Hotel Value Proposition: Why Guests Should Choose You

If there is one thing we do not do, it is put ourselves in our customers’ shoes, much less in their minds. The widespread tendency to focus on our facilities, or on how excellent our service is, means that we constantly forget that, deep down, the customer is asking themselves one question:

Why should I choose you? 

Wherever your customer discovers you—on a website, through an advertising campaign, on your own website, and so on—your hotel’s value proposition must be strong. Your website, of course, should be a major focus, as it is your gateway to direct bookings. The value proposition is one of the most overlooked aspects of marketing, yet it plays an important role. With today’s focus on experiences and positioning your property as unique, it is a key part of persuading customers to book. If your value proposition is weak, you will be as distinctive as a self-help paperback in a bookshop, and you risk having your message diluted among many others that communicate it better or have stronger brand positioning. Many potential customers will overlook it or simply forget they ever saw it. A strong value proposition, on the other hand, tells customers what makes you special and unique: it tells them why you are the perfect match  for them. Here are our top tips for creating a value proposition that will elevate you above your competitors and generate more direct bookings.

What Is a Value Proposition?

First of all, what exactly is a value proposition? It is not simply a list of features. A value proposition sits at the intersection of what you have to offer, what your target market wants and needs, and what the market as a whole offers. Your value proposition specifically sets out  the benefits you deliver to your customers and how you deliver them. It describes your ideal customer, the value you provide to customers, and why they should leave the competition behind and choose you instead. Your value proposition is not a slogan, it is not a positioning statement, and it is not  a tagline. It is more than that: it is why and how your hotel is a solution to your customers’ needs.

What Makes a Good Value Proposition?

No two value propositions will be alike. Most, however, share similar elements that effectively convey information to customers. These include:

1. A Clear Headline

This is usually the main benefit being offered or the biggest problem you are solving for customers. Either way, it must quickly capture attention. Your  headline  is the first thing that catches your guest’s eye when they arrive on your website, and they will quickly decide whether to continue investing their time and attention.

2. A Visual Element

Images are  powerful communicators. Make sure you include images that  reinforce your message. These may be images of specific features of your facilities or seasonal imagery.