In the process of repositioning a hotel, visiting the competitive set as well as creating the benchmark are two of the most important parts in order to satisfy the needs of the client and obtaining a clear vision of everything relevant and necessary towards becoming a reference within the sector.

In a conceptualization or repositioning project of a hotel, one of the most important parts is the process of visiting the competitive set (group of direct competitors) and the benchmark (study and evaluation of products and services in referring hotels from other destinations).

The objective of this part of the project is to identify the best practices within the market segment that we want to address and, consequently, satisfy the needs of the client.

To know which of these best practices are the most valued by customers, we must take into account the online reputation. Customer feedback is the cornerstone of a hotel’s reputation. So, if we find a hotel with a high online reputation, we know that the hotel meets the attributes and needs that the client requests throughout his stay.

For this reason, this part of the project is composed of 3 levels:

• • Identification of hotels best in class.
  • Identification of the local compset.
  • Benchmark of hotels in other destinations that are provided with the segment of customers we want to address.

In order to identify the hotels related to the compset and to the benchmark, the hotel factory and the customer will define different criteria to take into account. Some of them are the following:

• • Destination.
  • Category.
  • Number of rooms.
  • Online Reputation.
  • Segments.
  • Others…

Once these criteria are defined, the visits to the different establishments of the compset will be realized. This allows us to deepen the analysis of competition and to identify the best practices to take into account for a similar establishment.

For the benchmark, it is a matter of visiting the best hotels within the segment we want to reach in order to know better all the necessary and valued attributes by the target clients to whom we want to reach.

After all the hotel visits belonging to the compset and the benchmark, it is time for the hotel factory to analyze all collected data, obtaining a clear vision of everything relative and necessary for the repositioning process and, at the same time, to be able to deliver the client a qualitative advice so his hotel becomes a new reference within the sector.

During these last years, the hotel factory has made benchmark visits with many of his clients in different destinations such as: Costa Azul, Algarve, Crete, Barcelona, ​​Mallorca, Ibiza, Costa del Sol, Tenerife, Lanzarote, etc. Once completed, we carried out the repositioning projects; achieving great results for the customers.