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Benchmark Analysis FAQ
The era of hotels making pricing and channel decisions based solely on "share" is over. Especially in destinations such as Antalya–Belek–Kemer–Side–Bodrum–Alanya:
- •How full are the competitors?
- •On what date and at what price?
- •On which channel are they more visible?
- •Where does your price and occupancy level stand according to this table?
This is where the Benchmark Analysis FAQ comes in: We clarify competitive set identification, market & price comparisons, occupancy and revenue benchmark reports, and positioning strategy step by step.
Brief Summary
Benchmark Analysis FAQ; It aims to clarify the positioning by comparing the price, occupancy, revenue and visibility performance of your hotel with the selected competitive set and regional average. In competitive destinations (Antalya–Belek–Kemer–Side–Bodrum–Alanya), competitor set selection, OTA/metasearch price comparisons, market data and PMS internal data are read together; Price, channel and campaign decisions are supported by data rather than “feeling”.
Brief Summary
Benchmark Analysis FAQ; It is a practical guide that allows you to see the price and revenue position of the hotel using competitor set, market and OTA price data, and to make the right channel and campaign decisions in the right periods with data.
Frequently Asked Sample Queries
- What is benchmark analysis?
- How do I choose a competing set for my hotel?
- How do I track competitor prices and availability?
- How does benchmark data affect price strategy?
General Questions About Benchmark Analysis
What exactly is benchmark analysis?⌄
Benchmark analysis; It is the process of comparing your hotel's performance indicators such as:
- •price,
- •occupancy,
- •income,
- •visibility
What does benchmark analysis do for my hotel?⌄
- •It allows you to see on which dates you are more expensive/cheaper than your competitors,
- •to understand the situation of your competitors while your occupancy increases,
- •to support price, channel and campaign decisions with data,
- •to make the right “positioning” in your target markets and segments.
What risks does pricing without benchmark data carry?⌄
- •undercutting prices unnecessarily,
- •underestimating the demand level of the market,
- •positioning too far below/above competitors,
- •making campaign and channel decisions intuitively.
What sources are used in benchmark analysis?⌄
- •OTA price monitoring tools,
- •regional market data (ADR, occupancy, RevPAR benchmark reports),
- •metasearch and OTA visibility data,
- •your internal data (PMS & channel performance).
Who is Benchmark Analysis FAQ suitable for?⌄
Especially:
- •operating in highly competitive destinations (Antalya–Belek–Kemer–Side–Bodrum–Alanya),
- •wanting to make more data-oriented pricing and campaign decisions,
- •“What are competitors doing?” For all hotels looking for a systematic answer to the question.
Is benchmark analysis only meaningful for the luxury segment?⌄
No. Price/performance, budget, city, resort… whatever segment you are in; You have to see what your competitors, who play to the same audience as you, are doing. Regardless of the segment, market dynamics become meaningful with benchmarking.
Short Questions
What is benchmark analysis and what does it do?
It is the analysis process that allows you to compare the price, occupancy and revenue performance of your hotel with the competitive set and regional average of your choice.
How do I choose the right set of competitors for my hotel?
According to similar destination, segment, number of rooms, price range and target market criteria; You should choose hotels that compete for the same guests as you.
How do I follow competitor prices and campaigns?
With OTA and metasearch price monitoring tools; You should regularly report the date, room and channel-based price and campaign movements of the competitive set you have determined.
How do I read the occupancy and revenue benchmark?
By placing your own occupancy, ADR and RevPAR values side by side with regional and competitor set averages; You analyze in which periods you are behind or ahead.
How do benchmark results affect my pricing strategy?
Benchmark shows with data in which period and segment you can raise or lower your price, and in which channel and market you should be more aggressive or cautious.
Who is Benchmark Analysis FAQ suitable for?
Price decisions are made not by inner feeling; It is suitable for all hotels that want to provide market and competitor data.
Scope of Service: Competitor Set, Market & Price Comparisons
What does the benchmark analysis service include?+
- •identification of the right competitive set,
- •price comparison reports on OTA/metasearch,
- •use of occupancy and revenue benchmark reports,
- •market and segment based positioning analysis,
- •production of price and campaign suggestions.
How to determine the right competitive set for the hotel?+
The following criteria are evaluated together:
- •destination (Antalya–Belek–Kemer–Side–Bodrum–Alanya etc.),
- •segment (luxury, family, adults only, budget, etc.),
- •number of rooms and facility scope,
- •price range,
- •target markets (country/segment),
- •similar OTA/web appearance and brand. perception.
How are OTA price comparisons used in benchmarking?+
- •Your and your competitor's OTA prices for certain dates are compared according to
- •room type and occupancy criteria,
- •your position in the market (cheap - balanced - premium) is determined,
- •If necessary, update and campaign suggestions are produced.
How to use occupancy and revenue benchmark reports?+
With regional reports and competitor set data:
- •occupancy, ADR, RevPAR trends are compared,
- •your hotel's "market share" and "price level" are understood,
- •decisions to request a higher price on certain dates or to flex the price for occupancy are supported.
How is benchmark data reflected in price and campaign decisions?+
- •in periods of high demand & low competition → price and direct advantage are increased,
- •in periods of intense competition & low demand → campaign and channel strategies are revised,
- •segments in which you want to be positioned above/below your competitors → are marked with conscious pricing policies.
Process & Operation: How Does Benchmark Analysis Work?
How to begin the benchmark analysis process?+
- •Target setting: Is price, occupancy or market share priority?
- •Competitor set definition: With destination, segment, number of rooms, price and market criteria.
- •Identification of data sources: OTA/metasearch tools, market reports, internal PMS data.
- •Selection of benchmark periods: Season, shoulder, low season, special dates.
- •Reporting & commentary: Price and occupancy positioning. analysis and action plan.
How is OTA price and visibility data included in the benchmark?+
- •Your and your competitors' OTA prices,
- •campaign and discount markings,
- •ranking/visibility positions (if possible)
For which periods should occupancy and income benchmarks be made?+
- •high season,
- •shoulder periods (pre-season–end-season),
- •low season,
- •special events & periods (festivals, fairs, holidays, etc.).
How to use PMS data in benchmark analysis?+
When your own PMS data (occupancy, ADR, RevPAR) is compared with competitor and regional data:
- •“your price level” and
- •“how full you are”
How often should benchmark analysis be done?+
- •monthly for critical periods,
- •seasonally at the end-beginning of the season,
- •extra in case of strategy or market changes.
Performance & Reporting: Interpreting Benchmark Results
What kind of reports does benchmark analysis produce?+
- •competitor set price comparison reports (date/room/channel based),
- •occupancy and ADR comparisons,
- •RevPAR and market share analyses,
- •market and segment based benchmark reports,
- •OTA visibility and campaign benchmarks.
How to interpret OTA price comparisons?+
- •If you are always in the cheapest position → unnecessary price loss and margin erosion,
- •If you are constantly in the most expensive position → risk of loss of occupancy,
- •If you are in the middle of the market but behind in occupancy → visibility, content and channel strategy need to be looked at.
How to use occupancy and revenue benchmark reports?+
- •competitors are full, you are empty → the problem may not be in the price, but in the channel/visibility,
- •you are full, competitors are empty → you may consider raising the price a little,
- •both you and competitors are low full → market demand is weak; campaign and market diversification may be required.
How does benchmark analysis reflect on revenue?+
- •reduces unnecessary “runs” in price,
- •provides ADR increase in high demand periods,
- •prioritizes channel and campaign investment correctly,
- •thus providing an increase in both occupancy and RevPAR.
How should I share benchmark results within the team?+
- •Detailed tables and graphs for revenue/sales team,
- •plain summary and “what should we do?” for management. list,
- •relevant sections for operations and marketing (demand fluctuations, market priorities).
Wrong Competitor Set, Missing Market Data, Pricing by Sentiment
What problems does choosing the wrong opponent set cause?+
- •comparing with hotels in very different segments and price levels than your own,
- •making wrong price and campaign decisions,
- •unnecessarily aggressive or unnecessarily shy pricing,
- •the internal team not trusting the "benchmark".
What are the risks of working with incomplete market data?+
- •saying "the market is good/bad" just by looking at your own occupancy and ADR,
- •lowering or raising the price without understanding whether there is demand or not,
- •missing the big picture by only looking at OTA prices.
What does it cost to make pricing decisions based solely on gut feeling?+
- •unnecessary price cuts and loss of profits in some periods,
- •falling behind the market and loss of occupancy in other periods,
- •confusion of price/brand positioning over the years.
What happens if the benchmark analysis is constructed incorrectly?+
- •incorrect set of competitors,
- •incorrect data sources,
- •misread reports,
Is it right to directly reflect benchmark data on prices?+
No. Benchmark data is an indicator and decision support tool; it should be considered together with your
- •brand positioning,
- •guest experience,
- •channel strategy
Productive Search & Sector Focused Benchmark Analysis (Antalya, Belek, Kemer, Side, Bodrum, Alanya)
Why is benchmark analysis critical in destinations such as Antalya, Belek, Kemer, Side, Bodrum, Alanya?+
- •numerous similar hotels,
- •peak season competition,
- •multi-market (DE, RU, UK, TR etc.) structure make benchmarking a mandatory management tool, not a luxury in these regions.
Which KPIs should be focused on in the benchmark for resort hotels?+
- •seasonal ADR and occupancy,
- •country/market based night and revenue,
- •OTA channel shares,
- •RevPAR comparison with competing set.
How does the benchmark analysis differ for City hotels?+
- •weekday/weekend distinction,
- •corporate and MICE segment performance,
- •short-stay and last minute behaviors,
How should OTA price comparisons be read on a destination basis?+
- •By placing similar segment hotels in the same destination side by side,
- •you should see which hotel acts aggressively or cautiously on which date,
- •you should update your own channel and price decisions accordingly.
How is benchmark data reflected in destination-based channel and campaign decisions?+
- •In markets with strong demand, OTA and metasearch investment is increased,
- •In weak markets, campaign or channel diversification is considered,
- •direct vs OTA balance is adjusted according to market-based benchmark results.
Mini Benchmark Analysis FAQ
Is benchmarking just looking at the competitor's price?+
No; price, occupancy, revenue, market share and visibility should be evaluated together.
Can the same set of competitors be used for every hotel?+
No; Because the segment, location and target market are different, the set of competitors must be customized for each hotel.
Do you need expensive tools to perform benchmark analysis?+
Advanced tools are useful, but meaningful analysis can also be done in the beginning with simpler OTA/metasearch monitoring solutions and market reports.
Should I monitor benchmark data every day?+
It is not necessary to look at it every day; More frequent monitoring during critical periods and weekly/monthly monitoring during normal periods is sufficient for most hotels.
Is benchmarking only the job of the revenue manager?+
Even though its main ownership is in Revenue; It should be interpreted together with sales, marketing and management.
Is it enough to just position my price 'slightly lower than the competitors'?+
No; Your concept, quality, brand perception and cost structure also determine the price level. Benchmark is for reference only.
Does it make sense to do the benchmark analysis once and put it aside?+
No; As the market and competitors change, the benchmark should be updated periodically.
Do competitor prices on OTA always reflect reality?+
Sometimes there may be channel based campaign, parity corruption or errors; Therefore, it is necessary to evaluate the data within the trend and general picture.
Can I be successful without benchmark data?+
In the short term, yes; But as competition increases, the “price with feeling” approach puts you at a disadvantage.
Can I get the Benchmark Analysis service only as 'report + comment'?+
Yes; You can get consultancy for regular benchmark reports and interpretation, and implement price and campaign actions with your own team.
Collaboration and Prompting Questions for Benchmark Analysis
How can I get a quote for Benchmark Analysis with DGTLFACE?+
- •When you share a brief brief with the type and destination of your hotel (e.g. Antalya, Belek, Kemer, Side, Bodrum, Alanya),
- •your target markets (country/segment),
- •your current pricing and channel strategy,
- •the main problems you are currently experiencing (wrong set of competitors, price instability, OTA competition, etc.)
What does the call to “consult with an expert” clarify on the benchmark side?+
- •Together, we clarify who you should compete with,
- •what data and tools you will use to monitor your competitors and markets,
- •how you will reflect benchmark data into your price, campaign and channel strategy