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Glossary overview


Armin Gögele, last updated on September 01, 2023


A benchmark is a standard of comparison and thus an instrument of competitive analysis. With benchmarking, products, services as well as processes and methods can be systematically compared with one or more alternatives (company, product). By comparing the key figures, differences are identified, reasons are ascertained, and opportunities for improvement are defined.

Examples from the online marketing area or hotel marketing can be:


Advantages of benchmarking in hotel marketing

  • Performance improvement
  • Competitive advantage
  • Efficient use of resources
  • Improved guest satisfaction

Frequently Asked Questions about Benchmarking in Hotel Marketing

What metrics should a hotel track as part of benchmarking?

Email open rates, click-through rates, conversion rates, ROI of advertising campaigns, and number of bookings or reservations are some relevant metrics. Likewise, metrics such as occupancy rates, average room rate and guest satisfaction should be monitored.

Why is benchmarking important in hotel marketing?

Benchmarking allows hotels to evaluate their performance against competitors and gain valuable insights to improve their marketing strategies and guest experience.

How do I find appropriate benchmarks for my hotel?

Appropriate benchmarks can vary depending on the type of hotel. It is advisable to identify hotels of similar size, location and target groups and compare their performance.

How do I conduct benchmarking for my hotel?

Benchmarking in hotel marketing is done in several steps: First, clear goals are defined, and relevant data is collected. Then, comparable hotels are identified, and the collected data is compared to the benchmark data. The analysis leads to conclusions and concrete measures that are implemented to improve performance. This process is repeated regularly to maintain and increase competitiveness.