A few years ago I started an interesting experiment.
I called several hotels (hotels of the same category and in the same neighborhood) and asked the following question:
“We visited your website and we have all the information we need. We know the location and your room offer, but we have one problem: there is so much choice in your area that it’s difficult to decide on a hotel. What would You say, what sets you apart from your competitors here in the surrounding area?”
A moment of silence and the person on the other end did exactly what we are all trained best to do in the hospitality industry: describing room categories, hotel amenities and listing the benefits of their location.
But that was information that I already had and so I repeated my question: I wanted to know what set them apart from the competition around the corner.
I could almost feel the strain on the other end of the line looking for a reasonable response, but it seemed that no one could give me a satisfactory answer … I talked to people in the reservation, at the front desk, with sales offices, concierges, and guest services.
(In one of the hotels I had to pose my question three (!) different times, because I was connected to three different departments, but again, I received no answer)