How to compare your hotel website against your competitiors: Hotel Benchmark

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At a time when it’s never been more important to boost hotel bookings and increase footfall, we’re delighted to share with you our partnership with Hotel Benchmark. This allows hoteliers to compare their hotel website and digital marketing performance against the industry and their competitors. Our new online platform allows hotels to sign up quickly and easily, and join a growing community of 500+ hotels across 50 countries.

Hotel Benchmark measures key metrics like traffic, conversion and revenue as well as Google Ad and website performance. A simple traffic light system helps quickly illustrate if a hotel is performing above or below the industry average. While red highlights areas for opportunity and growth, green points towards areas of success.

The monthly report also illustrates a hotel’s digital marketing performance calculated as an index over time.

Hotel Benchmark works well for independent properties, providing access to another level of digital business intelligence and helping them to understand how they can compete against the bigger groups. Equally, groups benefit by gaining an understanding of where individual properties might need some extra support.

How does it work?

Hotels can sign-up via the new online platform, provide some basic information on their property(s) including location, star rating and facilities and then provide 'read-only' access to their Google Analytics account. Once the Google Analytics account is verified, the property is then assigned to a data-set based on the information submitted during sign-up i.e. London 4-star city hotel.

Everything is secure and anonymised; the data from an individual hotel’s Google Analytics account is aggregated with other hotels in the same data set to create monthly reports. These can be downloaded by the hotel at the beginning of every month, directly from their user account on the platform. Users don’t have access to individual hotel data, and their own data can only be seen as part of our aggregated reports.

The sign-up process takes a few minutes for an individual property, and our team can help with groups that would like to sign up more than four hotels. There is a contact form and an online chat facility that can answer your questions and guide hotels during the sign-up process.

Is hotel benchmark free? Are there different product available?

Our entry-level product, the basic report, is free to hotels that subscribe and share their data (anonymously) with the Hotel Benchmark community.

A Premium report, however, is more suited towards hotels that are seeking more detailed metrics around their website performance and digital marketing. This report also offers a deeper understanding of how their hotel is performing against a group of hotels for comparison purposes (competitive set). Hotels can access the Premium report for £69 per month, or just £59 per month if they are signing up for more than one property from the same group.

Don’t forget to claim your 90-day free trial for a Premium report!*

If you haven’t already, be sure to sign up at To begin with, you’ll need to set up your hotel(s) within the platform. Then, go to your profile, click on ‘Purchase Subscription’ ---> ‘Have a trial code? Use it here' and enter trial code PROFITROOM.

While you’re here, do take a look at our other partnership with OTA Insight, which focuses on helping hoteliers maximise their revenue.

*Please note, this offer is for Profitroom hotels only.