Why Resort Marketing Often Falls Flat: The Overuse of Style Without Substance

In the competitive world of hospitality and tourism, marketing plays a pivotal role in attracting guests. Resorts, in particular, lean heavily on visually driven campaigns that seek to evoke the promise of luxury, exclusivity, and escape. But increasingly, these efforts feel hollow, relying on a superficial mix of polished imagery and hyperbolic language rather than meaningful storytelling or emotional resonance.

Let’s examine why so much resort marketing lacks depth and fails to connect authentically with audiences.

1. The Dominance of Visual Overload

Modern resort marketing emphasizes glossy, high-production-value images: turquoise infinity pools, golden sunsets, pristine beaches, and champagne glasses perched on marble counters. While visually striking, these images often blur into sameness, lacking the individuality necessary to make one resort stand out from another.

A key problem is that many campaigns prioritize aesthetics over narrative. A stunning photo might catch the eye, but it doesn’t hold attention without context. Travelers today are inundated with visuals — scrolling through countless Instagram posts and Pinterest boards. Without a story to anchor these images, they’re forgettable.