[MUSIC] Okay, so we just discussed the travel journey and where hotel marketing fits in. Now, let's find out how to make the hotel stand out from the competition. To do this, we need to figure out a clear USP, a unique selling proposition for the hotel. And that isn't as hard as you think. This USP will determine the voice, image, and positioning of the hotel for the marketing on all platforms. A unified and accurate USP on all marketing channels will result in clients that have the experience they had envisioned when they planned their stay. And aren't thus likely to share. But this step is rarely done properly for a simple reason, that's a hotel's USP is almost never what the hotel leader thinks. It is, however, always what the guests think. To determine a USP, there are three factors that come into play. These are location, price, and comfort. If a hotel has graded all three of these, they don't need any additional marketing as word of mouth will take care of it. For example, a hotel with a great location that has a low price and an excellent service, such a hotel wouldn't need any marketing. Their main problem would be but such hotels rarely, if ever, exist. A hotel with a great location often has a very high price and if they don't the comfort and service isn't really there. If the hotel has a really competitive price, they are often located in a second tier location or have a very low comfort service etcetera. So normally there is one of those points that is the hotel's strong point, best value, great location, awesome design or comfort service, etcetera, you get it. Then once you've determined which it is, you then need to qualify it. For example, best designed hotel in London's West End. But we said you need to figure out what the guests think. The trick in doing that lies in positive guest reviews. Go through all the most positive reviews of the hotel and see what guests say. Look for common points that keep coming back such as incredible location, or best value or amazing service, or others. Don't look at all the reviews. Filter out only the best reviews. I once did some work with an amazing hotel in Paris. Unfortunately, due to the hotel's address and post code, the location wasn't in their favor. It was over one mile from the nearest monument, so the USP was determined based on all the great interior design work that had been done. Great amenities, most expensive designer TVs. Italian, leather furniture imported exclusively for the hotel. Amazing bathroom amenities and world class perfume companies have made amazing soaps and shampoos, it didn't work. Perplexed, we began going through all the best reviews to understand what was happening. Exactly what we thought was not the USP, the guest considered the USP, location so we tried to figure it out. The hotel was more than 15 minute walk to the Eifel Tower, not very close at Paris standards, but what we hadn't realized, is that after walking about 4 minutes the guest had an unobstructed direct view to the Eifel Tower. Guests were raving about the location, close to the Eifel Tower. Listening to the guests we changed the marketing, and positioned the motel as close to the Eiffel Tower, and we've never looked back since. So once you've determined the key words or phrases that keep coming up, such as location, value, etcetera, you now need to qualify it, meaning, best value compared to what? Great location. Near where? Or incredible service, at what cost? A hotel always has something unique. It's the marketer's job to find out what it is. In conclusion, a hotel USP is normally based on one of the following three points, location, price or comfort. B, a hotel USP isn't what you or the hotel thinks, it's what the guests think. And C, the best way to find out what guests think is to look through the most positive reviews. D, the USP defines how a hotel is marketed and spoken of on all channels, not just the website . E and lastly, when writing a USP story or concept, it must be a personal benefit to the consumer, not something that is great for the hotel. Guests don't care if you have the most expensive TVs. They aren't getting those TVs. Make the USP about what they will get and keep. In the next video, we'll talk about to properly market a hotel through its website, and how to put the USP to use in a hotel's marketing.