Hotel Positioning is a strategic approach to differentiate a hotel from the comp set and create a distinct image and perception among its target audience. It serves as the platform for all guest touch points, clarifies the hotel’s competencies, and sharpens the strategic focus of the hotel. It involves identifying and emphasizing unique attributes, benefits, and characteristics that set the hotel apart and make it appealing to its target guests.
Here are the top 5 reasons to conduct a hotel positioning:
1. Differentiation - A clearly defined positioning helps hotels stand out from the competition by highlighting unique features, such as location, amenities, service quality, and target audience.
2. Targeted Marketing - Positioning helps hotels identify their ideal customer base and tailor their marketing efforts to reach and appeal to that specific audience. By understanding the needs, preferences, and motivations of their target market, hotels can create compelling marketing messages and campaigns that resonate with potential guests.
3. Value Perception - Effective positioning can influence how customers perceive the value of a hotel's offerings. By positioning themselves as a luxury, budget-friendly, family-friendly, or business-oriented establishment, hotels can shape customers' expectations and justify their pricing strategies. This can result in attracting guests who are willing to pay for the perceived value provided.
4. Competitive Advantage - Positioning allows hotels to differentiate themselves from direct competitors and carve out a unique space in the market. By focusing on specific market segments or niches, hotels can create a competitive advantage that is difficult for others to replicate. This can lead to increased market share, customer loyalty, and long-term success.
5. Guest Experience - Effective positioning aligns a hotel's offerings and services with the expectations of its target audience. It helps hotels determine the right amenities, service standards, design elements, and overall experience that will appeal to their desired clientele. By delivering on the promised positioning, hotels can enhance guest satisfaction and generate positive review recommendations.
Ultimately, a hotel's positioning must align with its overall business objective and be consistently communicated and reinforced through all aspects of the guest experience, from the hotel's website and marketing materials to its physical appearance, staff interactions, and overall service quality. By defining a clear and compelling positioning strategy, hotels can create a unique and memorable guest experience that sets them apart from the competition and drives long-term success.
Lotus Marketing has been supporting properties across a multitude of brands creating unique, ownable, and actionable positioning. Through a collaborative process with executive and hotel leadership, our team conducts hotel and market research, compares the hotel against the competitive set, and identifies the best opportunities to differentiate the hotel. Additionally, we will provide you with the tools that align with your marketing strategies in order to bring your hotel positioning to life - including segment-specific copy for your website, travel ads, and digital display ads. Let's create something extraordinary together.
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