Temps are dropping in the Catskills and we just got a foot of snow, so I recently started planning a winter getaway to Oaxaca & Tulum. While I was evaluating what felt like thousands of experiences and hotels, I found myself consciously & semi-unconsciously ping-ponging around a series of questions, an invisible checklist in my mind. Today I am sharing those with you.

I once read that people decide about whether to stay on a website within milliseconds based on visual cues and aesthetics. And I hate to admit it, but I have definitely clicked out of a website before even getting to the content due to offensive font choices, terrible stock photography, or really cheese/uninspired headlines. Our brain is a pretty powerful thing, and it will make lightning-fast assumptions based on past experience - in this case, whether or not the vibe is right.

Once a few hotels or experiences make it into the ‘final’ round of options, some of these questions move from our subconscious to our conscious awareness. For me, it made me realize that I was being forced to compromise and choose in a lot of ways. For example, I often felt like I had to decide between authenticity and a certain level of comfort/aesthetics. I hate having to choose... especially when hotels are clocking in at $500+ a night...

When is the last time you put yourself in the guest’s shoes and performed a self-audit of your booking journey? It’s not easy to see with fresh eyes your experience compared to your competitors, unfortunately. That is why we hire creative consultants and marketers! (wink wink nudge nudge)

But in all seriousness, use these questions (inspired by my own booking journey & Maslow's hierarchy of needs) to reflect on your own experience and the way you position & market it.

Physiological, Safety & Security needs

Will I feel safe here?

Is this environment clean and hygienic?

Does this have all the comforts I need?

How accessible is this property/experience?

Connection & Belonging needs

Will I feel a sense of belonging here?

Does this experience align with my values & interests?

Is this experience/environment designed for intimacy or connection?

How might I engage with other guests?

How much connection do I have with the host/staff?

Is this a place/experience for families/couples/solo travelers?

Does this business have a strong sense of community?

Self-Esteem & Ego needs

Is this experience/property considered prestigious or luxurious?

What does booking this experience/property say about me to others?

Will this experience/property give me a sense of accomplishment?

How will I compare to other guests?

How can I customize my experience to meet my specific needs?

Self-Actualization needs:

Does this experience support my growth?

Does this experience offer opportunities for (creative) self expression?

What will this experience help me understand about myself?

Will it help me connect with my deeper purpose?

Will it inspire me to make positive changes in my life?

Maybe after this exercise you realize you're not doing the best job of expressing how your experience supports guests’ growth – and maybe it’s because you haven’t thought much about how you create opportunities for growth within your experience. After all, our industry has a tendency to focus on comfort (the bottom of the hierarchy) and 'ego' needs. But self-actualization has just entered the chat…

As always, would love to hear your thoughts on this. And if you're in the states, I wish and your family a very happy Thanksgiving!