Usually, when people think of vacation spots, they often focus on some sort of natural landmark or some sort of city attraction. This is how people normally think of vacation spots.
For example, if you are traveling to Paris, chances are, you probably would want to take a picture of the left bank of the Seine River. You also would want to take a lot of pictures of the Eiffel Tower.
If you have time left over, you probably would want to snap a few photos of you in the Louvre Museum. Sounds awesome, right?
Unfortunately, most people just focus on the basics. Most people don’t really experience the whole range of sensations their vacation destination is otherwise capable of bringing to the table.
You want to convey this sense of value if you run a hotel. Because if you are going to simply allow your hotel to be equated with the vacation spot that it’s associated with, chances are, people are going to think that your hotel or accommodation business is a commodity.
In other words, people would say, “I’m going to Rome for business, and I’m just booking a room.” In other words, the room doesn’t really stand out. It’s not a destination, in and of itself. It’s not viewed as bringing its own distinct set of value.
People just look at it as just another checklist item. They look at it as an empty trivial detail that this does not really bring much value to the experience.
You don’t want that to happen to your business. You have to understand that there is a way to navigate the value people place on the vacation spot they’re traveling to and your specific accommodation business.
If you play this right, you want people to remember their Paris trip or their trip to Rome along the following lines, “I stayed at Joe’s bed and breakfast and it really made my trip to Paris all the more memorable.”
You want your guests to start thinking along these lines because this is the kind of thinking that will give your accommodation business the strategic advantage it needs to remain several steps ahead of the competition.
However, the moment people think your business is some sort of commodity, the easier it would be for the market to forget you.
Of course, the market will not forget you if you offer the lowest pricing, but you know and I know that that is not a viable way to compete. You cannot compete based on price.
If you want your business to stay afloat, you cannot compete based on price. That’s just not going to happen.
Maybe you don’t have enough rooms, maybe you don’t have the scale, maybe you don’t have the infrastructure. Whatever the case may be, competing based on price is usually a dead end.
It’s a one way street to eventual financial ruin. Don’t even play that game until and unless you have the proper infrastructure.
So how do you get your guests to remember your brand? Very simple. Do the small stuff. These small things add up to quite a bit of an impression.
For example, if you insist on installing the best composite decking in your hotel’s penthouse, people will notice. People will come back to that memory and they might re-book over and over again because these small details increase your perceived value.
Do you see how this works? Do you see how they all go back to the same place? That’s how you play the game.