web initiatives that provide unique value to the customer.
initiatives that provide unique value to the customer.
A robust de-commoditization strategy involves the following:
- Focus on the value side of the Price vs. Value Equation
- Differentiation of the hotel product offering from offerings by the comp set
- Differentiation of the hotel offering from the indirect channels (i.e. third-party online intermediaries)
- Differentiated approach to the hotel’s different key customer segments (i.e. family travel, business travel, meeting planers, wedding planners, etc.)
Travel consumers look for product uniqueness, special opportunities and value. Working hard against further commoditization of the hotel product and services should become an important objective in 2007.
Hoteliers have to identify unique aspects of the hotel product and destination and develop a unique value proposition to the hotel customer, utilizing a differentiated approach to key customer segments. A good start is creating unique specials and packages, event-related getaways, seasonal promotions and other marketing initiatives that provide unique value to the customer.