In his famous TED talk , organisational consultant Simon Sinek outlines how Apple differentiates itself from its competitors by challenging the status quo by beginning with why the customer wants to purchase an Apple product – they want beautifully designed and user-friendly products. The features are secondary if considered at all. Where Apple’s competitors had failed in their marketing was to make a deep emotional connection with their audience. Rather than focus on features Apple focussed on the simplicity and utility of the device – the iPod’s design language such as the thumbwheel, for example, making it easier to select music than traditional push buttons. In a competitive landscape for hoteliers, they need to look to differentiate themselves from the competition which may now include other companies who have challenged the status quo such as Airbnb. With so much consumer choice in the hotel business it is no longer just a case of setting up a website with a basic ...