Value differentiation is a guest choosing you over the others when a deciding factor isn’t the price

If we made a survey today, what would your guests say the MAIN REASON FOR CHOOSING YOU over others is?

Are you cheaper or better? Or maybe conveniently located near airport or similar?

Do you have unique experiences everyone is talking about or warm and homelike service where guests feel very well taken care of, understood and intimate?

CHEAPER, BETTER OR EASIER?

If you’re happy and successful with your strategy that’s great. But if not, maybe it’s time to declare your value and live by it.

Value proposition can be anything but it needs to become your focus and you need to start communicating it clearly.

And delivering it.

Value proposition is how you differentiate on the market. It’s WHY people choose you.

It DOESN’T take years to build a strong brand identity and to have people identify with your values.

NO.

It takes:

- Choosing your value proposition

- Being the best in delivering it

- Being consistent in delivering it

It doesn’t have to be totally unique, but it is your CONTEXT (concept, type of service, values, guest profile, etc.) that make it special and authentic.

Note, even when you provide some of the lowest prices, you’ll still need to differentiate in creative and suitable ways. Read my post about capsule hotels in Japan.

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