Years ago when I took my first trip to St. Barts is when it really hit me that story telling, photographs, and videos need to focus on feelings; the underlying emotion that motivates people to make decisions. This is true no matter what the product or service. Obviously, some products or services are far more suited than others for stimulating emotions. But any product or service can focus on feelings, even those that don’t possess any emotional hook.

I had flown from Boston to St. Martin and was taking a short 10 minute flight from St. Martin to St. Barts. Prior to going to St. Barts, I had read about St. Barts being the island for the rich and famous, luxury beyond anyone’s expectations, and of course populated with the no one but the “beautiful people”. This is the emotional connection the brand of St. Barts had established.

As I was sitting in the little commuter plane of less than twelve passengers, I noticed it was filled with smiling couples holding hands, peaking out the small windows out at the clear blue Caribbean waters and blue sky. It was captivating to see everyone so happy and thrilled. However, in the seat behind me was a man in his early forties, all by himself. I started to wonder why is this guy in his 40’s going to St. Barts by himself? Of course, I had to ask him.

He was gracious with his response. The explanation was he and his wife had been coming to St. Barts every year for the past ten years to celebrate their anniversary. But, I asked, “Where is your wife?” He explained, she goes the day before and gets their villa rental ready. She goes to the store gets the provisions etc. All he had to do was show up. He was smiling for ear to ear and said it is the best week of every year.

As the small plane came over the mountain and dove quickly down to the short landing strip, he told me she would be waiting for him at the end of the runway on St. Jean Beach. Sure enough, there was a beautiful woman standing right on the beach as we landed. She was waving her bathing suit top in the air. Of course, this was his wife. He said at home she wears bulky clothes and heavy sweaters, but in St. Barts she relaxes and just lets go!

During my stay, I ran into the couple a few times. They could not have been nicer. There seemed to be a genuine balance in their lives filled with positive feelings and emotions. It was wonderful to witness.

Over the years going through data about the productivity of the villa rental business, not just in St. Barts, but other Caribbean Islands and destinations around the globe, I learned the core reason guests will return to certain destinations is how the destination made them feel. The greater the emotional connection the larger percentage of repeats. People travel because they want to feel better about themselves and their lives.

At Generating Media, we look to publish photographs and videos that build an emotional connection to everything we do. Stimulating innermost feelings helps us to find the emotional core of any product or service.

By the way, St. Barts has one of the highest repeat visitors of all the islands in the Caribbean. If you have not been there I would recommend you put it on your “bucket list”.