The hospitality industry is among the most dynamic in the world, but also among the most competitive. With the rise of hotel chains and Airbnb, the industry is seeing immense changes with customers’ expectations constantly evolving. This leaves many hotels struggling to find their niche and create their own Unique Selling Proposition (USP).
Your USP is what makes you stand out among other hotels and lodging options. For example, at Green Suites Hotel Solutions, our USP is that we provide the best in hotel amenities and dispensers, and do it in a way that is proven to save hotels money and lower their overall waste. Just as we hold a USP in the amenities business, you need to have one in the hotel and lodging industry.
If you do business the usual way and not make your hotel stand out, then you’re just another hotel among many — you offer similar services and function in the same way. You don’t have to reinvent the wheel, but doing things your own way is one way to make sure that your guest experience provides benefits that none other can. Check out a few of our tips below that we’ve found to help hotels stand out over their competitors.
- Ask Why YOU, and Not Them?
To give your hotel a competitive advantage, you have to really evaluate what you do differently from the long list of hotels in your region or area. What will make customers choose you again and again? THAT is your USP. Knowing this makes you unique. This will pop in a customer’s mind when they see your hotel’s name. It’s the one thing they’d remember about you when their friends ask them to recommend a good place.
To identify your USP, one thing you could do is to ask your regulars and new guests: find out why they chose your hotel instead of the others. There must be a reason. Knowing it and improving on it is the first step to standing out.
If nothing really distinguishes you, then it’s your cue to identify what you want to be known for and build towards that identity. Position your hotel in the minds of your audience as one who delivers the USP you promised — and make other selling points second priority. By honing on what you do best, you attract customers who particularly see what only YOU can offer and draw customers who are generally looking for great service.
- Up Your Online Marketing
The world has gone digital — and that’s old news. You’ve probably done the basics of getting your website up and having a great Instagram page. But websites and social media pages aren’t enough. Digital marketing is far more nuanced than ticking a few boxes and replying to comments.
To stand out, you must reach your potential customers at digital touchpoints where they may exist online. Other hotels will be there. Get a head start by making a marketing strategy tailored to your brand and integrated to your goals. To succeed in this endeavor, make sure to have several digital touchpoints to widen your reach wherever customers may be online. Tactics that capture their attention include: SEO, content marketing, paid advertising, and email marketing. Get the help of an online marketing pro to bring your strategy to life.
- Done the Old-Fashioned Way
It’s still true that to be remarkable, just do the ordinary exceptionally well. You’d be surprised at how many grand hotels everywhere in the world do not show up enough for their guests. No matter the size of your business, it’s important to ensure your customers are treated well. Giving them a personalized experience they can’t find anywhere else will definitely make your hotel a place to go back to.
Check in on them, offer a smile every time you spot them, make sure their issues are resolved. Remember that “professional” doesn’t have to mean being uptight and no-nonsense. Have fun with your guests! You can also go the extra mile with your guests by taking note of their preferences to have on hand next time they come, for your regulars, this will be just one more reason why they choose you and for your new guests, it will be a way to signal you care and give them a reason to come back, as you wow them with your end to end service.
Showing up for your guests has unquantifiable outcomes: you gain repeat customers, positive reviews, and word-of-mouth recommendations.
- Keep Employee Satisfaction High
Keeping staff happy is essential to any business’ success. You don’t want to attract only prospective customers but potential employees as well. When your people are satisfied with company culture and management, they’ll make their best effort to make the company successful.
You don’t want to be that hotel known for treating its crew poorly. Word gets around fast, plus, treating them poorly does have a ripple effect on their ability to perform. It will be obvious in their demeanor: a sigh here and a frown there, guests may find them unengaged, and they may perform duties unwillingly and at a lower quality. Treat them well, reward their excellent performance, and they’ll go over & beyond the call of duty for you.
- Reward Loyal Clients
Loyalty programs are a great way to draw new customers and keep the old ones coming back. A loyalty program that pays off for your guests will position you as the obvious choice among the competition.
You may think that all hotels offer loyalty perks already and that it won’t make you stand out. But, many simply aren’t offering much, you can put your spin on it and get creative to find rewards that make fiscal sense for both you and the customer. Partnering with other businesses in your area is a great way to do this, as you may be able to offer promotions of no direct cost to you or that even improve your margins if customers use them. Offer better value than your guests will get from the hotel up the lane. Two major things to note for your hotel loyalty programs: personalization and timing, give guests options to choose from and don’t make redemption such a long and difficult process and offer benefits in increments instead of one, huge bonus.
Improve Your Hotel’s Business With These Tactics and Choose Green Suites
Try and you’ll find these are sure-fire tactics in customer acquisition and retention. Remember, the main thing about standing out is creating an unforgettable guest experience consistently. To take care of the sustainability aspect of that equation and to get bulk hotel amenities and dispensers from the best brands in the industry, choose Green Suites Hotel Solutions!