Six Senses Resorts and Hotels has thrived by maintaining a broad view of their competitive landscape. When at-home wellness technology gained traction, they didn’t dismiss it as “not our category.” Within four months, they developed a wellness tracking system that integrated with guests’ existing health apps, extending the transformation journey beyond the physical property.
By Ivana Johnston, Co-Founder and CEO, Puzzle Partner – 5.2.2025
Most hospitality marketers define their competition too narrowly — and it’s costing them bookings. They focus on properties that offer similar accommodations or experiences, but travelers don’t make decisions based on industry categories. They care about outcomes.
