As a rule, a competitive analysis for a hotel is carried out as part of a feasibility study. It is also useful for the preparation of marketing planning to get an up-to-date overview of the services, offers and prices of the relevant competitors or even rivals.
First of all, it has to be decided who actually are relevant competitors. For a simple 3-star Garni hotel in the big city, competitors may be located within a radius of 1 kilometre. A luxury wellness hotel in the holiday region, however, may have its competition nationwide or even Europe-wide. It is important that the most important reasons for the decision are really comparable: these are quality, location, price, capacities, equipment and services.
First of all, it is examined in the real world (if necessary also through visits or even stays) where the competitor has its strengths and weaknesses (swot analysis). Besides a personal visit, good sources can also be found here:
These questions are particularly relevant:
If the biggest competitor, who may also have a slightly better location, is always 5 places ahead of your hotel in Booking.com and has 30,000 followers on Facebook and Instagram (while you have a few hundred likers), then this is important to know. Because your marketing and distribution team must derive measures from this.
In this world, it is no longer enough to simply have the nicer hotel. Even as a virulent company, it must know its competition and not let it become too strong.
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