In the hospitality industry, it is tempting to look at what others are doing and replicate it, hoping to achieve similar results. However, this strategy can be a double-edged sword. Copying without in-depth analysis can lead to decisions that blur the hotel’s identity, causing it to lose its essence and differentiation. I have observed that many properties fall into this trap: they introduce services or campaigns that do not fit their target market, or adopt technologies that are not aligned with their internal operations. This reactive approach often results in unnecessary costs, guest dissatisfaction and a loss of market positioning. The key is not to ignore the competition, but to learn from it with a critical perspective. Understanding what works, why it works and how it could—or could not—be integrated into your business model is essential to making sound decisions. Rather than imitating, the goal should be to draw inspiration from the market to create a unique and authentic value proposition that reflects the hotel’s identity. It is important to remember that differentiation is not merely a marketing concept; it is a business strategy that translates into a consistent and memorable guest experience. Guests are not looking for copies of what they already know; they are looking for original experiences that resonate with their values and expectations. Choosing not to copy directly does not mean reinventing the wheel, but it does require a measure of introspection, analysis and creativity. As I often say: “Inspiration comes from the market, but authenticity is born from understanding who you are as a brand.”

Imitation does not guarantee success

One of the most common mistakes in hospitality is assuming that if a strategy works for a competitor, it will automatically work for your hotel. This overlooks key factors such as:

• Market segment: Not all hotels have the same target audience. What is effective in a luxury hotel may be irrelevant in a boutique hotel or a property catering to business travellers.
• Location and cultural context: Guest preferences vary according to region, culture and economic conditions.
• Internal resources: Copying a strategy without the right infrastructure or staff can result in poor execution and frustration for the team.

A PwC report indicates that 74% of consumers place greater value on personalised experiences than on generic offerings. This shows that replicating ideas without adapting them may be perceived by guests as a lack of authenticity. By imitating without analysing, a hotel can lose what makes it unique. Guests seek brands with a clear identity, not an incoherent mix of ideas borrowed from others.

• A blurred identity can create guest confusion and erode loyalty.
• Marketing efforts are likely to lose effectiveness because they do not communicate a clear, differentiated message.

Before adopting any idea from the competition, conduct a detailed analysis that considers the following points:

• What problem is this strategy solving? Assess whether the same challenge applies to your hotel.
• Is it relevant to your target audience? Understand your guests’ interests, needs and values before making a decision.
• Can you implement it efficiently? Consider your resources and operational capabilities.

A useful tool is to conduct a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) for each initiative. This helps identify whether it truly fits your business model.

Prioritise differentiation

Rather than copying, find ways to adapt ideas that highlight your value proposition. Some strategies include:

• Personalising experiences: If a competitor introduces a loyalty programme, how could you adapt it to highlight unique aspects of your brand, such as your connection with the local community?
• Adding your own signature: It is not simply about offering a service, but about delivering it in your own way. For example, if a nearby hotel offers gourmet breakfasts, you could incorporate organic options or dishes inspired by local recipes.
• Innovating through small improvements: Sometimes, change does not require major investment. Introducing personalised details can have a significant impact.

One of the best sources of inspiration comes directly from your guests. Listening to and analysing their feedback can help you identify what they value and what they expect from your hotel. This makes it possible to develop strategies that truly resonate with their needs. According to a TrustYou study, 88% of travellers consider online reviews when choosing accommodation. Use this information to refine your approach without losing authenticity. Creating an authentic value proposition not only improves guest perception, but also strengthens your position in the market. Some of the key benefits include:

• Guest loyalty: Guests who feel connected to your brand are more likely to return and recommend your hotel.
• Competitive differentiation: A clear identity enables you to stand out in a crowded market.
• Better resource management: By focusing on what truly works for your hotel, you avoid wasting resources on ineffective initiatives.

Drawing inspiration from the competition can be useful, but only when it is done with critical analysis and a clear understanding of the hotel’s identity. Copying without context is a risky bet that can blur what makes your hotel unique. The key is to learn from the market without losing sight of who you are. At the end of the day, guests value authenticity over passing trends. Turning that authenticity into a memorable experience is the real challenge—but also the greatest reward.