In recent years dozens of holiday apartments and B&Bs have popped up in your town. Some are cheaper, others have magazine-worthy photos, many sit on Airbnb and Booking.com right next to your hotel. And some guests who used to choose the hotel now choose an apartment.
The instinctive reaction is to lower prices. But a hotel will never win a price war against a studio flat with no services. It can, however, win on different ground: the services and guarantees an apartment can't offer. Let's look at how to showcase them.
What a hotel offers that an apartment doesn't
- reception and assistance: someone to ask, at (almost) any hour;
- flexible check-in: no appointments with the owner or key boxes;
- daily cleaning and linen changes;
- breakfast (and often a restaurant, bar, half board);
- parking, luggage storage, bike storage;
- facilities: pool, spa, gym, partner beach, shuttle;
- safety and reliability: no surprises on arrival, clear rules, regulated premises;
- local advice from the staff;
- flexibility for late arrivals, early departures, unexpected events.
Who values these advantages most
- families who want a real holiday, without cooking and cleaning;
- seniors who appreciate assistance and comfort;
- business travellers who want an invoice, breakfast and flexibility;
- couples looking for relaxation and services;
- international guests who prefer a property with reception and languages.
Focus on them, instead of chasing people looking only for the cheapest bed.
How to communicate it
On your website
A clear section — "Why choose a hotel" or, better, "What you'll find here" — with concrete services. Don't attack apartments: tell people your advantages.
On the OTAs
On Booking.com and Airbnb, guests compare your hotel with apartments. Bring your services to the fore: in photos (breakfast, reception, pool), in the description, in the selected amenities.
In the price
Show what the price includes: "breakfast included", "daily cleaning", "parking included". Many apartments add cleaning and service fees: your "all-inclusive" price may turn out more attractive than it looks.
In reviews
Guests mentioning the staff, breakfast and convenience are your best proof. Reply by highlighting exactly these aspects.
Don't forget what people like about apartments
Guests also choose apartments for space, independence and "feeling at home". You can respond with:
- more spacious family or connecting rooms;
- a kitchenette in some rooms, where possible;
- long stays on special terms;
- digital check-in for late arrivals;
- a personal atmosphere, typical of family-run hotels.
Price: compare the total, not the night
An apartment at €90 a night plus €50 cleaning, without breakfast or parking, costs €230 for two nights. Your hotel at €110 a night with breakfast and parking costs €220. Help guests make that comparison. See unclear prices, extras and conditions: how many enquiries are you losing?.
Frequently asked questions
Do I need to lower prices to compete with short-term rentals?
Not necessarily. Communicating the value of your services and targeting guests who appreciate them matters more. See how to promote a family-run hotel without competing only on price.
Is it worth offering more "apartment-like" rooms?
If your building allows it and your target asks for it (families, long stays), it can be a good idea. Consider costs and permits.
Do OTAs favour apartments?
OTAs show both. With good content, visible services and positive reviews, a hotel can stand out in filters and comparisons.
Want to set your hotel apart from short-term rentals?
With our free marketing audit we analyse how your hotel presents itself compared with local apartments and B&Bs and suggest how to showcase your services.
