Why Hospitality Needs Storytellers
Data shows what happened; story shows what it means.
Decision-makers in this industry don’t suffer from a lack of information; in fact, they’re drowning in it. Dashboards, pace reports, market trends, STAR reports, economic indicators—there’s more data at our fingertips than ever before. The challenge isn’t collecting it. It’s making sense of it. What people really need is someone who can step back and say: here’s the story all this data is trying to tell.
Anyone can pull up a chart and point out that occupancy is ticking up or ADR is cooling off. But a storyteller asks why. Why are travelers behaving differently this quarter? Why is group pace soft in one market but surging in another? The insight lives in the narrative behind the numbers.
The best revenue leaders aren’t hoping the data will hand them an answer. They’re shaping a story that helps their teams understand what’s happening and what to do next. A clear story turns information into action.
Analysts are easy to find. Storytellers are rare. But when you have someone who can translate all that data into something simple, clear, and human—that’s when decisions get smarter, faster, and a lot more confident.
Hospitality has always been about understanding people. The numbers just give us one more way to listen.
A look at some articles that help keep us on top of industry trends.
Are Hotels Facing an Industry-Specific Recession?
CoStar | September 2025
Hotel performance has softened even as the broader economy holds steady. This analysis explores whether the industry’s slowdown signals an “internal recession,” driven by cooling demand and slower ADR growth.
Read on CoStar (or listen to the “Tell Me More” podcast for full insights)
U.S. Hotel Growth Forecast Downgraded — Again
Hotel Dive | September 2025
CoStar and Tourism Economics revised their 2025 outlook, projecting a mild 0.1% RevPAR decline. The article breaks down why expectations have cooled and where bright spots still exist.
Read on Hotel Dive
CBRE: U.S. Hotels State of the Union — September 2025
CBRE | September 2025
A comprehensive look at how inflation, wage pressures, and slowing GDP growth are affecting hotel margins. Includes data on pipeline trends, segment performance, and updated 2026 forecasts.
Read on CBRE
Each month we feature a quick, practical communication tip designed to help you become a more confident, compelling speaker—whether you're presenting to a room of executives, leading a team meeting, or just trying to make your point clearly over email. These insights come straight from our coaching sessions and live workshops, and are meant to be immediately useful—no jargon, no fluff, just tools to help you communicate with impact.
Click on the video to watch this month’s tip.
Whether you’re looking for data-driven insights to guide your hospitality strategy, want to explore our communication coaching programs, or have a question about one of our forecast products, we’re here for it. Reach out to see how Larkspur can support your work in hospitality through sharper storytelling and smarter data.