Do you capture your fair share of the market?

Many hotels think that they capture their fair share or more than their fair share of the market when looking at benchmarking data. The figures are often misleading since they are accumulated over time and do not show the necessary granularity.

Is your hotel better or worse than other hotels to capture the demand on any given day, week, month or year? Once you have benchmarking data, you can get an answer to this question and can create a strategy on how to capture at least your fair share of the market every single day.

If hotels leave money on the table, competitors reach higher revenue and better profitability, so they can invest and improve their rooms and other facilities. Long-term, this creates a positive spiral for the competitors and for your hotel it leads to loss of guests, revenue and profits.