Airbnb vs. Hilton vs. VRBO... what’s the lesson?
There’s a reason so many B2B service providers—especially MSPs—struggle to land new clients or end up slashing prices just to stay competitive.
It’s not because you aren’t great at what you do. In fact, you might be one of the best. But as my friend Robin Robins says:
No one knows how good you are until the sale. Before they buy, they only know how good your marketing is.
Robin Robins, Founder of Technology Marketing Toolkit
One of the core elements of great marketing is differentiation.
When you can clearly separate yourself from your competitors, you position yourself to land more clients—and better clients. When you don’t, it becomes a race to the bottom, where the only way to win is to cut your prices. And that’s a losing game.
So how do you do it?
A perfect example comes from the hospitality industry.
Three companies—Hilton, Airbnb, and VRBO—have made a concerted effort to clarify what makes them different. And they’re doing a damn good job.
Which is why they’ve invested substantial money in advertising to ensure that all of us know exactly why they’re the better choice for the right customer in this advertising battle.
Now, on the surface, all three of these companies offer something similar—somewhere to sleep on your next vacation or business trip.
They all probably offer the ability to book with a mobile app, pay conveniently, browse photos of the property, and check out general reviews.
But if that’s where it ended, you as a customer wouldn’t have much to choose from beyond location and price. And that’s not what they want.
So, what these companies have done is engage in a fierce marketing battle to make it crystal clear why they’re different—and why you should pick them.
Here’s how each of them plays their hand.
Airbnb: Attacking the Status Quo
Boom. Shots fired.
Airbnb took aim at the entire hotel industry in this ad.
And if you’ve ever stayed in a hotel with kids, you know the pain of cramming into one room, whispering after bedtime, and being stuck watching whatever’s kid appropriate on TV.
So what’s the unique selling point that Airbnb is leveraging in this ad?
More space, more freedom, more control. Your kids can have their own room, and you can enjoy more of your vacation.
They didn’t just say, “We offer great places to stay.” They made a direct comparison that highlights the pain of their competition’s model—turning what might seem like a small perk into a major differentiator.
Now, let’s flip the script.
Hilton: Flipping the Weakness Into a Strength
Hilton saw Airbnb’s ad and said, “Alright, let’s talk about what we do better.”
Their response? Predictability and security.
With Airbnb, you never know exactly what you’re walking into. Maybe it looks like the pictures. Maybe it doesn’t. Maybe the host is easy to reach. Maybe they’re impossible to contact. Or maybe it’s a nice house unfortunately situated next to a crack house.
Who knows?
Hilton plays right into this uncertainty and positions themselves as the safe, reliable choice. You know what you’re getting. You can expect a certain level of service, cleanliness, and consistency. No surprises.
This is a perfect example of how you can lean into what makes you different, even when you’re competing against a market disruptor.
Your business doesn’t have to be everything to everyone. It just has to be the obvious choice for the right people.
VRBO: When You’re Competing Against Someone Who Already “Won”
VRBO had the toughest job.
Airbnb had already claimed the not-a-hotel space. So how do you differentiate when your closest competitor already owns the positioning you wish you had?
You get strategic.
VRBO went all-in on one very specific promise: Every rental is an entire home. No shared spaces, no roommates, no awkward encounters with strangers in the kitchen (or the hot tub).
Airbnb can’t guarantee that.
By zooming in on a clear differentiator that their biggest competitor can’t copy, VRBO carved out their own space in the market.
What’s Your Version of This?
Most B2B service providers—MSPs, agencies, and beyond—think they have a unique selling proposition. But if it’s something like:
“We have great customer service.”
“We respond fast.”
“We use the best tools.”
Guess what? So does everyone else. If your competitors can claim it too, it’s not a USP—it’s just a prerequisite.
The companies that win don’t just have great service. They make sure their ideal clients know exactly why they’re different—and why that difference matters.
So ask yourself:
What’s something true about your business that your competitors can’t claim?
Does that thing actually matter to your clients?
Are you making it obvious in your marketing and sales?
If you don’t have a clear answer, you’re likely competing on price without even realizing it. And that’s a dangerous place to be.
Want to Get Clear on Your USP?
If you need help defining what makes you stand out—and turning that into a marketing strategy that attracts clients without a race to the bottom—check out this video I made for you.
