To fight the commoditisation brought about by an excessive focus on price, hotels must maintain unparalleled service levels with a strong brand focus. Every guest–new or loyal–that walks through the door needs to understand what makes that property and brand different and unique in the market. If a hotelier is unable to convince customers that their product is worth more than an Airbnb property based on “soft” factors beyond price (assuming that location is equivalent), then they’ve become a commodity. Price then replaces brand, service standards and physical property as the key driver of purchase decisions. The only way to operate at prices higher than other hotel competitors, is to deliver true value and experiences that competitors cannot match. If hoteliers do not effectively emphasise a hotel’s unique value, they are vulnerable to potential guests comparing their property prices against their competition – even if their product delivers a higher value. Get the full story at eHotelier