The hotel industry is a very competitive sector and it can be difficult for independents to gain a foothold in the market. However, “difficult” doesn’t mean “impossible.” There are a few ways that independent hotels can stand out among their competitors and get a competitive advantage. Let’s look at five ways independent hotels can stand out among competitors and increase guest occupancy rates.
1- Have Waterslides
A waterslide connected to the hotel’s swimming pool for the perfect bit of advertising. It’s preferred to have one in an outdoor pool visible from the street to increase word-of-mouth advertising, but an indoor pool works, too. Potential guests will see the hotel as a place for fun and excitement, instead of simply as a bed to rent overnight. All online advertising should include pictures of the waterslide for the maximum effect.
2- Competitive Pricing
“competitive pricing” can mean two different things depending on the type of hotel. Budget hotels should aim to be at least $1 less than their nearest competitor, at least for one type of room (like a single queen bed). This will put you first on the list when customers sort by price. For higher-end independents, you should aim to be slightly less than the common luxury hotels like Hilton or Marriott.
3- Extra Amenities
Another great way is to make sure that your hotel offers something that the competition doesn’t. For example, the Mayfair Hotel in St. Louis became famous in the 1950s for putting a piece of chocolate on every pillow. Hundreds of other hotels ended up adopting the idea, but for a time, the Mayfair was able to set themselves apart by doing things a little differently.
4- Offer Discounts
Hotel discounts can take several forms, depending on which one works best for your business model. Weekly rates that offer a slight discount might entice potential guests to stay an extra night if it saves them a few dollars and lowers their average nightly cost. Higher-end hotels might decide to offer discounts through their websites or email newsletters. Loyalty programs like “your 10th night is free” can also be integrated into hotel websites.
5- Use Travel Websites to Your Advantage
Many customers prefer to book hotels through travel sites like Expedia, Orbitz, Hotels.com, and more. By posting high-quality pictures, employing SEO strategies, and making a compelling case in your listings as to why your hotel is the best choice for travelers to your city, you can help persuade customers to give you a chance. After all, with your customer service and superior offerings, you are the best in town, aren’t you?
By installing a waterslide, maintaining competitive pricing, offering extra amenities, offering discounts, and taking advantage of travel sites, small independent hotels can increase their nightly occupancy rates and stand out among the local competition of chain hotels and short-term rentals.
Any advantage that gives customers a reason to choose you instead of one of the major chains will go a long way toward building a consistent customer base and increasing positive word-of-mouth advertising.
