“When every hotel gets boiled down to the same generic “Deluxe,” “Superior,” or “Standard” labels, it makes it harder for properties to stand out. Boutique and independent hotels, in particular, thrive on differentiation (a historic suite, a themed room, or a one-of-a-kind oceanfront villa). Strip away that uniqueness, and they risk becoming just another listing in a sea of options.
That being said, some hotels are finding ways to work within the system while maintaining their identity. Take luxury brands like Four Seasons or Aman: sure, they use room categories for OTAs, but on their direct booking channels, they highlight unique features, exclusive perks, and storytelling to keep their brand personality intact.
So, while standardisation can help conversions, relying on it too much can hurt long-term profitability by making a hotel just another commodity. The trick? Use it for OTAs but keep the magic alive on your own platforms.”
