Published on February 28, 2014
PropertyVIEW Hotel Comp Set Analyzer
About REBEL Travel Corporation A next generation hotel distribution solutions and digital marketing company that provides one relationship and unlimited opportunities for clients and partners. Founded by Fred L. Bean, former executive and one of the key strategic minds behind the hotel and packaging distribution solutions of: Created to provide the hotel industry alternative, innovative, and hotel-friendly solutions. Forged partnerships with industry leading technology and data providers to ensure the delivery of superior turn-key and fully customizable content, analysis, and distribution solutions for the hotel industry backed by our world class travel distribution and marketing expertise.
To develop our set of tools for hotels, we created a brand new data resource Data is regularly captured from 50 different web data sources. In its raw state the data is unstructured Data Normalization Normalization process structures the data from disparate sources into a single, consistent format Hotel Database Reports and Analytics Data is normalized and the structured data is stored in a master hotel database that contains highly detailed profile information about 65,000+ North American hotels The database – the first of its type in the industry – provides the basis for our unique analytical capabilities We use this data to characterize any hotel in the market from the booker’s eye view 3
The database includes data at nearly every level of customer facing detail available. Product Characteristics • • • • Room Amenity Property Amenity Data Guest Services Location Information / Landmark Proximity Web Search Results Data Normalization Property Searches on Google/Yahoo/Bing by… • Name of Property • Landmark proximity • City Name • Brand (if applicable) Guest Review Details Hotel Database Detailed Guest Review Collection by… • Type of reviewer • Review category (Rooms, Value, Service, etc.) • Normalized to a single score scale Daily Rate Details Reports and Analytics Multiple sites shopped … • For the next 100 arrival dates • Multiple stay patterns • Collected by room type • Alignment of room type across competitors 4
Why Comp Set Analyzer? Comp Sets in the Hospitality Industry have many purposes… Historic Performance / Measurement Trending Market Share Positioning Financial measurement and valuation …they are generally derived by a variety of sources… General Managers Asset Management groups Brands Ownership groups/interests …none of these parties or interests are booking your hotels or have recently been involved in comparing your hotel to the competition
Our Assessment of Your Competition? We give you a view of your competition from the point of view of the people making decisions about whether or not to book your property Consumers Group Booking Agents Corporate Travel Manager Comp Set Analyzer is designed to determine which other hotels are being considered when a booking is being made. It considers the relevant data available at the time of booking Hotel Value and Services Available Location of property and proximity to demand drivers Guest Perception from past stays (reviews) Available Price and its value proposition Comp Set Analyzer provides a current assessment of you versus your competitors to identify who is likely to attract attention from your hotel during the booking process The data is based on the current market and can change over time, just as perception about you and your competition can change over time
How is Comp Set Analyzer Generated? Step 1: Base Comp Set Generation “Likeness” Model Compare attributes for “likeness” to reference property. Find the 100-150 closest properties in terms of “Distance From Reference Hotel” (actual number depends on market type i.e. city center, airport, etc.) • Location • Proximity to landmarks • Proximity to major demand drivers • Proximity to competing hotels • Current Rate Position • Avg rate over 90 day period • # of days with comparable rates • Hotel Category/Class/Level • Group/Meeting Capabilities • Brand Recognition • Guest Review Scores • Hotel Amenities The Comp Set Analyzer process does NOT have the same limitations of other hospitality industry Comp Sets: • Hotel Size (rooms/floors/towers) • • Specialty attributes (waterparks, etc.) No Brand limitations within a Comp Set • • No participation limitations within the Comp Set • • If all of your competitors are in your brand family then that will be your Comp Set All hotels participate in our program simply by opening their doors No restrictions on changes in the Comp Set • We encourage changes, because the market changes every day 7
How is Comp Set Analyzer Generated? Step 2: Comp Set Generation 1 Create “Overbuilt” Comp Set from the Base • Run Base Comp Set using “likeness” model • Identify the top 20-25 hotels most like the reference hotel 2 Append “user-defined” competitors • Append competitors where they do not exists from step 1 • Nominated Comp Set competitors • “Pricing Comp Set” Competitors • A “super set” of possible competitors results 3 Run Alignment, Market Metrics Analysis on Super Set • Index Hotels (using PropertyVIEW Market Metrics approach) to establish the relative market position of all of the hotels in the super set • Secondary scoring algorithm pinpoints competitors based on “competitiveness” For Price Competitors 4 Run Final Comp Set Selector • Compare Ref Hotel to remaining competitors: on: • • • • • • Proximity Room Count Hotel Value Index Guest Review Index Brand Index Published Rate Index (next 90 days) • Daily rate comparison to reference hotel • Optimal Position Index Output results in 2 Types of Comp Sets: Market Level and a Pricing Oriented Comp Set. Competitive “weightings” are then derived to emphasize the most direct competitors
Broader Market Overview Product Quality Brand Presence How does the hotel’s amenities, services, etc compare to competitors? Weak Which hotel has the strongest brand/sub-brand nationally/locally? Strong Weak Strong Web Search Strength Rate Comparison User Generated Reviews Which hotels are the easiest/hardest to find via web searches? Whose rate strategy is most like the subject property’s strategy? How do hotels’ scores on TripAdvisor, OTAs, etc compare? Weak Strong Weak Strong Weak Strong By comparing hotels in the way that bookers do, we can evaluate hotels’ position and identify performance opportunities!
Comp Set Analyzer Report: Multiple Views to Show How and Why Comp Sets Were Selected 10
Annual Subscription Pricing Product Information Contained in Report Comp Set Analyzer Market level assessment of the potential competitors for a specific reference hotel. Analyzer includes 3 Comp Set types and a comparison to existing property nominated set where available. Annual Price *** $500 Delivery Schedule Quarterly To subscribe or if you have additional questions contact: REBEL Travel Corporation Phone: 305-900-4926 Our Website: www.rebel-travel.com Email: email@example.com
Our Comp Set Analyzer process does NOT have the same limitations of other hospitality industry Comp Sets. No Brand limitations: If all of your competitors ...
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