Went to a marketing in a downturn seminar to be honest it was not as helpful as I had hoped but one thing was comming through loud and clear don't complete on price alone as there will always be someone who will go cheaper what you want to compete on is value for money. Also make sure if you are doing something cool make sure you promote it. For example do you use your own eggs to make breakfast then you can promote this as you can meet the chickens that make your eggs, you can help collect eggs, you could give away a free box on departure as a free gift and so on these suggestions are free or virtually free and are special. Another suggestion is one that was mentioned to me buy a friend who does training courses all over the country she stayed at a posh hotel and they provided large bottles of quality branded bath products and were displayed saying please feel free to take these with you which left her warm and fuzzy the feeling was destruyed however by the £10.00 a glass of wine so make sure things balance out.