Foxy paradox of hotels

Hotel marketing has always been first and foremost about the services. Then comes the location, the pricing, the history, the PR … there is a cool paradox here:

if the hotel meets my standards (as a client) everything will seem perfectly normal to me and I will probably mention my place of stay only if asked. BUT if the services don’t appeal to me (or plain and simply stink) there is a good chance I will mention the place in every story related to my trip… and obviously not in pretty colors.

Amazingly even luxurious hotels are faced with this paradox because most of their customers are used to the lux and are not easily impressed. But this is another story…

Following this train of thought one of the biggest challanges for a new-born hotel is the differentiation. If you don’t have a history or are forced to reinvent yourself, if the location isn’t that spectacular or your budget is, as all are, limited… what can you do?

Here is an ideea: 61 rooms, all different. The amazing Fox Hotel in the centre of Copenhagen opposed the “home away from home” concept and gave its visitors something to talk about, the hotel became a destination in itself. Just take a look at their website and see how all their marketing efforts are around this line.

I’ll stop any analysis right here. I’ll show you just 8 rooms… they speek for themselves

Via Freshome. Speaking of which I want to congratulate Michael of Freshome for his perseverence and confidence in the site’s succes. The results are now showing and I am very happy Freshome is becoming an insipiration to more and more people…like me