“Aligning the commercial strategy with your hotel's core values ensures consistency and authenticity, fostering trust and loyalty with clients, guests and partners"
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Reclaiming Independence from OTAs
Reliance on OTAs has intensified price competition, reducing hotels to mere commodities where price often trumps the experience. This is especially problematic in major cities where demand is high. By focusing on your hotel's unique story and pricing according to its true value, you can reduce dependence on OTAs and stand out in the market. Exceptional experiences, not discounts, should be your selling point.
Beyond Spreadsheet Management
Real estate investors and large hotel chains often prioritise financial returns over guest satisfaction, leading to homogenised, impersonal experiences. This approach overlooks the importance of creating memorable stays, which are key to long-term success. The opportunity lies in aligning your commercial strategy with your hotel's core values, ensuring that every decision supports your mission. When your team is unified in this vision, profitability becomes a natural outcome of delivering exceptional guest experiences.
Redefining Sales
Sales is often misunderstood as merely an acquisition engine. In reality, it should be about building genuine relationships that convey your hotel’s story. Sales efforts must align with your core values to ensure authenticity and foster trust with clients, guests, and partners. Success in sales isn't just about closing deals; it's about making sure the operations team delivers on the promises made, creating a seamless and satisfying experience for guests. The true value of a deal made by your sales team is measured by the number of repeat guests, your review scores, and the simply the smiles on guests' faces at checkout. Ooh, and when business is down and you ask your sales team to fix it by making a few client calls, it’s already too late.
The Michelin Way
Hotels should be as revered as Michelin-star restaurants, where the experience itself becomes the destination. When a restaurant achieves its third Michelin star, it means people will book a table as their primary reason for traveling to that destination. And that is exactly what we aim to achieve with the 6stars methodology. This does not mean that all hotels should become a 5-star luxury hotel, but they should be unique and compelling. At 6stars, we don’t label hotels like Michelin does, we'd like to help and provide the tools to excel in their markets, making the property a sought-after destination in its own right.
Sustainability is Here to Stay
It's not just a passing trend; it’s a responsibility. The travel industry has a significant carbon footprint, and it's crucial that we minimise this impact. Travel is one of the key cornerstones of society. Through travel, we learn, connect, grow, and find solutions to the biggest global challenges. Therefore, it is our duty as members of this industry to protect it with all we have. By integrating sustainability into your hotel's story, you too can contribute to a better future for travel. This means committing to reducing emissions, conserving resources, supporting local communities, and preserving natural habitats. Embracing sustainability ensures that travel remains a force for good, enriching lives and protecting the planet for future generations.
Let’s get it together
It’s time to reclaim control over our pricing strategies. Exceptional experiences come at a price. By sharing your unique story, you can attract guests who genuinely value what you offer, leaving OTAs to fill the last few rooms at a premium rate. It might feel like a long haul, especially for hotels with over 50% of their business through OTAs, but every day you don't fully commit to this goal is a day lost.
Ending the 'Age of Average'
In today’s "age of average," globalisation and social media have diluted the uniqueness of experiences, making a lot of hotels around the world feel indistinguishable. And not just with hotels, we see the same thing happening in fashion, design and food. Large hotel chains are hindered by outdated models, contribute to this sameness. In the '90s and '00s, the 'Home-Away-From-Home' brands pushed copy-paste concepts, creating spaces where, once you closed your hotel room's curtains, you had no idea where in the world you were. However, as a forward-thinking hotelier, you have the opportunity to change this. By embracing unique designs and narratives, you can create spaces that leave a lasting impression on guests. At 6stars, we offer a comprehensive approach to translating these stories into sustainable commercial strategies that keep guests coming back. But remember, this is not a quick fix. It requires resilience in aligning every little detail in your organisation with your mission.
Meeting Modern Expectations
Today, travellers seek authenticity, local influence, and experiences that resonate with the culture of their destination. Yes, this also reflects on corporate travellers and convention delegates. The rise of Gen Z, with their emphasis on work-life balance, diversity, and genuine connections, is further shifting the market. Hotels that reflect these values are better positioned to capture the loyalty of this emerging demographic. Focus on delivering authentic experiences, local cuisine, and unique decor to create memorable stays that differentiate your hotel from the competition. It is the stories you tell that people want to listen to and be a part of.
Reclaiming Independence from OTAs
Reliance on OTAs has intensified price competition, reducing hotels to mere commodities where price often trumps the experience. This is especially problematic in major cities where demand is high. By focusing on your hotel's unique story and pricing according to its true value, you can reduce dependence on OTAs and stand out in the market. Exceptional experiences, not discounts, should be your selling point.
Beyond Spreadsheet Management
Real estate investors and large hotel chains often prioritise financial returns over guest satisfaction, leading to homogenised, impersonal experiences. This approach overlooks the importance of creating memorable stays, which are key to long-term success. The opportunity lies in aligning your commercial strategy with your hotel's core values, ensuring that every decision supports your mission. When your team is unified in this vision, profitability becomes a natural outcome of delivering exceptional guest experiences.
Redefining Sales
Sales is often misunderstood as merely an acquisition engine. In reality, it should be about building genuine relationships that convey your hotel’s story. Sales efforts must align with your core values to ensure authenticity and foster trust with clients, guests, and partners. Success in sales isn't just about closing deals; it's about making sure the operations team delivers on the promises made, creating a seamless and satisfying experience for guests. The true value of a deal made by your sales team is measured by the number of repeat guests, your review scores, and simply the smiles on guests' faces at checkout. Ooh, and when business is down and you ask your sales team to fix it by making a few client calls, it’s already too late.
The Michelin Way
Hotels should be as revered as Michelin-star restaurants, where the experience itself becomes the destination. When a restaurant achieves its third Michelin star, it means people will book a table as their primary reason for traveling to that destination. And that is exactly what we aim to achieve with the 6stars methodology. This does not mean that all hotels should become a 5-star luxury hotel, but they should be unique and compelling. At 6stars, we don’t label hotels like Michelin does, we'd like to help and provide the tools to excel in their markets, making the property a sought-after destination in its own right.
Sustainability is Here to Stay
It's not just a passing trend; it’s a responsibility. The travel industry has a significant carbon footprint, and it's crucial that we minimise this impact. Travel is one of the key cornerstones of society. Through travel, we learn, connect, grow, and find solutions to the biggest global challenges. Therefore, it is our duty as members of this industry to protect it with all we have. By integrating sustainability into your hotel's story, you too can contribute to a better future for travel. This means committing to reducing emissions, conserving resources, supporting local communities, and preserving natural habitats. Embracing sustainability ensures that travel remains a force for good, enriching lives and protecting the planet for future generations.
Let’s get it together
“Aligning the commercial strategy with your hotel's core values ensures consistency and authenticity, fostering trust and loyalty with clients, guests and partners”
“Aligning the commercial strategy with your hotel's core values ensures consistency and authenticity, fostering trust and loyalty with clients, guests and partners”
Bart Hilgers, July 2024
Reclaiming control
Redefining hotel strategies in an OTA-dominated world
Reclaiming control
Redefining hotel strategies in an OTA-dominated world
Reclaiming control
Redefining hotel strategies in an OTA-dominated world
Reclaiming control
Redefining hotel strategies in an OTA-dominated world
Hotels' commercial strategies have become increasingly fixated on short-term gains, with a relentless focus on maximising occupancy. Day after day, prices are adjusted based on competitors, all in pursuit of a few extra bookings and slightly better STR results. But at what cost? Are these strategies attracting the right guests who truly value and appreciate what your hotel offers?
It’s time to reclaim control over our pricing strategies. Exceptional experiences come at a price. By sharing your unique story, you can attract guests who genuinely value what you offer, leaving OTAs to fill the last few rooms at a premium rate. It might feel like a long haul, especially for hotels with over 50% of their business through OTAs, but every day you don't fully commit to this goal is a day lost.
Ending the 'Age of Average'
In today’s "age of average," globalisation and social media have diluted the uniqueness of experiences, making a lot of hotels around the world feel indistinguishable. And not just with hotels, we see the same thing happening in fashion, design and food. Large hotel chains are hindered by outdated models, contribute to this sameness. In the '90s and '00s, the 'Home-Away-From-Home' brands pushed copy-paste concepts, creating spaces where, once you closed your hotel room's curtains, you had no idea where in the world you were. However, as a forward-thinking hotelier, you have the opportunity to change this. By embracing unique designs and narratives, you can create spaces that leave a lasting impression on guests. At 6stars, we offer a comprehensive approach to translating these stories into sustainable commercial strategies that keep guests coming back. But remember, this is not a quick fix. It requires resilience in aligning every little detail in your organisation with your mission.
Meeting Modern Expectations
Today, travellers seek authenticity, local influence, and experiences that resonate with the culture of their destination. Yes, this also reflects on corporate travellers and convention delegates. The rise of Gen Z, with their emphasis on work-life balance, diversity, and genuine connections, is further shifting the market. Hotels that reflect these values are better positioned to capture the loyalty of this emerging demographic. Focus on delivering authentic experiences, local cuisine, and unique decor to create memorable stays that differentiate your hotel from the competition. It is the stories you tell that people want to listen to and be a part of.
It’s time to reclaim control over our pricing strategies. Exceptional experiences come at a price. By sharing your unique story, you can attract guests who genuinely value what you offer, leaving OTAs to fill the last few rooms at a premium rate. It might feel like a long haul, especially for hotels with over 50% of their business through OTAs, but every day you don't fully commit to this goal is a day lost.
Ending the 'Age of Average'
In today’s "age of average," globalisation and social media have diluted the uniqueness of experiences, making a lot of hotels around the world feel indistinguishable. And not just with hotels, we see the same thing happening in fashion, design and food. Large hotel chains are hindered by outdated models, contribute to this sameness. In the '90s and '00s, the 'Home-Away-From-Home' brands pushed copy-paste concepts, creating spaces where, once you closed your hotel room's curtains, you had no idea where in the world you were. However, as a forward-thinking hotelier, you have the opportunity to change this. By embracing unique designs and narratives, you can create spaces that leave a lasting impression on guests. At 6stars, we offer a comprehensive approach to translating these stories into sustainable commercial strategies that keep guests coming back. But remember, this is not a quick fix. It requires resilience in aligning every little detail in your organisation with your mission.
Meeting Modern Expectations
Today, travellers seek authenticity, local influence, and experiences that resonate with the culture of their destination. Yes, this also reflects on corporate travellers and convention delegates. The rise of Gen Z, with their emphasis on work-life balance, diversity, and genuine connections, is further shifting the market. Hotels that reflect these values are better positioned to capture the loyalty of this emerging demographic. Focus on delivering authentic experiences, local cuisine, and unique decor to create memorable stays that differentiate your hotel from the competition. It is the stories you tell that people want to listen to and be a part of.
It’s time to reclaim control over our pricing strategies. Exceptional experiences come at a price. By sharing your unique story, you can attract guests who genuinely value what you offer, leaving OTAs to fill the last few rooms at a premium rate. It might feel like a long haul, especially for hotels with over 50% of their business through OTAs, but every day you don't fully commit to this goal is a day lost.
Ending the 'Age of Average'
In today’s "age of average," globalisation and social media have diluted the uniqueness of experiences, making a lot of hotels around the world feel indistinguishable. And not just with hotels, we see the same thing happening in fashion, design and food. Large hotel chains are hindered by outdated models, contribute to this sameness. In the '90s and '00s, the 'Home-Away-From-Home' brands pushed copy-paste concepts, creating spaces where, once you closed your hotel room's curtains, you had no idea where in the world you were. However, as a forward-thinking hotelier, you have the opportunity to change this. By embracing unique designs and narratives, you can create spaces that leave a lasting impression on guests. At 6stars, we offer a comprehensive approach to translating these stories into sustainable commercial strategies that keep guests coming back. But remember, this is not a quick fix. It requires resilience in aligning every little detail in your organisation with your mission.
Meeting Modern Expectations
Today, travellers seek authenticity, local influence, and experiences that resonate with the culture of their destination. Yes, this also reflects on corporate travellers and convention delegates. The rise of Gen Z, with their emphasis on work-life balance, diversity, and genuine connections, is further shifting the market. Hotels that reflect these values are better positioned to capture the loyalty of this emerging demographic. Focus on delivering authentic experiences, local cuisine, and unique decor to create memorable stays that differentiate your hotel from the competition. It is the stories you tell that people want to listen to and be a part of.
Stay in Touch!
If you’d like to stay informed about future 6stars projects and developments and to read the ‘to-be-launched’ non-frequent newsletter, please feel free to leave your email address below. We’ll promise you not to spam your inbox.