Standing Out in an Increasingly Crowded Hospitality Market

• Define the real competitive set from the guest's perspective, including direct, indirect and alternative accommodation
• Analyse how competitors present their offer, experience and value
• Use reviews and market feedback to uncover competitor strengths, weaknesses and gaps
• Map the competitive landscape to identify where opportunities may exist
• Understand demand by travel purpose, occasion, need and behaviour
• Assess the attractiveness of different customer groups and occasions
• Identify needs that competitors serve poorly or inconsistently
• Match market opportunities with the genuine strengths of the property
• Build a value proposition that moves beyond lists of facilities to meaningful reasons to choose
• Distinguish expected basics from genuine points of difference
• Connect guest needs with property strengths and credible proof
• Test whether the proposition is clear, relevant and difficult to substitute
• Turn the value proposition into clear market-facing messages
• Choose the right channels for different target guests and travel occasions
• Use content, PR, partnerships and guest advocacy to build visibility
• Present the property effectively within third-party platforms without becoming interchangeable
• Move from short-term promotional activity to deliberate competitive strategy
• Identify the few things the hotel wants to be known and chosen for
• Use audience focus, experience, service, partnerships and packaging as competitive levers
• Make clear choices about what the property will and will not compete on
• Monitor competitors and changing guest expectations
• Develop a 90-day Competitive Positioning Action Plan

This course is particularly useful for properties reviewing who they should target, how they compare with competitors and how they can create a stronger reason for travellers to choose them.

• Hotel owners
• General managers
• Sales leaders
• Marketing leaders
• Commercial leaders responsible for growth, market positioning and customer acquisition