Your USP (Unique Selling Proposition) does not have to be static.
It CAN and probably SHOULD change and adapt, based on what's happening in your market at any given time.
A few years ago, I wrote about how promoting the fact that your Spa is clean and hygienic is probably a wasted effort Why? Because basic hygiene is pretty much table stakes in the Spa business. Customer will just expect and assume that you are.
Hygiene in Spas will not be a USP...UNLESS THERE'S SO BIG INFECTIOUS DISEASE OUTBREAK!
And what is happening now? A big outbreak.
So, if you're in Spas, Hotels, Airlines, etc start thinking about making hygiene your USP...at least for while.
Here's that article I wrote... https://www.trentmunday.com/branding-the-soul-of-your-spa-business/