Striving to be different is one way that hotels can set themselves apart from the crowd, but being too different can be detrimental to business. An important thing within the travel industry is competitor analysis - discovering what the competitions are doing that’s directly leading to higher rankings. This could include targeting a specific demographic, offering special rate, or ensuring online marketing materials which are SEO friendly. Competitor analysis can be particularly beneficial to hotels within the business districts or near airports, where there is no ‘average’ guest. Marriott Hotels are an excellent example of a brand placing more resources into competitor analysis.
The hotels should take online marketing strategy seriously and allocate budget for better online presence.