The principle of positioning is an indispensable facet of hospitality sales. Positioning entails the strategic maneuvering of your hotel to stand out among the competitors, making it the preferred choice for customers.
One real-world scenario that underlines the importance of positioning took place at the Melia Varadero in Cuba. With its exceptional facilities and unique location on the Varadero peninsula, Melia Varadero always had high potential. Yet, it wasn’t getting the visibility or occupancy it could achieve.
In the bustling tourism industry, especially in an area as popular as Varadero, standing out is a challenge. A strategic positioning was needed, one that capitalizes on Melia Varadero’s unique value propositions. The leadership team, keen on adopting a new approach, decided to highlight Melia Varadero's unparalleled blend of local Cuban culture and world-class hospitality.
In a vivid display of positioning strategy, the team organized an annual "Cuban Heritage Festival." The festival attracted not only individual tourists but also corporations seeking a culturally enriched setting for their events. The festival included Cuban music, dance performances, food, and even seminars on Cuban history and art. This unique positioning strategy transformed Melia Varadero into a hub of cultural immersion, driving significant upswing in bookings.
Another classic example of positioning unfolded when a significant European corporation was seeking a venue for their annual executive retreat. Melia Varadero was initially overlooked due to its perceived distance from Havana's business district. However, the leadership team at Melia Varadero saw this as an opportunity to reposition their hotel.
They highlighted the tranquil setting of Varadero as an ideal space for meaningful brainstorming and strategic planning away from the city's hustle. They further demonstrated the value of Melia Varadero by arranging a tailored transport schedule to Havana for business needs, which also included guided tours of Havana's historic sites. In doing so, they positioned Melia Varadero not only as a leisure hotel but also a comprehensive solution for corporate events.
Positioning is more than just marketing. It requires a deep understanding of the hotel’s unique selling points and the customers' needs. It's about making a promise to the customer and delivering it flawlessly - a philosophy that leadership at Melia Varadero fully embraced to ensure their hotel stood out in the competitive Cuban tourism market.
In both these cases, positioning wasn't just a concept. It was an actionable strategy that required creativity, understanding of customer needs, and flawless execution. The strategic positioning of Melia Varadero has since left an indelible mark on its clientele, proving once again the power of positioning in hotel sales.
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