A Guide to Understanding Competitive Performance

In the hospitality industry – a space in which market demands can ebb and flow chaotically, and local competition can do strange things to your forecasting – operating in isolation just isn’t compatible with sustainable success. This is where benchmarking comes in. Mastering it equips you with the tools to ensure that revenue translates into profit.

The bookings are flowing. Your staff is busy. And your guests always seem to leave happy.

Business is good.

Or at least business appears to be good. But something doesn’t add up. Despite all this activity, why do your profit and loss accounts look so dismal?

Surely, with such high occupancy levels, you should be reaping the financial rewards of success.

If only life were that simple.

In the hospitality industry – a space in which market demands can ebb and flow chaotically, and local competition can do strange things to your forecasting – operating in isolation just isn’t compatible with sustainable success.

This is where benchmarking comes in. Mastering it equips you with the tools to ensure that revenue translates into profit.

What is hotel benchmarking?

As defined in our hotel revenue management glossary, hotel benchmarking is the process of analyzing your hotel’s performance against your competitive set (compset). 

The benchmarking process draws on robust current and historical data sets to provide you with a better understanding of the market and context in which you operate.

Benchmarking identifies areas for improvement, enabling hoteliers to uncover strengths, address weaknesses, and seize opportunities to enhance performance.

There are three main types of benchmarking that are commonly used in the hotel industry:

Strategic benchmarking

• What: Focuses on long-term goals and overall strategies.

• Why: Helps hotels understand how their strategic approach aligns with industry leaders.

• Example: Analyzing the market penetration strategy of top-performing competitors to refine your own pricing and distribution tactics.

Process benchmarking

• What: Examines operational processes to improve your efficiency and guest satisfaction.

• Why: Identifies areas where operations can match or exceed the standards of leading hotels.

• Example: Comparing housekeeping turnaround times or front desk check-in efficiency to industry best practices.

Performance benchmarking

 

Why is benchmarking important for hotels?

Benchmarking is essential for your hotel as it uncovers performance gaps and competitive insights that are difficult to identify otherwise.

By comparing your metrics and practices against those of your competitors or the broader market, benchmarking can help you understand:

• Market position: Assess how your hotel ranks in key metrics such as RevPAR and ADR compared to your competitive set.

• Strengths and weaknesses: Highlight areas where your property excels, such as guest satisfaction scores, and pinpoint where it underperforms, like revenue generated from ancillary services.

• Operational efficiency: Understand how your processes – like housekeeping turnaround times or front desk efficiency – stack up against industry standards.

These insights empower you to make data-driven decisions that optimize your revenue management strategies. For example:

If your hotel’s occupancy rate is consistently lower than the market average, benchmarking can help identify whether this is due to pricing, distribution channels or promotional efforts, enabling targeted corrective actions.

Conversely, if your ADR is high but occupancy lags, benchmarking might reveal opportunities to adjust your pricing strategies to attract more volume without compromising your profitability.

By illuminating opportunities for growth and aligning your goals with proven market practices, benchmarking ensures that your hotel remains competitive, efficient and responsive to evolving guest expectations.

How the hotel benchmarking process works

Hotel benchmarking involves a structured approach to collecting, analyzing and acting on performance data. We consider these the five essential sequential steps you should take:

1. Define your objectives

• Identify what you want to benchmark (e.g., RevPAR, ADR, guest satisfaction, operational efficiency).

• Set clear goals, such as improving market share or optimizing pricing strategies.

2. Choose the right comparables

• Select a competitive set of hotels with similar characteristics, such as location, star rating, room count, and target audience.

• Include industry averages or regional trends for broader context.

3. Gather the right data

• Use industry benchmarking tools and platforms (including our free tools) to collect performance metrics.

• Consider both internal hotel data (e.g., your own KPIs) and external data (e.g., competitors or market trends).

4. Analyze and interpret your results

• Compare your performance against the benchmark data.

• Look for patterns, gaps and opportunities in key metrics.

5. Take appropriate, informed action

• Develop actionable strategies to address weaknesses or capitalize on strengths.

• Implement changes based on your analysis, monitor the results, and adjust your strategies as needed.

With a benchmark report, you can bring together your key metrics into a detailed comparison, delivering insights to guide strategic, data-backed decision-making.

Here’s how you can use these reports effectively:

• Revenue management strategy: If the report shows that your ADR is below the market average, it might suggest a reevaluation of pricing tactics or distribution channels to stay competitive.

• Occupancy optimization: Identifying lower-than-average occupancy rates could lead to targeted marketing campaigns or seasonal rate adjustments.

• Operational efficiency: If labor costs or operational turnaround times are higher than your competitive set, it signals a need for you to improve your processes.

• Strategic planning: Benchmark reports reveal trends over time, enabling you to align your long-term strategies with market dynamics and guest preferences.

By consistently using benchmark reports, you can maintain a competitive edge, make informed adjustments and enhance both profitability and guest satisfaction.

The importance of compsets for hotel benchmarking

Usually determined by a revenue manager and based on reasons of geography and type, a hotel’s competitive set consists of a group of hotels to which a property can compare itself. These would typically be plugged into your rate shopper, among other tools.

Industry-leading tools now provide a dynamic compset that pivots with market changes, ensuring you’re always matched against the most relevant properties.

Compsets are essential for effective benchmarking because they provide a realistic and relevant frame of reference. Specifically, they help you with:

• Meaningful comparisons: Compsets ensure that performance metrics are compared to similar properties, making insights actionable; clearly, benchmarking against hotels with comparable star ratings, amenities and target demographics provides more relevant data points than comparing those with different properties.

• Market positioning: By analyzing how your hotel performs relative to your compset, you can better understand your market position and identify opportunities to enhance your competitiveness.

• Strategic insights: Compsets help you refine your pricing strategies, adjust marketing campaigns and optimize operational efficiencies based on how similar properties succeed or fall short.

Let’s look at how you can identify your competitors.

Selecting the right compset involves a combination of objective criteria and strategic considerations:

• Start with location: Include hotels within the same geographic area or market. Proximity matters, as guests often compare hotels in similar locations when booking.

• Match product and service levels: Choose hotels with similar star ratings, amenities and guest offerings. For instance, a boutique hotel would benchmark most effectively against other boutique properties rather than chain hotels.

• Consider market segments: Ensure the compset targets similar customer segments, such as leisure travelers, business travelers or group bookings.

• Analyze pricing strategies: Include competitors with comparable pricing structures, as this impacts how guests perceive value.

• Use industry tools: Leverage benchmarking data and platforms to identify suggested compsets based on your hotel’s characteristics.

By carefully defining a compset, you can ensure that your benchmarking efforts yield relevant insights, enabling you to make informed decisions that enhance your performance and competitiveness.

3 Key benchmarking metrics 

At the highest level, what key insights do you need from your benchmarking efforts? Well, boil things down to their basics, and we arrive at:

This brings us to the three key metrics of benchmarking, which we’ll look at in turn.

1. Market Penetration Index (MPI)

The Market Penetration Index (MPI) measures a hotel’s occupancy performance relative to its competitive set. It is calculated by dividing the hotel’s occupancy rate by that of your compset and multiplying by 100.

An MPI score above 100 indicates your hotel is capturing more than its fair share of the market’s occupied rooms, while a score below 100 suggests underperformance compared to competitors.

MPI is important for a number of reasons, including:

• Market share insights: MPI helps you assess how well your hotel is attracting guests in its market, offering critical feedback on pricing, distribution and marketing strategies.

• Performance benchmarking: By tracking MPI over time, you can evaluate the success of strategies aimed at improving occupancy relative to your compset.

• Competitive edge: A strong MPI positions a hotel as a leader in the local market, attracting attention from guests and stakeholders alike.

Monitoring MPI ensures you stay competitive and can adjust your strategies to maximize occupancy and revenue opportunities.

2. Average Rate Index (ARI)

The Average Rate Index (ARI) measures a hotel’s ADR performance relative to its competitive set. It is calculated by dividing your ADR by that of your compset and multiplying by 100.

An ARI score above 100 means your hotel is achieving a higher ADR than your competitors, while a score below 100 indicates lower pricing or weaker rate positioning.

Its important uses in benchmarking include:

• Revenue positioning: ARI highlights how effectively your hotel captures revenue per room compared to its competitors.

• Pricing strategy assessment: It provides insights into whether your hotel’s pricing aligns with its perceived value in the market.

• Balanced performance: When analyzed alongside MPI, ARI helps you strike the right balance between occupancy and rate to maximize revenue.

Tracking ARI allows you to fine-tune your pricing strategies and maintain a competitive edge in revenue generation.

3. Revenue Generation Index (RGI)

The Revenue Generation Index (RGI) measures your hotel’s total revenue performance relative to its competitive set. It is calculated by dividing the hotel’s RevPAR by that of your compset and multiplying by 100.

An RGI score above 100 indicates your hotel is outperforming its compset in revenue generation, while a score below 100 suggests underperformance.

Three key insights that RGI provides:

• An overall performance indicator: RGI combines occupancy (MPI) and rate (ARI) metrics, providing a holistic view of revenue success.

• Strategic adjustments: It helps identify whether revenue shortfalls are due to pricing, occupancy or both, guiding targeted improvements.

• Competitiveness: A strong RGI demonstrates effective revenue management and market leadership.

By consistently monitoring RGI, you can ensure balanced, optimized strategies to maximize revenue relative to your competitors.

Why accurate market insights are essential for hotel benchmarking

Accurate market insights are the foundation of effective hotel benchmarking. The right software simplifies data collection and analysis, providing you with access to real-time, reliable metrics from your competitive set and the broader market.

For example, Lighthouse’s Benchmark Insight is designed to help you:

• Identify competitive trends and implement proactive strategies

• Benchmark KPIs against a dynamic compset to strategize with certainty

• Take action faster with instant performance comparison

• Grow market share by uncovering hidden opportunities

Without accurate market insights, hotels risk benchmarking against outdated or irrelevant data, which can lead to ineffective strategies and lost revenue opportunities. Competitive intelligence ensures that benchmarking efforts drive informed, actionable decisions.

Improve revenue management with better benchmarking

Competitive market data is critical for successful benchmarking, providing the insights needed to understand your hotel’s position and performance relative to the market.

However, having data alone isn’t enough.

To drive results, you must analyze the information, identify trends and take actionable steps to improve performance.

By turning benchmarking insights into strategies – such as refining pricing, optimizing distribution to complement direct bookings, or enhancing guest experiences – you can boost room revenue, capitalize on growth opportunities and maintain a strong competitive edge in your market.

Looking to learn more about benchmarking?

In “The Next Generation of Hotel Benchmarking – The Ultimate Guide for Hospitality Professionals Seeking Revenue Growth,” we provide a comprehensive guide to benchmarking, including best practices and how you can leverage the right technology to achieve your goals, and outperform your competitors. Download it here.

About Lighthouse

Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.

Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.