Saying you’re for families or couples or categorizing as premium or comfort isn’t differentiation.

There is nothing unique in half board service BUT if it’s vegan buffet than we are talking about differentiation.

Saying you’re “adults only” or “all included” or “family friendly” and similar is just a helpful statement which categorizes your hotel so guests can recognize you as one of the options.

But this is not differentiation. This is opposite from differentiation.

This way you are putting your hotel among other hotels which claim they’ve been thinking specifically about those types of guests.

It kind of helps you target your ideal guests, but it doesn’t help them choose you and that’s what you want. That type of information is not what will set you apart.

It could help in situation like this: there are two hotels in an area; one is known for unusual cocktails and live unplugged music and other one has free babysitter and kids shows.

But it’s never this obvious. Even this example is not simply saying “family friendly” vs. “adults only”, but paints the picture of actual experience.

Same goes for any attempt of categorization, like half board, premium rooms or whatever.

This is not how people make decisions. It’s just additional helpful information which doesn’t help you stand out.

Real differentiation is talking to your ideal guest, meaning knowing what they need and want, and communicating clearly your offer and its details including your values and concept.

Emphasize everything that is fun, unique, weird or very specific about your hotel. Don’t be a good option, but the hotel they really want to stay in.

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