Section 2: Starting a Rural Accommodation 2.2. Marketing

2.2.3. Unique Selling Points

You can make your accommodation popular only if it is special. The basic requirement to attract any clients is to have unique selling points – the unique details that make you different from a number of other entrepreneurs. These details can be natural or created by you. The easiest way to find them is to go through your location and product and write down every aspect of your enterprise. You will see what is so special and unique that people will be ready to pay to stay exactly at your accommodation. The elements to be considered can be:

• building, view
• type of accommodation (typical farm house, castle room, wigwam, etc.)
• nature surroundings, wildlife
• hospitality and service
• price
• location (e.g., the best half-way stopping point between … and …, or a private nature retreat only 2-hour drive from the city, etc.)
• special service, e.g., a functioning farm, pets permitted, your own bakery, sauna, indoor swimming pool, etc.
• specific infrastructure and activities in the area

After you have pointed out the special attraction of your accommodation, you need to reformulate your unique points into your own eye(ear)-catching unique selling proposition, e.g., the sports destination with the highest cable car, or the accommodation with the friendliest touch, etc.

Next, you shall determine the activities directed at attracting the clients. These can generally include promotion, PR and advertising.

2.2.2. Distribution Policy

2.2.4. Promotion