Your Hotel Is Not Competing with Who You Think: Understanding Your True Market Position
Albert BarraJune 18, 2026 · 1 min read
Ideas, knowledge and community for a better future in Hospitality.
BYAlbert BarraHospitality · Strategy · Leadership · Marketing
Many hotels believe they understand their market position, but the reality is often different. Positioning is not defined by what a hotel says it is, but by what guests perceive and remember. Analysing reputation, understanding your actual guests and building a clear value proposition are essential to standing out in an increasingly competitive hospitality market.
If I were to ask you right now what your hotel’s actual position is within its destination, would you be completely certain of the answer?
I am not talking about its official category, average rate, or what the website says. I am talking about something more important: the place your hotel occupies in the guest’s mind.
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