3 Smart Ways to Activate Your Hotel Positioning
You’ve established your positioning and defined your story, now what? Positioning helps you identify the relevant and different associations you want and need to stand for. That’s just the first step. Now you have to find ways to embed those associations in the right customers’ minds so they choose your hotel, every time. These are 3 smart ways you can start to (and continue to) activate your hotel positioning and make sure it doesn’t just end up as another forgotten PowerPoint deck.
Get Your Staff On Board
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Launch positioning in an all-staff meeting or town hall with an interactive presentation.
Use props, polls, or visual aids to build engagement. Or even debut a new lapel pin.
Let teams choose parts of the positioning messaging to start using regularly that work for their roles and responsibilities.
Practice using new positioning language in real scenarios (e.g., guest check-ins, phone scripts).
Create a quick-reference positioning toolkit for department heads to use and share. Include a positioning summary with clear, direct language.
Encourage leaders to model the language in daily interactions and meetings.
Bring Your Story To Life
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Update internal messaging with new positioning language and themes (e.g. email signatures, meeting backgrounds, newsletters)
Revisit guest-facing touchpoints to incorporate new positioning language and themes (e.g. elevator wraps, on-property signage, digital ads, social media, sales collateral)
Explore experiential tie-ins like finding local partnerships, launching signature packages, or activating the lobby and outlets through special events
Build Cross-Departmental Ownership
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Identify a passionate internal champion (marketing manager, GM, or department head) to drive implementation.
Establish a positioning “task force” with reps from F&B, marketing, sales, and operations to meet regularly to brainstorm activations, reinforce positioning alignment, and maintain momentum.
Plan for seasonal and new staff onboarding to make positioning a standing part of training.
Positioning isn’t just something you define on paper and forget about. It needs to be embedded in every interaction you have with guests from service, to experiences, to advertising, and marketing. Done right, it can help you consistently attract new guests, keep current guests, and give your staff something to rally behind.
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