Positioning of a hotel in the market.
📊 What is hotel positioning?
Positioning refers to how your hotel is perceived by potential guests in relation to other accommodations. It’s not just about price, star rating or location — it also involves your online reputation, perceived quality, design, services, reviews, and how well your brand promise matches the actual guest experience.In Revenue Management, understanding your positioning is essential to build a coherent pricing strategy and connect with the right audience.
🧠Keys to understand positioning
- It is perception, not direct control: You do not decide what your position is, the market decides.
- It is comparative: You exist in relation to other client options.
- It is built with data and with emotions: Prices, photos, scores, brand narrative…
✅ Why does positioning matter?
- It directly impacts conversion: a poorly positioned hotel (in price vs. perceived value) loses bookings.
- Helps adjust pricing without resorting to rate wars.
- Influences which channels will bring more bookings (direct, OTAs, agencies…).
- Serves as a foundation for sustainable revenue and marketing strategy.
📘 Practical example of positioning
Two 4-star hotels in the same city:
- Hotel A has strong reviews, professional photos, smart pricing and a clear local experience offering.
- Hotel B has similar facilities, but weaker visuals and lower guest scores.
- → Though both charge the same, guests perceive greater value in Hotel A.
- That’s the power of positioning.
👉The place your hotel occupies in the guest’s mind compared to alternative options.
In short, the positioning It is the place you occupy in the customer’s mind when comparing options. And in a world full of alternatives, The best perceived does not win, but the best perceived.
