The fundamental question you must answer in your guests’ mind is, “Why should I pick you?” Wherever they’re seeing your hotel – an OTA, your website, a billboard, an online ad – your hotel value proposition must be strong. Your website, of course, should be a strong focus as it is your gateway to direct bookings.
The value proposition is one of the most overlooked aspects of hotel marketing, but it plays an important role. With today’s focus on ‘experiences’ and marking your hotel as unique, it’s a key part of persuading guests to book.
If your hotel proposition is weak, you’ll be as unique as a self-help paperback in a bookstore, and risk blending in to the milieu of identical chain hotels. Many potential guests will pass you over, or simply forget they saw you.
A strong hotel value proposition, on the other hand, tells guests what makes you special and unique: it tells them why you’re the perfect match for them.
Here are our best tips to create a hotel proposition that launches you above your competition and lands you more direct bookings.
What is a Value Proposition?
Firstly, what exactly is a value proposition? It isn’t simply a list of features. It sits at the intersection of what you have to offer, what your target market wants and needs, and what the marketplace as whole is offering.
Your value proposition specifically states the benefits you provide to your guests, and how you provide them. It describes your ideal guest, what value you provide for guests, and why guests should ditch the competition and choose you instead.
Your value proposition is not a slogan, it is not a positioning statement, and it is not a catch phrase. It’s something more than that – it’s why and how your hotel is a solution to your guests’ needs.
