The Shortest Path to Your Biggest Opportunities

How do you find competitive advantages where others do not? Over the past 26 years, USFI has developed a “critical path” for discovering and exploring strategic opportunities:

• Discovery: we begin to look for the foundational information of your property – pricing, current marketing and distribution
• Position: we evaluate your market position, your current and potential guests, and their attitudes toward your brand, generally, and property specifically
• Challenge: we pinpoint the specific customers’ problems that can be addressed by your offering
• Opportunities: we listen for customer needs implied by the challenges revealed in the step above
• Benefits Messaging: with opportunities identified, we highlight your property’s unique benefits in a variety of creative concepts that solve your customers’ problems and persuade them to take action

We’ve learned that advertising, PR, web and other communications that tease out guests’ deep needs and offer real value in terms of cost/benefit will generate desired responses.

In every case, you can expect to work closely with us and see multiple cycles of refinement before reaching final concepts.

We’ve successfully applied these principles to almost every form of operational, promotional and marketing communications.

Read case studies of hospitality clients who have benefited from our approach.