Hotel Value Proposition (6): Turning Interest into Bookings

Have we ever stopped to consider why a guest should choose our hotel over another? Regardless of where that decision is made in the guest’s mind—whether on an OTA, your website, in a newsletter or through a Google ad—only the guest has the power to decide, which is why a hotel’s value proposition must be compelling and convincing. A hotel’s value proposition is one of the most overlooked aspects of hotel marketing, yet it plays a highly important role. Given today’s strong focus on experiences and the need to differentiate ourselves from competitors, the value proposition is essential when it comes to persuading guests to book. If a hotel’s value proposition is weak, it will be entirely ineffective, meaning that rather than seeing the value, guests will ultimately book based on price. It may also mean that many prospective guests will overlook it or simply not remember having seen it. A strong hotel value proposition, on the other hand, tells guests what makes it special and unique: it tells them why you are the perfect match for them and justifies the price they need to pay for it.

what exactly is a value proposition?

It is not simply a list of features. A value proposition sits at the intersection of what your hotel offers, what your target market wants and needs, and what the market as a whole offers. A value proposition clearly establishes the benefits you provide to your guests and how you provide them. In this sense, it describes your ideal guest, the value you offer them, and why they should overlook the competition and choose our hotel. A value proposition is not a slogan, a positioning statement or a catchy phrase. It is more than that: it is why and how your hotel is a solution to your guests’ needs.

what makes a clear value proposition easy for guests to understand?

• It can be read and understood in 10–20 seconds.
• It explains what makes you different or unique.
• It avoids vague, generic descriptions such as “top-rated” or “satisfaction guaranteed”.
• It conveys the benefits of choosing your hotel. Your guest should know exactly how they receive greater value by staying with you.
• It should also include the added value of booking direct.

Creating a Strong Value Proposition

The biggest challenge hotels face is creating an effective value proposition and communicating it clearly. We must not forget that it also needs to be tested and results measured, in case adjustments are required. No two value propositions are the same. However, most share similar elements that communicate information to guests effectively:

1. A clear headline

This is usually the main benefit a hotel offers and the most significant problem it solves for guests. Either way, it must capture attention quickly. The headline is the first thing that catches a guest’s eye when they visit your website, and it quickly determines whether they will continue to invest their time and attention.

2. A visual element

Images have great power to convey and communicate. We must ensure that we include images that reinforce the message. These may be images of specific elements of your hotel (the wedding ballroom, special spa treatments, etc.) or images related to a particular season (Christmas, New Year or half term).