Top Ways to Differentiate Your Hotel From the Competition

Hospitality is a competitive industry. Data from 2023 shows that there are at least 187,000 hotels in the world. Furthermore, the global hospitality industry was worth over $4 trillion as of 2022.

As with any industry, finding effective strategies to get a leg up on the competition is important for hoteliers and resort owners. Fortunately, you’ve come to the right place if you are looking for ways to:

• Enhance your business marketing strategies.
• Make your hotel shine in a competitive market.
• Connect with your audience and build brand loyalty.
• Grow your consumer base.
• Upgrade your physical hotel space.
• Increase bookings and revenue.

Learn how to distinguish your hotel from competitors in this guide. See the table of contents below:

• 19 Ways to Make Your Hotel Stand Out
• Benefits of Investing In An Outdoor Space and Furniture
• Find High-Quality Outdoor Furniture for Your Hotel at Wabash Valley Site Furnishings

19 Ways to Make Your Hotel Stand Out

Whether via weekly social media posts, community events or multipurpose outdoor spaces, there are many ways to distinguish your hotel from the competition. Below are 19 tips to enhance your marketing strategies, hotel design and bookings.

1. Take Advantage of Social Media

Research shows that over 95% of hotel guests post photos and reviews of their stays on social media, making it an excellent opportunity to connect with your audience. If you don’t currently have a strong social media presence, consider developing a regular posting schedule to engage users with your brand.

You can create written and visual content for platforms like Facebook, Instagram, Twitter, YouTube and TikTok. Pinpoint your audience and share content on platforms they commonly use. Highlight the beauty of your property with eye-catching photos and videos to encourage social media users to book a stay.

As you grow your social media presence, people will start to recognize your brand as the cool place they saw online. The more post shares and interactions you receive, the more your brand visibility can grow.

2. Optimize Your Website

Your hotel’s website is arguably its most crucial marketing platform. This is where prospective guests will go to learn about your business and its offerings. A user may be looking for certain features in a hotel, such as a pool, spa, gym, restaurant or close proximity to a specific location.

Your website is where they will go to find all the details. That’s why your website should be easily navigable, up to date and accessible through desktop and mobile devices alike. Ensure it includes all pertinent information about rooms, amenities, nearby attractions and more.

Besides general information about your hotel, be sure to include photos, videos, blog posts, articles and other engaging content on your website to draw users in.

3. Use Search Engine Optimization (SEO)

Never underestimate the power of search engine optimization (SEO). This marketing strategy can help you expand your audience reach, grow brand awareness and increase your revenue stream. In fact, 68% of online experiences start with a search engine, and over half of all website traffic comes from organic searches.

Use thoroughly researched keywords and SEO-friendly title tags to help your hotel rank well in search engine results pages (SERPs). SEO helps drive more traffic to your website so potential customers can find you.

4. Leverage Email Marketing

Maintaining relationships with past customers is as important as reaching new ones. Email marketing campaigns are great for boosting customer engagement and loyalty. You can continue reaching out to guests long after their stay. Sending information about your hotel’s loyalty program and exclusive offers can make your previous guests feel more appreciated.

You can also use email marketing to connect with future guests, promote your hotel and cross-sell and upsell rooms. Email marketing has a surprisingly high return on investment (ROI) of $36 for every $1 spent. This ROI is four times higher than that of direct mail, social media and paid search.

5. Create a Loyalty Program

A loyalty program is a strategy where businesses provide benefits like rewards and discounts to loyal customers. It typically uses a point system. When customers purchase the company’s service or product, they earn points to redeem for complimentary products, discounts and other perks. A loyalty program aims to encourage repeat purchases and build customer trust.

Hotel loyalty programs can improve customer retention and increase returns from repeat guests. Research shows that 84% of consumers are more likely to stick with brands that offer loyalty programs. Furthermore, 66% of customers say the ability to earn rewards influences their spending behavior. Consider offering a hotel rewards program where guests can earn points by booking stays.

6. Integrate Community and Culture

Cultivating a sense of community and a small-town feel can help set you apart from larger hotel chains. It’s also an excellent way to support small businesses in your area. Create an unforgettable experience for guests by showcasing all your community has to offer. There are many ways to advertise your community, such as:

• Providing complimentary chocolates from a local candy shop.
• Stocking bathrooms with locally made soaps.
• Using locally sourced ingredients and promoting these farms on your menu.
• Selling bags, clothing, jewelry and other handcrafted items from small businesses in your hotel’s gift shop.
• Telling guests about community attractions and upcoming events at check-in.
• Including murals and paintings of your local area in the lobby and hotel rooms.
• Partnering with local businesses like coffee shops, restaurants and fitness centers for a guest discount.

7. Share Your Story

The story of your hotel’s founding and vision can have a lasting impression on customers. Many people feel more connected to a brand when they know more about its mission and how it came to be.

Share about your brand on your website and social media. Highlight its story and mission around your hotel. You could use decorative wall accents or distribute complimentary gifts tying back to an origin story. Your brand will become more memorable to guests and they can share this story with others.

8. Use Reviews to Your Advantage

According to TripAdvisor, 81% of customers read online reviews before booking a stay at a hotel. Consider asking guests to leave a review after their visit. You can use this feedback to find opportunities for improvement and make adjustments accordingly. Seek improvement areas by frequently checking reviews on booking websites, as well. 

9. Offer Virtual Tours

Hotels that offer virtual site tours on their websites receive 87% more views and 50% more clicks. Furthermore, people spend five to 10 times longer on these websites. You can engage prospective customers with your property through a 3D or 360 video walkthrough of your hotel. This can encourage them to check it out in person.

10. Introduce Your Team Members

Your staff is the driving force behind your hotel’s operations. From preparing delicious meals in the kitchen to keeping every room in top-notch shape, your employees do a lot behind the scenes to keep things running smoothly.

Highlight each of your team members and all of their hard work on your website and social media. Introduce your kitchen crew, maids and housekeepers, massage therapists, estheticians and anyone else that plays a pivotal role in your company. Your people are a significant part of what makes your hotel unique.

Your audience can feel more connected to your business when they get to know the people involved in its success. Besides engaging people with your brand, this strategy also shows your appreciation for your staff and all they do.

11. Host Onsite Events

Onsite events can provide fantastic engagement opportunities for guests currently staying in your hotel. You could host an event to celebrate a national holiday, your hotel’s anniversary or no special occasion at all. Include games, trivia, raffles and other events for people to win prizes.

Share photos and information about your event on social media. This can encourage others to attend the next one or even book a stay. Consider this marketing strategy if you’re seeking a fun way to reach your local community.

12. Do a Giveaway

You don’t need a strong social media presence to do an online giveaway — often, all it takes is a couple of shares to get the ball rolling. Announce a sweepstakes event through platforms like Facebook and Instagram. You can also extend it beyond social media and invite loyal hotel guests to join via your email newsletter.

Participants can enter the giveaway by sharing the post, commenting and tagging a friend. Offer a chance for people to win a free night’s stay, dinner for two at your restaurant or another prize. You can also create a hashtag for your hotel and encourage people to share it to enter the contest.

Creating a social media sweepstakes contest is one way to attract potential customers and build buzz around your brand. You can increase awareness without a costly advertising campaign.

13. Give Back to Your Community

Serving your community is a great way to build a more positive brand image, make your community greener and help people in need. Here are some ways to give back to your community:

• Hoste a food drive: Have people bring in nonperishable food items like pasta, cereal and canned goods. You can then donate these items to a local food bank. Around Thanksgiving or Christmas, you could also partner with a local restaurant to host a holiday dinner for families in need.
• Clean up the community: Host a cleanup at a local park or beach. Volunteers can sign up to come and pick up trash. Encourage your staff to participate, as well.
• Donate unused items: Rather than throwing them away, consider donating unused soap bars, shampoo bottles and other toiletries to a local shelter. This is one way to support those in need and reduce your environmental impact.

Promote these community service events through your website, social media and physical flyers. People may be more likely to give you their business if they see how much you value the community.

14. Respond Personally to Guest Inquiries

Instead of predefined answers or templates, provide more personal responses to guests’ questions and comments. Answer each inquiry thoughtfully, whether the feedback is positive or negative.

Maybe a guest raved about the locally sourced soap or shampoo in the bathrooms. Tell them where these products came from and that you’re happy they enjoyed them. Maybe another guest was disappointed that there were limited options for those with dietary restrictions. Send them a message and ask them to provide feedback on how you can diversify your menu. 

Individually responding to social media comments and online reviews can be time-consuming. However, you can look at it as an opportunity to boost your brand image.

15. Create a Beautiful Outdoor Space

A hotel should go beyond an elegantly decorated lobby and a comfy place to sleep. While these are necessities, you’ll find them in essentially every hotel. What you need is a “wow” factor to really set your property over the top. That’s where a beautiful, multipurpose outdoor space can come into play.

Your hotel’s outdoor area is as critical as every square inch of your indoor space. A comfortable, relaxing and enjoyable outdoor space encourages your guests to spend time outside and get active.

The more amenities included in your hotel’s outdoor space, the more people you can appeal to. For instance, people looking to get some exercise can walk or bike on the trail, head over to the basketball court or take a rooftop Pilates class. Those looking to unwind and relax can lounge by the pool or dine al fresco style at your outdoor restaurant and bar. The possibilities are limitless.

Consider different features and activities your hotel outdoor space could offer. Explore some ideas in the next few sections.

16. Add Unique Swimming Pool Features

Many hotels already have swimming pools, but you can take this amenity to the next level by incorporating some unique features. For instance, you might offer rentable cabanas, a swim-up bar, water aerobics classes or a splash pad for kids.

Decorative accents like rock waterfalls, flowers, palm trees and colorful outdoor lights can enhance the pool’s aesthetic appeal. Commercial picnic tables shaded by large patio umbrellas offer guests a comfortable place to sit poolside.

17. Offer Sports and Games

Give guests a chance to get active with sports courts and games. For instance, you might include courts for tennis, pickleball, basketball or volleyball. You might have a large, open field with soccer nets or cornhole boards. Additionally, you could design an outdoor rooftop gaming area with a pool table, shuffleboard or bocce ball court.

18. Provide Walking and Biking Areas

A trail for guests to walk, run or ride bikes is another excellent outdoor amenity. It’s a wonderful way to promote physical fitness and get outdoors. Consider purchasing a fleet of bicycles for guest use. Don’t forget to install some bike loop racks so guests can seamlessly store and access bicycles.

19. Design an Outdoor Restaurant

An outdoor restaurant equipped with a grill, bar and extensive menu is sure to delight guests looking for a unique dining experience. Whether a ground-level deck in your hotel’s backyard or a rooftop restaurant with stellar skyline views, there are multiple ways to incorporate an outdoor eating area.

If you open your restaurant to the public, people who aren’t staying at your hotel can try it out and spread the word to others. This makes it an excellent revenue booster all around. Embellish your outdoor dining area with the following features for a warm, welcoming ambiance:

• Bistro and string lights
• Hanging plants and flowers
• Fountains
• Cozy seating
• A fire pit
• Outdoor televisions
• Music
• Lit walkways and garden beds

If you’re in a colder location, installing an indoor dining section and heaters can make the space usable year-round. Sufficient air conditioning and outdoor ceiling fans keep guests cool during warmer seasons.

Benefits of Investing in an Outdoor Space and Furniture

Quality outdoor tables, seating and other furnishings enhance comfort and enjoyment in your hotel’s outdoor area. Making the most of your outdoor space can bring many perks over time, from increased sales and revenue to more brand recognition. Here are some advantages of a well-designed outdoor hotel or resort area.

1. Greater Customer Satisfaction

A multipurpose, chic outdoor space gives guests a place to socialize, relax and have fun. Naturally, this will increase their overall experience and satisfaction.

Happy customers will be more likely to leave positive reviews and recommend your hotel to others. With various amenities to enjoy — like comfortable seating, a rooftop dining space, swimming and games — people will be more inclined to put in a good word for your business.

They can take a serene stroll through the garden, attend an open-air workout class or lounge by the fire. There are multiple spots and activities to enjoy, thus appealing to more guests.

2. Increased Profits

The more square footage your hotel’s outdoor space has, the more guests you can accommodate. An extensive outdoor area with plenty of seating and various perks fosters a more positive customer experience. In turn, people are more willing to stay longer and spend more. More features provide more opportunities to increase revenue.

3. More Brand Awareness

A stunning outdoor area makes for some eye-catching social media content. As you share photos and videos of your new outdoor space, people will start to recognize and associate it with your brand.

Posting about your outdoor area and amenities — whether a restaurant, pool, exercise area or walking trail — can increase your brand visibility and customer base.

4. Stronger Social Media Presence

Your outdoor hotel area can be as aesthetically pleasing as your indoor space, if not more. Besides providing some stellar website content, your outdoor area can help you gain more traction on social media.

A well-designed, eye-catching outdoor space makes your property more social media-worthy. You can establish more of a presence on Instagram, Facebook, and other platforms. If your brand grows more popular on social media, people could come and visit solely because of the beautiful photos they saw online.

After establishing a solid social media presence, you can start sharing more original content and build customer relationships.

Find High-Quality Outdoor Furniture for Your Hotel at Wabash Valley Site Furnishings

If you are ready to delight your guests with a stunning outdoor hotel space, Wabash Valley Site Furnishings can help. We have a large selection of outdoor furnishings and site amenities, including tables, benches, chairs, litter receptacles, grills, patio umbrellas, and more. Our licensed professionals can also provide hassle-free site furnishing installations so you don’t have to.

Whether you’re furnishing a pool area, restaurant, or another outdoor space, you can find durable and cost-effective products at Wabash Valley Furnishings. Browse our hospitality outdoor furniture solutions and place an order today.