Unique Selling Points

Introduction

The new Unique Selling Points feature allows hotels to create and manage up to three key selling points with a custom title, available in all active languages. This functionality is designed to enhance the booking experience by showcasing key hotel benefits at crucial decision-making moments.

What are Unique Selling Points?

Unique Selling Points (USPs) are distinctive features, services, or benefits that set a hotel apart from its competitors. They represent the compelling reasons why guests should choose one property over another, highlighting what makes the hotel special and memorable. 

Well-crafted USPs help:

• Differentiate the property from its competitors
• Engage prospective guests by showcasing key benefits.
• Boost conversion rates by addressing guest priorities.

Why USPs Matter?

In today's competitive hospitality market, hotels need to differentiate themselves effectively to capture potential guests' attention. USPs serve as powerful marketing tools that:

• Increase conversion rates by clearly communicating value propositions
• Reduce booking abandonment by addressing guest concerns upfront
• Build brand identity and positioning in the market
• Enhance guest expectations and satisfaction alignment
• Improve direct booking rates by showcasing unique value

Benefits

• Improved conversion: Clear value communication reduces cart abandonment
• Competitive advantage: Differentiation from other properties in the area
• Brand consistency: Unified messaging across all touchpoints (website, Booking Platform)
• Guest confidence: Transparent communication builds trust

Best Practices for Effective USPs

Be specific and concrete: Use precise descriptions rather than vague claims

• Good: ‘Free high-speed WiFi throughout the property’
• Avoid: ‘Great amenities’

Focus on genuine differentiators: Highlight what truly sets your property apart from competitors

• Example: 'Only hotel with direct beach access in the city centre'
• Example: 'Historic building with original 16th-century architecture'

Keep it guest-centric: Emphasise benefits that matter to your target audience

• For business travellers: '24/7 business centre with printing facilities'
• For families: 'Kids eat free at our on-site restaurant'

Use compelling language: Choose action-oriented, benefit-focused wording

• Good: 'Unwind in our rooftop infinity pool'
• Avoid: 'We have a pool'

Stay truthful: Ensure all claims can be delivered upon consistently

• Example: 'Complimentary airport shuttle every 30 minutes' (only if you can guarantee this service)

Consider your audience: Tailor messaging to your primary guest segments

• Luxury travellers: 'Personal concierge service available 24/7'
• Budget-conscious guests: 'Free continental breakfast included'

Maintain consistency with website: Ensure USPs align with messaging on your hotel's official website and other marketing materials

• Example: If your website highlights 'Award-winning spa treatments,' use the same language in your USPs rather than 'Great spa facilities'

 

Booking Platform Display

In this first delivery, clicking on the Booking Summary CTA will display the Unique Selling Points when the Cart is empty.

This will open the cart and show the Unique Selling Points.

 

 

Set Up in Booking Platform Extranet

USPs feature is only available in the Extranet. 

A new tab is displayed on the Menu, in the Hotel Setup tab called ‘Unique Selling Points’:

This tab will take you to the new USP page where you will be able to create a unique title for all the USPs and up to 3 USPs in all the available languages your hotel has in the Booking Platform. 

All active languages on Booking Platform will be indicated on the right hand side, being English mandatory.