Charles Revson, the founder of Revlon Cosmetics, famously said: “In the factory, we make cosmetics. In the store, we sell hope.”
It’s all too easy to get caught up in selling rooms each night. Most often, hotel marketers are buried under a barrage of daily marketing tasks that take up most of their time. It’s little wonder then that some hoteliers may start seeing their hotel as a commodity – as a physical product rather than a “creator of emotion”.
But, the most successful marketers know that what you sell is probably NOT what you should market. So, instead of focusing on your rooms, your restaurant, your spa or any of your travel awards, focus on the emotional benefit that a stay at your hotel can bring.
For example, Revlon sells makeup, but they market hope for women wanting to look their best. Disney sells tickets to an expansive theme park, but they market family togetherness and joy.
What feelings can come out of staying at your property? Is it precious time with friends and family? A peaceful place to remain productive and successful on the road? Is it a place to rekindle romance? Forget about your rational hotel features and emphasize how your guests will feel.