Identifying Your Unique Selling Proposition (USP)

Why Should Guests Choose You?

Imagine you’re a traveler scrolling through booking platforms, looking for a unique place to stay. You see endless listings promising “cozy rooms,” “great views,” and “friendly service.” But then, one listing catches your eye:

“Unplug from the digital world and experience a farmstay where guests lock away their phones in a ‘Phone Jail’ and reconnect with nature, farm animals, and fresh air.”

Now that’s different! That’s a Unique Selling Proposition (USP).

A USP is what makes your homestay, farmstay, boutique hotel, or hostel stand out. It’s not just what you offer, but how it creates a unique experience for your guests.

What Makes a Strong USP?

A great USP isn’t about being “better” than others—it’s about being different in a way that truly matters to your ideal guest. The best USPs are:

• Clear & Specific – Instead of saying, “We offer an unforgettable experience,” say, “Live like a local in a 150-year-old restored heritage home with traditional home-cooked meals.”
• Emotionally Engaging – Your USP should make guests feel something. Curiosity? Excitement? A deep longing for that experience?
• Guest-Centric – It’s not about what you think is special—it’s about what excites your guests.
• Difficult to Imitate – If your competitors can say the same thing, it’s not unique enough.

How a Strong USP Attracts the Right Guests

Take Giraffe Manor in Kenya—a boutique hotel where giraffes wander up to the breakfast table, poking their heads through the windows. They don’t market themselves as just another “luxury stay”—they sell a once-in-a-lifetime wildlife experience.

Or consider Kakslauttanen Arctic Resort in Finland. Instead of promoting “beautiful winter stays,” they focus on a very specific USP: “Sleep under the Northern Lights in a private glass igloo.” That one sentence makes it instantly unforgettable.

Even smaller properties can carve out a strong USP. A hostel in Guatemala doesn’t just say “budget-friendly dorms”—they position themselves as “The only jungle hostel where you can kayak to ancient Mayan ruins at sunrise.”

These properties succeed because they aren’t just selling a room—they’re selling an experience that can’t be found anywhere else.

Worksheet: 10 Questions

1. What are three words that best describe your stay?
2. What do past guests rave about in your reviews?
3. What makes your location special?
4. What kind of guest experience do you want to create?
5. Do you offer any unique activities or traditions?
6. What’s the #1 reason a guest should pick you over others nearby?
7. How does your stay reflect your personal values?
8. Do you have an interesting backstory?
9. What kind of guests don’t you want?
10. How can you sum up your USP in one sentence?