Storytelling is one of the most powerful ways to connect travellers to the places they visit.
For those working in tourism and hospitality, it’s not just about what you offer—it’s about how you make people feel. Great stories turn simple visits into unforgettable experiences, and that’s where the real magic happens.
At Grampian Escapes & Tours, we know first-hand how valuable storytelling can be. Not only do we use it in our own guided tours across Aberdeenshire, but we also help other local businesses bring storytelling into their visitor experience through tour product development and consulting.
Why Storytelling is Essential in Travel
Travel isn’t just about destinations—it’s about the emotions, insights, and connections formed along the way. Stories give visitors a reason to care. They make your business stand out, especially when visitors are choosing between similar experiences.
As author and travel expert Don George puts it:
“When you become a travel storyteller, you’re tapping into one of the deepest and richest veins of our shared experience.”
By weaving storytelling into your services, you make your offering more engaging and personal—something your guests will talk about and remember.
Meet Jacqueline van den Akker
With nearly a decade of experience in tourism and another working in management roles, Jacqueline van den Akker brings a wealth of knowledge to product and experience development. Originally from the Netherlands and now proudly based in Aberdeen, she has worked in visitor services, travel operations, and experience design across the northeast of Scotland.
Jacqueline is the founder of Grampian Escapes & Tours, where she creates and leads small group day tours that showcase the best of Aberdeenshire’s history, landscapes, and local culture. Each tour is crafted with a focus on guest experience and meaningful connection—something she now helps other businesses achieve.
She’s also worked with DMC’s such as VisitAberdeenshire and VisitScotland, serving as an ambassador, supporting destination promotion.
Understanding the Customer Journey
A key part of developing a great experience is understanding the customer journey—from the first time someone hears about your business to the moment they leave a review after their visit.
Jacqueline uses tools such as customer profiling and value proposition mapping to identify what your ideal visitor wants, and where you can improve. She helps businesses map the full journey:
- Research and planning
- Booking and confirmation
- Arrival and welcome
- Experience delivery
- Follow-up and retention
Even small changes—like more personalised messaging, better storytelling, or collaborative touches—can dramatically improve guest satisfaction.
Helping Tourism Businesses Grow
Jacqueline now offers consultation services to support tourism and hospitality providers across the northeast of Scotland. Whether you run a guesthouse, food and drink experience, visitor attraction, or a new start-up, she can help you:
- Develop or refine tours and visitor experiences
- Integrate storytelling to connect with your audience
- Strengthen your customer journey from start to finish
- Explore collaborations with other local providers
With a practical, down-to-earth approach, Jacqueline brings fresh ideas and a deep understanding of the visitor mindset.
Book a Consultation
Ready to enhance your visitor experience? Whether you’re developing something new or looking to fine-tune what you already offer, we’d love to support you. Jacqueline offers one-to-one consultations that are practical, relaxed, and completely tailored to your business.
Let’s build something your guests will remember—and talk about.
