The Strategic Mistake of Trying to Appeal to Everyone
Albert BarraMarch 3, 2026 · 1 min read
Ideas, knowledge and community for a better future in Hospitality.
BYAlbert BarraHospitality · Strategy · Leadership · Marketing
Trying to appeal to everyone is one of the most costly strategic mistakes in hospitality. Lack of focus weakens the brand, creates operational friction and pushes hotels into price wars. This article provides practical frameworks to define a clear competitive territory and protect margins, positioning and strategic consistency.
There is a phrase I have heard far too many times in management committee meetings: “Our hotel is for every type of guest”. Every time I hear it, I know there is a problem with hospitality strategy behind it.
Wanting to appeal to everyone sounds democratic. It sounds commercial. It may even seem prudent. But in reality, it is an elegant way of admitting that we have not made uncomfortable decisions. And in Hospitality, a lack of strategic decision-making always comes at a cost: it erodes margin, dilutes positioning and wears down teams.
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