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STAAH Blog

  • Home
  • MANAGEMENT
    • The Role of a Hotel Revenue Manager:…

      Why Every Hotel Needs a Channel Manager…

      Program Konsorsium Hotel: Bagaimana, Mengapa & Berapa…

      โปรแกรม Hotel Consortia: อย่างไร ทําไม และค่าใช้จ่ายเท่าไหร่?

      ตัวจัดการช่องทาง Channel Manager คืออะไร และทำไมผู้ให้บริการที่พักจึงจำเป็นต้องมี?

  • Marketing
    • Smart Hotel Distribution: What Every Hotelier Needs…

      The Ultimate Guide to Turning Negative Reviews…

      6 Social Media Trends Hoteliers Must Leverage…

      ไอเดียโพสต์โซเชียลมีเดียที่กําลังมาแรงสําหรับโรงแรมในปี 2025

      Xu Hướng Nội Dung Mạng Xã Hội…

  • Tips & Trends
    • What Is a Hotel Booking Engine and…

      Seamless Integrations: Enhancing Hotel Operations with Advanced…

      Smart Hotel Distribution: What Every Hotelier Needs…

      Maximizing Hotel Revenue: Advanced Channel Manager Strategies…

      The OTA Balancing Act: How a Channel…

  • News
    • Thoughtful Thursday – Drive More Bookings with…

      Cloudbeds and STAAH partner to enhance channel…

      STAAH Achieves Prestigious Seamless Product Badge from…

      STAAH Product Updates You Can’t Miss –…

      Thoughtful Thursday – Reporting for Properties: Converting…

  • Success Stories
    • Kenyan hospitality group’s smart switch to STAAH

      Bookings rise beyond expectations for boutique UK…

      The Komu Boosts Direct Revenue by 25%…

      Online Revenue Jumps 50% for Mangkuluhur Residences…

      23% more online bookings for Vivatel Kuala…

  • Resources
    • All BLAAH BLAAH @STAAH Connectivity News e-Books Events Podcast Quiz Testimonials Webinars

      Connect with Expedia – Expand Your Reach…

      Alexa+ could earn “top-of-the-funnel” spot in travel…

      STAAH & Hotelbeds: A Powerful Partnership Driving…

      STAAH’s new eBook to guide hoteliers through…

      BLAAH BLAAH @STAAH with Captain Mihir Deepak…

      BLAAH BLAAH @STAAH with Dia Mirza

      BLAAH BLAAH @STAAH with Avijit Arya and…

      BLAAH BLAAH @STAAH with Mauro Risch

      Connect with Expedia – Expand Your Reach…

      Alexa+ could earn “top-of-the-funnel” spot in travel…

      STAAH & Hotelbeds: A Powerful Partnership Driving…

      EMPOWERING CHANNEL PARTNERS: THE POWER OF CONTENT…

      STAAH’s new eBook to guide hoteliers through…

      STAAH ReviewMinder Playbook

      STAAH GDS Playbook

      The Expert Guide to Drive More Direct…

      BLAAH BLAAH @STAAH with Suwamana Wahyu Putra…

      BLAAH BLAAH @STAAH With Matthias Dybing And…

      BLAAH BLAAH @STAAH with Vikramjit Singh and…

      BLAAH BLAAH @STAAH with Suhail Kannampilly and…

      STAAH Weekly Hospitality Quiz: 17 January

      STAAH Weekly Hospitality Quiz: 10 January

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      STAAH Weekly Hospitality Quiz: 13 December

      The Domain Hotel and Spa, Bahrain

      Pramana Experience (Indonesia)

      Merusaka Nusa Dua, Bali (Indonesia)

      Acappella Suite Hotel (Malaysia):

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Fixing Your Competitor Set

31 March 2021
hoteliers finding competitors

Knowing who you’re up against is half the battle won. According to research, correct positioning against the right competitors can bump up the success rate by 50%. But how do you identify your competition set?

What is a comp set?

find your competitor

Before we define it, let’s define it.

A ‘Comp Set’ is a selection of other, competing hotels that you group together when creating your competitive study, based on relevant, specific selection criteria compared to your property. These criteria could be location, service and quality, event organisation capacity, leisure facilities, total number of rooms for large groups, among other things.

Think like your guest

Identify how your guests behave

To identify your competitor set, you need to think like your guests. Visit an OTA and see how the guests will rate you against other properties with a similar location and facilities. Where do you stack up against their requirements?
Some ways you can understand your competitors better are by doing a Google search comparison. Look at
various keywords when doing this research. For example, if you target business travellers, search for MICE and other related links for conferences.

Your competitor selection

1) Identify properties by star rating

Fixing Your Competitor Set 3

Select the top four competitors with the same star rating as yours. Add to this, three higher star categories and three lower star ones the objective is to add a good mix of higher and lower-priced properties.

The lower-priced competitors provide a guide to rates you need to drop to when you want to use their customers to
fill any shortfall in this category. In peak season, when you should ramp up your rates, the higher-priced (higher
starred ones) serve as a reference for how much the guest could pay when making a comparison with the higher category.

2) Identify by room category

Identify room category

This analysis could potentially take months but is important to do. In most cases when you monitor competitors, you make a comparison across the lead-in category. However, as inventory count across both properties may vary, this is not always a fair match. Besides some low prices may exclude breakfast or similar services, so not always a direct match.

3) Identify by property category similarities

City hotels, wellness resorts and theme park hotels are some common categories for hotels. Identifying a competitor in the city can be simple, but other categories such as wellness and resorts are not that easy to understand and gauge. However, there are some OTAs few as they may be set beyond the city or province to cross country. Choose wisely to the closest category possible.

4) The expected gains

So, you’ve spent considerable time researching your comp set and applying appropriate strategies. What are the benefits?

  • Applying the competitor in the star rating will allow OTAs to set a benchmark to find out how your property performs across key metrics such as booking pace, sales, customer insights, booking window and price performance. This helps you understand your standing against competitors.
  • By further setting room category, you will benefit from a better analysis on performance such as availability by
    allotments, promotions or channel sales, cancellation policy, refund policy, etc.
  • Add to this a layer of setting by property type and you can gain users who are browsing by Property Type
    (e.g. Top wellness resorts, top city hotels, etc).

This article is written by Guest writer Irvine Loo originally published in STAAH’s New E-Book.


About the Guest writer

Irvine Loo Irvine Loo has more than 18 years of professional and business experience in IT software, project management, CRM, loyalty management and consultancy. Currently, he is serving as the director of digital marketing for Berjaya Hotels & Resorts in Malaysia.

Fixing Your Competitor Set was last modified: June 21st, 2022 by Nashi Dasgupta

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