The hotel industry is hugely competitive, and with most hotels focused on meeting their guests’ leisure or business needs achieving customer satisfaction is a top priority.
So what is it that some hotels do really well but others fall short in. How well do hotels really know their competition?
By understanding the strengths of a competitor you will be able to identify gaps in what your hotel may or may not be offering. Whatever the size of your hotel, do not ever underestimate the value of both looking at, and speaking to other hoteliers.
So how can you do this?
Check out competitor websites and view what potential guests are seeing. How do their prices compare, what are their rooms like, what are guests saying about the hotel?
Where do you rank online? Type in keywords related to what your hotel offers, then look at the hotels that come up on page 1.
The free Google Alert service is worth signing up for as it will email you the latest news on your competitors. You can set up alerts for specific topics such as business names, hotel special offers, hotel conferences etc.
Take a look at your competitor social media accounts, Facebook, Twitter etc. If they have a lot of likes and followers they are obviously doing something well in attracting your target customers.
Hotel and hospitality magazines online will give you insights into what’s new, and what people are saying about your industry. In order to understand what people want from a hotel sign up to hotel forums and blog discussions. These are also a great place to interact with potential guests.
Some hotels use a ‘mystery guest’ service where they pay for a staff member to stay at a competitors’ hotel to measure how their service compares.
Speak to your competitors
The best way to improve is to speak to others in the same industry. They will know the pitfalls to watch out for, what works, what to avoid etc. The Annual Hotel Conference (The AHC) is the UK's leading conference for hoteliers; individual, boutique, branded and consortium hotel owners, operators and managers segment of the industry. It is a must-attend for all those involved in this, the largest sector of the hotel industry.Joining hoteliers at the event are developers, architects, consultants, marketing and social media experts, investors, bankers, advisors and government agencies who all gather to learn, network and do business in a forum which deals with the issues of the day. To register click here