Storytelling Training for CCO
How to bring the Belmond experience to life using the art of storytelling
Start
Storytelling & LQA
What is storytelling and what does it have to do with LQA?
Storytelling is the use of narrative to build emotional connections, convey value, and make a product or service more memorable to potential customers.
Leading Quality Assurance conducts multiple evaluations, or mystery shops, for every Belmond Hotel and Train & Cruise each year. One of the reservation standards is "Did the employee use storytelling to give a sense of place and build anticipation prior to the stay?"
The Importance of Storytelling
Other than it being a LQA point, why is storytelling important? Click the plus signs to learn why.
Stories are engaging
Stories are emotional
Stories create a personal connection
Stories create memories & exposure
Stories transport us
Storytelling Tips
Click the tip to reveal more details
Be Relatable
Make sure the audience can relate to the story by
linking it to what they have revealed on the call
Be Fluid
Practice telling your stories to a colleague, in front of the mirror or on camera
Be Simple
Keep it straightforward and easy to follow – don't
overcomplicate!
Personalise it - don’t use a script
Be Human
Be Descriptive
Give detail, background and paint a picture
Storytelling Examples in Media
Storytelling Examples in Belmond
Where can you pull inspiration from?
Ask your coworkers about their experiences with Belmond products! We also have short videos of collegues sharing their stories saved on the Product Overview Page under Quick Links on Infohub
If you've stayed at the hotel or been on the train, share a bit about your trip
Personal Experience
Colleagues
Use the location of the product to your advantage! Describe the landscapes they will see outside of their cabin window or the breeze they will feel on their balcony.
Get familiar with the knowledge articles. Sharing a brief history or historical fact about the product is a great way to engage the caller
Share stories they tell you with other customers
Infohub
Speaking to a repeat guest?
Paint the caller into the picture
Activity
Let's practice finding our CCO Storytelling Videos!
- Open Infohub
- Navigate to the La Residencia Hotel Overview Page
- Scroll to Quick Links and find CCO Storytelling
- Watch and Enjoy!
Practice!
Choose a product to focus on (ideally one you are not already familiar with!). Using Infohub, come up with two ways you could describe it as a story to callers.
Thank youfor takingthe course!
Do you have questions?
We are here to help you. If something is unclear or if you want to delve deeper into any topic, don't hesitate to contact us. Your curiosity is also part of learning.
Good storytelling not only transports the listener, it can also ignite a sense of wanderlust and allow them to feel the true essence of the journeys we are selling.
People are more likely to become a customer when they have more exposure to a brand, and stories increase exposure because they are easily recalled after they are shared. This can lead guests to rebook or influence a friend to try Belmond for the first time!
A personal connection creates trust between the advisor and caller. People value connection and humanization. Trust in the brand before travel will create genuine excitement and anticipate for their trip
When you tell a story, the call becomes more of a conversation rather than a check-list. We want to make a connection, not just a transaction!
People base their decisions on how they feel. If you can make them feel something about our hotel or train, they are more likely to confirm a reservation.
Storytelling Training for CCO
Moira Turner
Created on April 1, 2026
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Transcript
Storytelling Training for CCO
How to bring the Belmond experience to life using the art of storytelling
Start
Storytelling & LQA
What is storytelling and what does it have to do with LQA?
Storytelling is the use of narrative to build emotional connections, convey value, and make a product or service more memorable to potential customers.
Leading Quality Assurance conducts multiple evaluations, or mystery shops, for every Belmond Hotel and Train & Cruise each year. One of the reservation standards is "Did the employee use storytelling to give a sense of place and build anticipation prior to the stay?"
The Importance of Storytelling
Other than it being a LQA point, why is storytelling important? Click the plus signs to learn why.
Stories are engaging
Stories are emotional
Stories create a personal connection
Stories create memories & exposure
Stories transport us
Storytelling Tips
Click the tip to reveal more details
Be Relatable
Make sure the audience can relate to the story by linking it to what they have revealed on the call
Be Fluid
Practice telling your stories to a colleague, in front of the mirror or on camera
Be Simple
Keep it straightforward and easy to follow – don't overcomplicate!
Personalise it - don’t use a script
Be Human
Be Descriptive
Give detail, background and paint a picture
Storytelling Examples in Media
Storytelling Examples in Belmond
Where can you pull inspiration from?
Ask your coworkers about their experiences with Belmond products! We also have short videos of collegues sharing their stories saved on the Product Overview Page under Quick Links on Infohub
If you've stayed at the hotel or been on the train, share a bit about your trip
Personal Experience
Colleagues
Use the location of the product to your advantage! Describe the landscapes they will see outside of their cabin window or the breeze they will feel on their balcony.
Get familiar with the knowledge articles. Sharing a brief history or historical fact about the product is a great way to engage the caller
Share stories they tell you with other customers
Infohub
Speaking to a repeat guest?
Paint the caller into the picture
Activity
Let's practice finding our CCO Storytelling Videos!
Practice!
Choose a product to focus on (ideally one you are not already familiar with!). Using Infohub, come up with two ways you could describe it as a story to callers.
Thank youfor takingthe course!
Do you have questions?
We are here to help you. If something is unclear or if you want to delve deeper into any topic, don't hesitate to contact us. Your curiosity is also part of learning.
Good storytelling not only transports the listener, it can also ignite a sense of wanderlust and allow them to feel the true essence of the journeys we are selling.
People are more likely to become a customer when they have more exposure to a brand, and stories increase exposure because they are easily recalled after they are shared. This can lead guests to rebook or influence a friend to try Belmond for the first time!
A personal connection creates trust between the advisor and caller. People value connection and humanization. Trust in the brand before travel will create genuine excitement and anticipate for their trip
When you tell a story, the call becomes more of a conversation rather than a check-list. We want to make a connection, not just a transaction!
People base their decisions on how they feel. If you can make them feel something about our hotel or train, they are more likely to confirm a reservation.