Market Benchmark Tools / Lighthouse Benchmark Insight? Andere?

STR ist ein bekannter Anbieter: https://str.com/de/benchmarking

Früher gab es noch Fairmas Benchmarking, aber die wurden von STR übernommen.

Ich wollte ein ähnliches Feature früher auch mit OTA Insight testen, aber damals sind wir immer daran gescheitert, dass wir in Mews “Betten” angelegt hatten und OTA Insight hat es dann nicht zugelassen.

Mit “Betten” meine ich hier: 

• Bett als Child eines Twin-Rooms
• Babybetten als eigener Bookable Service

Beides waren Ausschlusskriterien. 

Für Revenue Management ist es sicherlich hilfreich, wenn man die Auslastung anderer Unterkünfte sehen kann. 

Thanks for raising this interesting topic!

I'm curiuous about the benefits and what insight the benchmark has given you so far and what that has enabled you do?

I am also curious if you have you every tried STR?

We have anonymised benchmarking on our radar within the Analytics team at Mews which peaked my interest :)  

​@jesson.atherton 

Well, I am really just at the beginning of exploring what is possible with lighthouse benchmark insight...

First of all, I think the data is not super reliable yet, because only a limited number of hotel participates at the moment. I hope some more properties can join the party so that the tools can reach critical mass to make sense. 

Usually we used to benchmark against our own last year data and market prices. That is of course helpful in achieving the budget goals and set prices. I would think that more detailed market benchmark can improve our insight into

•  why certain periods are just not selling (beyond pricing issues) - does the market see the same?
•  identifying compression periods - is the market saturated already? Or is the pickup on the market lower than expected? Can that help us decide pricing increases?
• when does pickup start for certain stay dates? Do we need to focus on a certain period where we lag behind? Or are we selling out to early at a to low price point?
• How does our pace curve look like in comparison to the market? What can we learn from that?
• If valid segmentation is available: how are we doing? where can we try to improve? I am thinking about segmentation in terms of source/channel, business/leisure, booking window, LOS

I don’t know yet exactly where this may take us, but my first approach is to look at it in a similar way as we compare to our own YoY/STLY data, but instead of comparing with the past of our own comparing with the present. I help it would help identify mistakes or misconceptions of our own past, that we cannot discover when comparing only against our own past.

I am a person who likes to look at graphs that represent data in an actionable and insightful way - I am not the number crunching table parser type of person ;-) … 

Kind regards,

JP.