This answer is broad, but it should give you a solid starting point to dig deeper from here.
Summary
To create a unique STR experience, you must first choose a specific demographic (families, couples, bachelor parties). Then, determine what would make that group's experience amazing, going above and beyond, so they choose to spend their money with you. An example is romantic experiences for couples, something they'd spend their anniversary on.
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Curated by Learn STR by GoStudioM