Are the towels in your competitors guest rooms as nice as yours? Do they provide more expensive toiletries? What sort of quality do they offer on their hospitality trays? Do they bother with bathrobes and slippers?
It would be rather nice to know some of the answers, not least because it would help you gauge how your overall offering compares in terms of quality and value.
Unfortunately, booking into every local bed and breakfast or holiday cottage would make it a rather expensive research exercise; but you can easily get a good insight into what other people are doing by taking a look at this brand new best sellers page.