By Erik Dominguez 

I am the last person on earth who would use a travel advisor. Well, I was. 

But I was not alone. In an era brimming with self-serve websites and quick-to-book apps, the allure of organizing one's travel seems both convenient and cost-effective. It even adds a sense of adventure to our Instagram feeds. Imagine boasting, "Look at this unique spot I discovered all by myself in a foreign land where the language is alien to me!" 

However, as thrilling as DIY projects can be, they often fall short of expectations. When we forgo the expertise of professionals, overconfidence can eclipse our desired outcomes. 

In the travel industry, where escapism and adventure are key, storytelling isn't merely a tool – it's the essence of travel advising. You're not just booking trips; you're crafting narratives for others. 

The challenge lies in engaging an audience that craves Instagram-worthy experiences, leans towards DIY solutions, and is budget-conscious. The answer? Narrate stories about their future adventures. Once they envision themselves in these tales, they're more inclined to seek your expertise. 

The Science Of Storytelling 

Our brains are naturally receptive to stories. Our brain reads stories like a computer reads code - we can’t help it, it is unavoidable. Whenever there is an absence of a story, our brain fills in the details and creates the story. That’s significant - when you don’t tell stories, other people tell stories about you. Furthermore, the harsh reality, according to Lisa Cron in her book “Story Or Die,” is that facts don’t actually persuade. She elaborates, "Present us with facts, and we're likely to dodge. Embed those facts within a story, however, and we're captivated, not out of choice but due to our inherent vulnerability to a well-told tale. In fact, we're 22 times more likely to remember a fact if it's part of a story than if it's conveyed to us in a straightforward explanation." 

In other words, we seek not just data but experiences and stories that illustrate how that data will affect our lives. While travel advisors are indeed tasked with conveying the logistical aspects of their offerings, their greater role lies in guiding clients to envision their own narratives through the adventures travel advisors present to them. 

Unveiling the 7S Storytelling Model © 

Storytelling is like finding the right fit for your clothes. Sometimes you need to shop around, and sometimes you need to take your outfit to the tailor to make sure it fits right. The 7S Model is a versatile framework, especially crucial for travel advisors, but keep in mind that this is just the foundation -  you get to tailor your story structure to fit your best needs.  

For now, let's delve into the first five elements: 

Setting: The setting is a critical component of any story, serving as the time and place where the narrative unfolds. While often considered just a backdrop, the setting is crucial, especially for travel advisors. It's more than just the physical location; it's about the journey your clients aspire to embark on. Envision the setting as a living entity integral to the story. It's essential to vividly describe what the setting is and isn't, how it feels to be there, and how it contrasts with one's everyday life. What burdens are left behind? What new experiences and insights are gained? The setting isn't just a location; it's a transformational space. 

Struggle: A story without struggle is merely an array of facts. The struggle is the heart of every narrative, igniting our brains with interest and alertness. It's our brain saying, "This is crucial; it might be your struggle too, and the solution could be vital for your survival." Perhaps a bit melodramatic, yet this response is deeply ingrained in us. In the context of travel advising, the struggle is clear: escaping the monotony of daily life in search of adventure. The question then becomes, how does one transition from the mundane to the extraordinary? 

Snap: In storytelling, when a problem persists, tension escalates, creating a narrative crescendo. The 'snap' is the point of maximum tension, where the character has exhausted all options and frustration reaches its peak. For travel advisors, illustrating this moment is key. What failed attempts at travel have they experienced? Mishaps with do-it-yourself travel, airline issues, and transportation woes – these are all relatable struggles that clients may face. This segment is vital in showcasing the real challenges encountered during travel. 

Shift: Having brought our character to their limit, it's time for a pivotal change towards success. There is always an element – a guiding mentor, a miraculous tool, or a stroke of luck – that reignites hope. For travel advisors, this is where you come into play. You are the catalyst for hope, combining the roles of a wise guide, a strategic asset, and a serendipitous solution. This is your moment to demonstrate your value and present yourself as the answer to the problems outlined in the 'snap' section. 

Success: This isn't just the climax; it's the moment of learning and triumph. How did the character conquer their struggles, move beyond their breaking point, and navigate towards success? What was the crucial lesson that enabled them to achieve their desires? This is the segment where the audience pays close attention, eager to discover the secret to overcoming obstacles. For travel advisors, success ties back to the setting. The destination you craft for clients is their success. But delve deeper: what does this success feel like? When working with a travel advisor, what are the emotional and experiential outcomes? This is where you define the true essence of success through the lens of transformative travel experiences. 

How To Share Stories 

The approach to sharing stories varies based on your medium, audience, and objectives. While you don't need to incorporate every element in a single narrative, focusing on specific aspects can maintain engagement. Remember, an unfinished story can be a powerful tool to retain interest. 

Length Of Stories 

Remember, stories needn't be lengthy. Engaging tales can be as concise as a six-word story, capturing the essence of an individual's aspirations and desires. These are easy to put in a caption on a relevant Instagram post and short enough to put in a tweet! You can also challenge your audience to choose the story they want to have: