If we told you that a Unique Selling Proposition (USP) is:
“The differentiating factor of a company / professional that clearly differentiates it / them from the rest and underlines the unique value that only that company can offer its clients.”
Then, what would you say is the USP of the restaurant in the headline picture?
What makes it stand out just by looking at their charcoal burgers and all those wonderfully colourful ingredients oozing out of the bread?
The quality of its truly vegan ingredients?
The inventiveness of their vegan recipes?
In other words, what is their promise towards us, its customers?
Do they promise us “nutritional vegan meals lovingly prepared daily by chefs with organic local, seasonal ingredients”?
If they do, then, they are onto a winner!
But probably so are the other 200 restaurants in the city!
So, what is that one thing that makes you different from all of them?
Is your restaurant focused on helping the less fortunate by delivering the leftovers to them every day?
That could definitely add bonus points to your USP!
So, let’s find out what a truly differentiating USP is and how to develop it.
The USP of your hospitality /tourism business: a promise you can’t break.
Imagine you’re up for a job interview and turn up to the potential employer’s HR office all nicely groomed.
First impressions? Great!
But what happens?
You haven’t done your homework and haven’t figured out why you are the best fit for that particular company.
Why you and not another candidate?
But if you don’t have your USP clear, how would they?
And most importantly, why would they hire you?
Exactly the same applies in the business world.
If you don’t know who you and your business are, how are your customers going to know it?
And remember that in today’s volatile and competitive marketplace, the slightest mistake can cost you dearly!
So, whether you’re thinking about launching a new hospitality/tourism business or whether you are the proud owner of one but didn’t dig too deep when you started, you need to clarify your USP asap.
It doesn’t have to be too long or too complex.
Quite the opposite.
Your USP has to be brief.
A simple and clear promise not unlike the promise made by the candidate to his/her interviewing employer:
“I promise to manage your company’s social media in French, Spanish and English, because I speak all three languages at a native level, and I know the customers in the three markets you sell to like the back of my hand”.
The promise that a professional flower artist makes to the client who hires her:
“I promise that the beautiful flower arrangements that I’ll create for your hotel reception will be delivered first thing in the morning and will be personally collected by me two days later and taken to a nursing home for the residents to be able to enjoy the flowers.”
The candidate’s point of difference is their ability to speak three languages at a native level as well as knowing the various target audiences of that company in depth.
Possibly, something very few candidates will be able to compete with.
The flower artist stands out for her personalised care that goes beyond delivering, collecting the flowers and doing a job well done.
But what truly distinguishes her from the rest is her sense of social responsibility and commitment to the well-being and happiness of the elderly.
A characteristic few provider can boast about.
That promise is what sets each one apart in that infinite sea of competitors.
That’s what’s going to add value to the person who puts their trust in them.
A simple “pledge” to your hospitality and tourism customers from which all the very important aspects of your business derive – communication, brand identity, and marketing.
A pledge you have to fulfill every single minute of every single day.
What’s the only way to go about it?
Getting to know the two participants in that pledge like the back of your hand – you and your customer.
Easy enough, isnt’ it?
The two most important factors in your hospitality /tourism business’ USP: you and your clients
As explained in Digital communications lessons for hospitality and tourism business knowing your hospitality/tourism client requires a study far beyond the needs and preferences of that person.
You really have to get under their skin.
You have to understand their world vision.
Their philosophy of life.
The way they think and function.
The type of language they communicate with.
The usual “Foodie aged 30 to 45 who loves to cook with natural ingredients and travel” is no use to you or to your marketing team.
You need a true understanding of the human being you want sitting at your tables or travelling on your tours.
That’s why we urge you to read this article.
Now, let’s turn the tables for a moment.
Because, to create an effective value proposition of your hospitality/tourism business, you must understand yourself to the core.
So sit down with all your team members and start putting down in paper all that makes you different from your competitors.
What is your “value map” in terms of:
1) Products and services
What does your company offer to customers?
What are your differential points? (And don’t just limit it to excellent service, today, that’s a given!)
How often will the customer use your service/product?
Why? Do they need it or is it a nice to have?
2) Analgesics/Pain Relief
What problems does your service/product solve for your users?
Is it its good value?
3) Profit creators
What benefits do your customers get from consuming your services/products?
Can you exceed their expectations?
It doesn’t matter if you want to make a value proposition for a restaurant, or if you want to make a value proposition for a beauty center.
The key point here is to:
1) Do it.
2) Do it in your best and most possibly honest way.
3) Use it as the basis of all your promises in your brand identity, communications and digital marketing.
Because in today’ environment, not expressing your value proposition clearly can lead to your customer landing in your competition’s hands in a matter of seconds.
Why risk it?
Given than most of your clients will reach your hospitality/tourism business via mobile phone, being clear and immediate will help you connect and convert.
Make your promises clear too.
And, above all, make sure you fulfill them!
Ryanair’s Pre-pandemic USP
This low-cost European airline became in less than 20 years the largest airline in Europe.
In 2019, before this dreadful pandemic hit our planet, Ryanair had about 250 737s flying almost 1200 routes to 157 destinations in 26 countries.
This radical success is due, in addition to its charismatic director, Michael O’Leary, to a very important factor.
Their Unique Selling Proposition.
“We promise to do everything in our hands to reduce the airline’s costs as much as is safely possible, to translate the savings to our customers.”
O’Leary and his team have followed their business model with a relentless focus on reducing costs and that’s why other airlines find it very hard to compete with them.
Unlike more traditional airlines, Ryanair offers low-cost, no-frills air travel.
Surely you’ve experienced their “no frills” philosophy on your very own skin more than once!
But O’Leary and his team are convinced that their passengers prefer less luxury and more savings and they do everything in their power to cut costs and pass the savings on to us.
From the now mythical lack of free food and drink on board…
Even the use of airports far from the big cities…
And even having your flight attendants having to pay for their own training!
Those savings are added to other sources of income, such as the agreements the company has with Hertz, hotels, calling cards, and advertisements on its planes!
Their value proposition is clear.
They don’t lie.
“With RyanAir you will save money. Your experience will not be luxurious, but saving, you will save much more than flying with other airlines. It’s your choice – free bad snacks, or a considerable savings that you can invest in your vacations.
Rather brutal but, true.
We’ve recently worked with a Michelin star restaurant in the charming Mediterranean town of Jávea and this is the Unique Selling Proposition we developed for them:
“From a cosy space on Jávea’s Arenal Beach, Tula offers real seasonal cuisine made with selected Mediterranean ingredients and prepared with the same care we would apply were we cooking for our own family. Awarded with a Michelin Star, our best gift is the smile and friendship of customers who repeat the gastronomic experience that we have created with such intention for lovers of good food and good living. “
That statement is the first things customers see when they land on Tula’s website.
That’s their promise.
And they know that Tula’s difference is that while having been awarded a Michelin Star Tula’s is family food. Humble, local, with intention and a lot of care.
Do you need help identifying the value proposition of your new or existing hospitality/tourism business?
Can’t translate your promise into a compelling name that reflects your business’ DNA?
Talk to us!
We specialise in hospitality and tourism digital essentials that create a real point of difference for your business.
Starting with your unique selling proposition and including your name, your essence and even your story!
Discover our IDENTITY packs to learn more.