Busting Up Average

Hugh calls it "De-Commodification" (I kind of like the term...he doesn't). But, no matter the words, the idea is spot on.
You need to get people to talk about your hotel, the guest experience, etc. And, people don't talk much about commodities...the average. So, everyday, you need to ask yourself, what are we doing to bust-up the average...to change the guest experience into something worth talking about? How are we going to change the check-in process, in-room entertainment, etc.? At the same time, you need to be careful not to make this about gimmicks...that doesn't work. Find out what makes your guest tick, what will make their stay with you easier, more enjoyable and personable. Make things better...not just different.

Give people what they want, and deliver it in a meaningful way.