnerships with local makers, farms, guides and restaurants can bring those connections to life.
Creating a distinctive experience doesn’t have to require a large budget. Start with what makes your property and community special, then consider how guests can experience it firsthand.
Give people a story they can repeat.
The details behind an experience make it more compelling. Who created it? Why does it matter? How does it connect to this particular place?
A locally sourced breakfast, for example, becomes a richer story when guests learn about the farmer behind the ingredients or the family tradition behind the recipe. That context also helps identify potential media angles. A journalist needs a reason the story will resonate with their audience, whether that’s a timely connection, an interesting person or an unexpected experience.
Connect creative ideas to business needs.
A live PR discovery exercise featuring Chevy Chase Beach Cabins brought the process into focus: explore what guests remember, identify what makes the property distinctive and consider how those strengths can support business goals.
For other properties, that might mean developing a reason to visit during the quieter months, attracting more midweek guests or reaching an audience particularly suited to the experience. Starting with a clear goal helps give partnerships and media outreach direction.
Clear storytelling supports discovery—including through AI.
The keynote also explored generative engine optimization, or GEO, and how properties can become part of the answers travelers receive from AI tools.
The practical starting point is familiar: clearly explain what you offer, keep website content and listings accurate, and build a credible presence beyond your own channels. Earned media provides an independent perspective on the experience and another way for potential guests to discover it. While no placement guarantees inclusion in an AI answer, specific, consistent information helps communicate why a property fits a traveler’s interests.
Start with three achievable actions.
Attendees left with a simple starting point:
Describe your “only here” story in one sentence.
Update your website and listings with specific details that bring it to life.
Share that story with one relevant local partner, creator or media contact.
The central message of “From Stay to Story”: great hospitality gives people something to remember—and a clear, compelling story helps more people discover it.