How to Create a Hotel Value Proposition That Converts
Why should your guests pick you?
The value proposition is one of the most overlooked aspects of hotel marketing.
It’s responsible for turning the heads of potential guests, maintaining their interest, and making them book with you instead of your competition.
If your value proposition is weak, you’ll be as unique as a self-help paperback in a bookstore. Potential guests won’t want to book with you, because they simply don’t have a reason that’s compelling enough.
A strong hotel value proposition, on the other hand, tells guests what makes you special and unique: it tells them why you’re the perfect match for them.
So, if you want to create a hotel value proposition that launches you above your competition and lands you more direct bookings, keep reading.
What Is A Value Proposition?
Your value proposition specifically states the benefits you provide and how you provide them. It describes your ideal guest, what value you provide for guests, and why guests should ditch the competition and choose you instead.
Your value proposition is not a slogan, it is not a positioning statement, and it is not a catch phrase. It’s something more than that – it’s why and how your hotel is a solution to your guests’ needs.
So What Makes A Good Value Proposition?
No two value propositions will be the same (and they shouldn’t be). The majority, however, have similar elements to effectively convey information to customers. These include:
1. A Great Headline
This is usually the biggest benefit being offered or the biggest pain you’re solving. Either way, it has to quickly hook attention. Your headline is the first thing that hits your guest’s eyes, and it quickly decides whether he’ll continue investing time and attention.
2. A Visual Element
3. A 2-4 sentence paragraph
This includes specific details of what you offer. Who is it for? What exactly does it do? And what makes you special?
4. Bullet Points
This is where you’ll list your main benefits and key features. You don’t need to get into the nitty-gritty details – instead, use powerful language to capture the guest’s interest and make them want to learn more.
Creating Your Value Proposition
According to research by Marketing Experiments, “the biggest hurdle companies have is creating an effective value proposition; the second is communicating it clearly; the third is testing/measuring the value proposition.”
If your potential guest has to scratch his head and go “hmm?” you’ve already lost. Clarity is the key to a high converting value proposition.
So what makes for a clear value proposition that’s easy for guests to absorb?
- It can be read and understood within 10-20 seconds
- It explains what makes you different or unique
- It avoids vague filler descriptions like “the best rated” or “satisfaction guaranteed”
- It conveys the benefits of choosing your hotel. Your guest should know exactly how he gets more value when staying with you
A note on clarity: Avoid being so simple that your value proposition slips into blandvertising.
What’s blandvertising? This simple headline test from Marketing Experts explains quite well.
In the test, the following headlines fought for higher conversions:
- Repairs Blown Head Gaskets in Just One Hour
- Simple Fix for Blown Head Gaskets
The first actually lifted conversions by 58%, because it was specific and more relevant to the target audience. Simplifying it made it too generic, which made it harder to convey value.
As the study above shows, you shouldn’t oversimplify to the point of drowning in generic terms and losing relevance- don’t blandvertise.
Powerful Value Proposition Examples
Now that we’ve wrapped our heads around the basics of a solid value proposition, let’s look at exemplary hotel value proposition examples that we can learn from.
Their value proposition is clear, uses relevant images, and radiates a fun personality. But what makes it powerful is how the hotel differentiates itself. They tell you how they’ve defied industry conventions to give you an authentic experience that immerses you into your environment and makes you feel like a local, rather than a tourist.
This value proposition feels unique, and it paints a picture of plush rooms, sophistication, and elegance. But it could improve by:
- Using a benefit driven headline. “Luxury Hotels In New York” doesn’t really convey extra value to guests. It just describes the hotel. A way of spinning this might be to say “Step into New York Luxury” or “Let New York Show You the Meaning of Luxury“.
- Clearer language. Yes, the hotel positions itself as more sophisticated and modern than others…but throwing in long-winded sentences and lengthy words (especially in the first sentence) will definitely create friction for guests.
CitizenM hotels are all about the future – and they believe the future of hotels is to have luxury accommodation at an affordable price. Their images reinforce their message, and they demonstrate their uniqueness with clarity.
However, they could strengthen their value proposition by not relying as heavily on video and balancing their homepage with written content to cater for impatient visitors.
To strengthen your value proposition, start with your customer persona: analyze what makes you stand out to your potential guests, and be sure to test your value proposition with either A/B split testing or PPC advertising.
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