Every Hotel should have an USP

Don't you agree that every hotel and the products in the hotel should have a unique selling proposition ? a differntiator which makes you stand apart from the competition . I feel this is so improtant in todays clutter of services and hotels ever so the guest is becoming very discerning and has a wider choice than a few years ago. Radisson Hotel GRT Chennai has a positioning as a 5 star business hotel but the USP we are projecting is to 'enter the peaceful oasis -a home away from home' after a hard day's work. We support this USP with the long drive- in surrounded by gardens and a unique architecture which is not the usual multistoreyed 5 star buildings. We turned this into an advantage by positioning which was considered an disadvantage earlier ! We also have projected the hotel as a 'lifestyle' hotel which defines the way you live. 5 star and any luxury business is always aspirational and need to touch the chord of emotion which masages the ego and put the user on a unique position everytime he comes in contact with the brand. So, the spa, the state of the art fitness studio , tea lounge, Club lounges etc add to the life style experience . Similary services are designed to break the mould and stand out everytime. Can be copied by competition very fast but the challenge is to innovate and get into the 'blue ocean' everytime. We get noticed when we offer BOB the fish as a dinner companion for single diners, we get positive comments on the complimentart Apana foot ritual we offer for the jet lagged travellers and many more such small but significant differentiators the creative team comes up with all the time.