Viewpoint: how does your hotel stand out?

What makes you so special?

Hotels must consider what their unique selling point is to understand what they can offer guests over their competitors and stand out from the crowd. Hotels need that something extra to help appeal to pickier guests, particularly in oversaturated areas, as well as to deal with a sector experiencing serious staff shortages.

For example, Burgh Island is located on a tidal island, which can create challenges. Its location can make it difficult for guests to arrive, so the hotel has to use a sea tractor to ferry guests to and from the hotel. It can be impossible for guests to arrive and leave the island during high tide, making that extra bit of planning all the more important to ensure a smooth stay.

Ultimately, hotels provide a unique, social, well-serviced and tailored experience for guests that alternative accommodation can not always replicate. Hotels already offer a special experience – don't be afraid to embrace it.

Responding to demand

Increased consumer awareness means hotels must now meet the benchmarks expected by guests, such as environmental consciousness. It's not just guests that want eco-friendly hotels, but staff too. Potential recruits will want to contribute to a workplace that aligns with their personal values and creates a positive impact.

Hotels can incorporate these practices into their operations, such as using renewable energy, sourcing ingredients from local producers, reducing food waste and water consumption, and implementing energy-efficient measures. Installing LED lighting, smart thermostats and low-flow toilets where possible can help reduce energy usage, and encouraging recycling and the use of reusable materials are all ways hotels can foster a sustainable culture. Furthermore, by reducing energy consumption and wastage, hotels can save on costs – something particularly important during a cost of living crisis.

Since 2003, Burgh Island has established itself as a renowned eco-friendly hotel. Practices include water conservation, championing organic produce, effective waste management, and energy-efficient lighting. Burgh Island also hosts the annual Bigbury Net Zero climate change conference.

Tailored care

Technology can play a crucial role in the adoption of new trends, improving the experience for guests and staff alike. Hospitality, much like many other sectors, has managed to incorporate technology and artificial intelligence to great success. Many hotels, as well as alternative accommodation, now use online booking and check-in along with online chatbots to answer questions, use predictive data analytics to gain insights into guest preferences and behaviour to offer tailored recommendations, and provide smart appliances in guest rooms. These can all improve accessibility for guests and create a more personalised experience. Hotels that continue to rely on slow, manual processes are at risk of falling behind, and must consider embracing aspects of technology to remain competitive.

However, it is important to remember that technology is no substitute for the human touch. The human element in hospitality is a big factor in guests returning. When staff create relationships with guests, they feel like valued customers, fostering customer loyalty and increasing their satisfaction. In a highly competitive industry, it's vital to retain guests and do that little bit extra to set oneself apart from competitors. Adaptability is key, and the challenges that hotels faced can be leveraged to demonstrate what makes them better than their peers, setting them up for long-term success in a post-pandemic environment.

Penny Brown is the managing director at Burgh Island hotel, Bigbury-on-Sea, south Devon