Hot buttons Replace Features & Benefits in Travel marketing;

Features & Benefits do not sell travel, the problem is that all hotels have them, just as they all have more or less the same features.

But Features and benefits are dead. They do not tell the stories or fire the imagination. Hot Buttons answer the question WHY - or so what -

So what that you are on the beach. You have to ask the question what does it mean to my ideal guest.  And you will find it means different things to different people - See the article for examples of how this works. The article delves into the meaning of features and benefits and finds them lacking.



http://markhat.com/the-death-of-features-benefits-how-to-seduce-readers-to-buy-enchanting-marketing/

See also the Neroscience of Hot Buttons