Most hospitality marketers define their competition too narrowly — and it’s costing them bookings. They focus on properties that offer similar accommodations or experiences, but travelers don’t make decisions based on industry categories. They care about outcomes.
If you want your positioning to resonate — and drive real growth — you need to redefine who you’re competing against.
What “The Matrix” Can Teach Us About Competition
One of my favorite films is “The Matrix.”
Think about Neo. He spends the first part of the movie thinking he’s competing within the system — trying to be the best programmer/hacker in his digital playground. Then comes the Red pill moment. Turns out his real competition wasn’t other humans in the Matrix at all — it was the limiting construct of perceived reality itself.
Hospitality marketers often make this mistake. They assume they’re competing against direct rivals — the Marriott to their Hilton. But like Neo, many don’t realize that their real competition is entirely different. And that blind spot is costing them a fortune in lost bookings.
“I’m trying to free your mind, Neo. But I can only show you the door. You’re the one that has to walk through it.” – Morpheus.
Okay, I digress. The problem is how we define competition.
Traditionally, competition means any property offering similar accommodations:
- Four Seasons vs. the Ritz-Carlton
- Airbnb vs. VRBO.
- Hyatt vs. Westin.
It makes sense, but that’s not how travelers think.
Read the full article by Ivana Johnston on Hotel Technology News
