Do you remember when someone told you about a trip they took?
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You asked them where they stayed, and they said something like...
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"It was downtown, you know, the one across from the Starbucks."

You can blame it on poor memory, but something else is at play here.
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No Hotelier wants their property to be known as "the one across from the Starbucks."
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Yikes!

Why does it happen?
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Sadly, many people fail to find out what differentiates their business.
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Instead of looking inward to leverage existing strengths and opportunities, they look to their competition.
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Looking at the competition allows these businesses to;

• avoid perceived risk

• continue in the perceived safety of the "sea of sameness"

• rationalize the status quo using words like "industry standards"

• avoid efforts to understand their customers

I've said it before, "same is lame."

But, how do you ensure your property isn't just known as "the one across from the Starbucks"?

The answer is differentiation.

Differentiation is doing something out of the ordinary, something delightful and different.
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It's the mark of a brand-focused hotel providing unique value.

Differentiating your business in the marketplace can be done at many levels and doesn't have to cost a lot.
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I am digging this quote from Peter Theil. 👇
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"The best way to beat the competition is to run from it."
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Take DoubleTree Hotels, for instance.
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They understand the power of a warm chocolate chip cookie.
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Does a warm chocolate chip cookie get your attention? 🍪

It gets mine. I can smell it right now just thinking about it.
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OK, back to the Doubletree story.
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Every guest at any Hilton Doubletree hotel is given a warm chocolate chip cookie at check-in.
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This simple act of kindness differentiates them from the competition.

75,000 cookies are given out each day.
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34% of guests tell their friends about this delightful experience.
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That's 25,000 stories being told about DoubleTree daily.
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And the cost of each cookie?
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A mere $0.20.

Now, that's powerful differentiation.
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It costs very little but delivers big, long-lasting benefits.
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829,000 results on Google featuring "Doubletree chocolate chip cookies"
80+ comments on Reddit in the last 9 months
804,000 results on Google featuring "Doubletree chocolate chip cookie recipe"
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That's one powerful chocolate chip cookie!

mmm.....cookie!

If it can be done with a cookie, it can be done at various points, just keep it delightful and different.

Let's kickstart your differentiation strategy.

Method #1: The Question - What unique value do we or could we offer that our competitors don’t? ​
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Ask yourself and your team this one question.
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Brainstorm ideas about what you currently do well, and your strengths.
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Then head to your resource gold mine - your online reviews.
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Guests take the time to mention what they remember about you and what stood out for them.
Start scrolling and take notes of mentions to find your golden nugget.
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Double down on that one thing to differentiate.
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Want to get this job done fast?

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​TL:DR - Differentiation leads to higher rates, happier and repeat guests, brand loyalty, and word-of-mouth marketing.
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Differentiation is within your grasp.
It does not have to be expensive or time-consuming.
It needs to make sense to your brand and your guests.
It has to be memorable, delightful, and different.
Look inward, not at your competitors.