Is Perception Aligned With Positioning Objectives?
Unlike anything we have previously experienced, the impact of a global recession may have dramatically shifted the market dynamics and the playing field may be a bit deceiving – it’s worth a closer look. The ultimate goal of your market positioning is about how you want guests and consumers to perceive your hotel, service, and amenities. However, before you can implement marketing strategies and plans, your positioning needs to be confirmed. You also need to take into consideration a year of brutal pricing competition, streamlined services, market-mix shifting, business travel and group demise, amenity refinement, staffing reductions, desperate plunges into new market solicitation, reduced training, deferred maintenance, cost-cutting, customer concessions, increasingly frugal guests, curtailed marketing, and dismal financial performance. There is a good possibility that some or all of this has affected how you’re perceived in the marketplace, which ultimately really defines your market
