What in Hell is the U.S.P.? And Why Do You Need One? Redux

Every so often it’s a good idea to step back and review the real definition of the U.S.P.  While the Unique Selling Proposition is one of the most basic and important components of a hotel’s marketing program it is also one of the least understood. Consultants and advertising agencies are developing varying definitions of the U.S.P., some of which are quite far from the original.

So, following is an updated article on the subject and several new examples of hotels that have developed and benefitted from having a strong U.S.P.’s.

Enjoy,

Madigan…


The Most Effective Yet Underutilized Hotel Marketing Discipline

Public relations, online advertising, websites, SEO, sales, social media and email are all common forms of marketing used by small luxury hotels today. They are assembled in various mixes to form a hotel’s marketing and communications plan.

These plans get the word out and hopefully generate the revenue that management and owners budgeted. Sometimes they do and sometimes they don’t. Over the course of the past few years far too many have proven they don’t.

So why are so many small luxury hotels missing the mark when hotel chains, casinos and even cruise lines are meeting goals? You might say it’s because chains, cruise lines and casinos spend so much money on advertising, but that would be missing the real reason for their success.…


Grace Bay in Turks & Caicos Named the Caribbean’s Most Popular Beach

The people have spoken. Yahoo Travel just announced its most-searched international beaches and Grace Bay beach in gorgeous Turks and Caicos was named the most popular Caribbean beach and the second most popular in the world outside the United States.

This wasn’t a contest or a fancy campaign.  No one was even asked to cast a vote.  Nope.  Instead, people revealed their interests with clicks of a mouse.  Each month, more than 1.2 billion people search using Yahoo.

Boulders Beach in South Africa with its resident colony of 3,000 penguins earned the top spot. Click here to read the story and see the full list of the top ten international beaches.…


Success Secrets From The Best Caribbean Boutique Hotels

Another season of discovering which hotels will be ranked among the world’s best is upon us. Travel+Leisure Magazine has just announced their picks and Condé Nast Traveler won’t be far behind. Seeing these annual rankings raised two questions.

  • Which Caribbean boutique hotels are really the world’s best?
  • More importantly what are their secrets of success?

To find out, we started with an analysis of Caribbean boutique hotels that have received the Travel+Leisure World’s Best Award in each of the past five years. We then interviewed the general managers for two of the top three properties.…


MarketingSherpa Features MP&A Case Study of Jamaica Inn

MP&A Digital & Advertising is dedicated to delivering results in the terms of increasing revenue and occupancy for our hotel clients. Over the years, we have published countless case studies that document the success of our iCRM (integrated customer relationship marketing) program.

We’re honored that our recent work with Jamaica Inn has been featured by the experts at MarketingSherpa, “a research firm specializing in tracking what works in all aspects of marketing (and what does not.)”

Certainly, our iCRM program has worked for the iconic Jamaica Inn. In the nearly two years that MP&A has been the marketing agency for the resort, the independent, 52-room property has experienced a major increase in revenue and occupancy.…