In this second of the Summer Shorts, we catch up with Belfast hotelier Melanie Harrison. The key lesson here is how Melanie has put thoughtful storytelling at the heart of everything she does. Her property once belonged to Belfast's answer to Mr Selfridge, Cleaver of "Cleaver and Robinson" a once famous Belfast department store. At the height of Cleaver's success in the 19th century he was selling linen by mail order across the world and had become, in Melanie's words, "the Jeff Bezos of his day". Each of Melanie's rooms at her hotel tells a story. And she partners with theatre and opera companies to bring quirky lives performance into her hotel. It makes the hotel itself a place of discovery for guests who can soak up stories and create new ones of their own to tell their friends. As a result, the marketing almost looks after itself. It's an approach from which many businesses could learn.
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