BBA 3201
Evolution of Value Proposition in Hotel Industry
Columbia Southern University
BBA 3201 Principles of Marketing
Evolution of Value Proposition in Hotel Industry
How has the value proposition in the hotel industry evolved over the years? More
importantly, how has it evolved in regards to changing guest behavior spanning across different
generations? In the article, “North Americans feel better about hotels than ever. The goodwill is
unlikely to last: Future reservations” they address the concern that the appeal of traditional hotels
is plateauing, and it is becoming increasingly more difficult to impress guests (2016). The reason
for this? Guests have become so accustomed to certain perks that hotels offer that they are now
being taken for granted. Which is forcing the hotel industry to reevaluate their value proposition.
In this essay we will dig deeper into what a value proposition is, how it can make or break an
organization’s marketing strategy, and what consumer behavior is and why it’s so important to
track.
What is Value Proposition, Anyway?
According to Ben Walkenhorse, value proposition is a statement about a product or
service that clearly identifies and defines an organization or business, their product or service,
who it is offered to, and how that said business, or organization, is different from competitors
(2015). Essentially it is an internal statement that the business uses that should drive their
marketing strategy. A clearly defined value proposition, that is marketed correctly, can help to
generate a clear picture of the organization or businesses brand which will ultimately help in
creating a clear distinction in the competitive world that is the hotel industry (Daun & Klinger,
2006).
Evolution of Value Proposition in Hotel Industry
Columbia Southern University
BBA 3201 Principles of Marketing
Evolution of Value Proposition in Hotel Industry
How has the value proposition in the hotel industry evolved over the years? More
importantly, how has it evolved in regards to changing guest behavior spanning across different
generations? In the article, “North Americans feel better about hotels than ever. The goodwill is
unlikely to last: Future reservations” they address the concern that the appeal of traditional hotels
is plateauing, and it is becoming increasingly more difficult to impress guests (2016). The reason
for this? Guests have become so accustomed to certain perks that hotels offer that they are now
being taken for granted. Which is forcing the hotel industry to reevaluate their value proposition.
In this essay we will dig deeper into what a value proposition is, how it can make or break an
organization’s marketing strategy, and what consumer behavior is and why it’s so important to
track.
What is Value Proposition, Anyway?
According to Ben Walkenhorse, value proposition is a statement about a product or
service that clearly identifies and defines an organization or business, their product or service,
who it is offered to, and how that said business, or organization, is different from competitors
(2015). Essentially it is an internal statement that the business uses that should drive their
marketing strategy. A clearly defined value proposition, that is marketed correctly, can help to
generate a clear picture of the organization or businesses brand which will ultimately help in
creating a clear distinction in the competitive world that is the hotel industry (Daun & Klinger,
2006).
