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Brand benchmarking in a world of big data

J.D. Power’s recently released, 19th-annual hotel guest satisfaction brand benchmarking report included some encouraging results, with overall ratings 20 points higher than last year — crossing 800/1,000 for the first time in the history of the report. Even better, 20% fewer guests reported a problem during their stay as compared to the previous year. It seems our focus on improving guest experience is paying off.

While traveler surveys are helpful to understand general trends, hotel brands now have access to a much richer source of data to understand what they’re doing well and where they need to improve to attract more guests than when this survey began in 1997.

The 62,000 total travelers participating in the J.D. Power research across all brands is a fraction of the online review data available today for many of the brands covered, each of which typically receives hundreds of thousands — if not millions — of public guest reviews annually.

Every voice matters

While research and brand benchmarking based on representative sample sizes were needed in the past, they are no longer the best option in this era of big data and real-time analytics.

More importantly, in today’s digital environment, every rating matters. Every guest review affects your business. It’s simply insufficient to look at a subset of your guests as a complete performance barometer.

Brand benchmarking with big data

Fortunately, you no longer have to rely on research sample sizes or annual updates to understand your brand health or the competitive landscape. With online review analytics, you can benchmark every rating every guest has left both for your own properties and for your competitors — as often as you want. In a quickly changing business, this provides a clear advantage.

Complete transparency, unlimited uses

Analysis of these online, public reviews also enables a virtually unlimited amount of benchmarking — between groups of hotels, management companies, demographics, review sources and more. And these details are critical for making decisions in areas such as operations management, distribution strategy and brand positioning.

In a world of big data, make sure you’re using benchmarking based on every guest review for every hotel worldwide. That’s how your guests are evaluating your brand when they’re shopping.

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