Figuring out a hotel USP

Posted on October 6, 2010

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Hotel USP - what's in it

Aside from a very over-used marketing term, USP just means: Unique Selling Proposition or Unique Selling Point.

It is what makes you different from the rest of the competition.

A USP is not a catch phrase or a marketing tag-line. It is also not your marketing slogan. The USP is what separates you from the others. Why are you better than the others.

The tag lines and slogans are worked out afterwards to communicate that USP to the end user.

Now what many people get wrong when they try and figure out a USP is that they are not taking it from the end-user’s viewpoint. A USP has to be a benefit to the end-user. For example that your hotel has been the home of some famous person is NOT a USP. Because it just doesn’t appeal to the end-user as a personal benefit.

There are three main factors that you should analyse to work out your USP they are:

1. Location

2. Comfort

3. Value for Money

With a careful study of these three points you will be able to determine your USP.

And remember, USP is all about customer perception – it’s not necessarily an objective statement of your hotel, it’s how the customers perceive your hotel that counts.

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