{"id":3008,"date":"2017-02-08T16:30:10","date_gmt":"2017-02-08T15:30:10","guid":{"rendered":"https:\/\/www.thehotelfactory.com\/en\/?post_type=post&#038;p=3008"},"modified":"2022-03-07T10:23:39","modified_gmt":"2022-03-07T10:23:39","slug":"the-importance-of-the-benchmark-in-a-repositioning-project","status":"publish","type":"post","link":"https:\/\/thehotelfactory.com\/en\/the-importance-of-the-benchmark-in-a-repositioning-project\/","title":{"rendered":"The importance of the benchmark in a repositioning project"},"content":{"rendered":"\n<p style=\"text-align: justify;\"><em><span style=\"font-weight: 400;\">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. <\/span><\/em><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In a conceptualization or repositioning project of a hotel, one of the most important parts is <\/span><span style=\"font-weight: 400;\">the process of visiting the competitive set<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">(group of direct competitors) and the benchmark (study and evaluation of products and services in referring hotels from other destinations).<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The objective <\/span><span style=\"font-weight: 400;\">of<\/span><span style=\"font-weight: 400;\"> this part of the project is to <\/span><b>identify the best practices<\/b><span style=\"font-weight: 400;\"> within the market segment that we want to address and, <\/span><span style=\"font-weight: 400;\">consequently,<\/span> <b>satisfy the needs of the client<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" style=\"float: right; margin-left: 10px;\" src=\"https:\/\/www.thehotelfactory.com\/wp-content\/uploads\/2017\/01\/good-better-best-300x225.jpg\" alt=\"good-better-best\" width=\"300\" height=\"225\" \/>To know which of these best practices are the most valued by customers, we must take into account the <\/span><b>online reputation<\/b><span style=\"font-weight: 400;\">. Customer feedback is the cornerstone of a hotel&#8217;s reputation. So, if we find a hotel with a high online reputation, we <\/span><span style=\"font-weight: 400;\">know that the hotel m<\/span><span style=\"font-weight: 400;\">eets the attributes and needs that the client requests throughout his stay.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For this reason, this part of the project is composed of 3 levels:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identification of hotels best in class.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identification of the local compset.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Benchmark of hotels<\/b><span style=\"font-weight: 400;\"> in other destinations that <\/span><span style=\"font-weight: 400;\">are provided with<\/span><span style=\"font-weight: 400;\">\u00a0the segment of customers<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">we want to address.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In order to identify the hotels related to the compset and to the benchmark, the hotel factory and the customer will define <\/span><b>different criteria<\/b><span style=\"font-weight: 400;\"> to take into account. Some of them are the following:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Destination.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Category.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Number of rooms.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Online Reputation.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Segments.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Others&#8230;<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Once these criteria are defined, the visits to the different establishments of the compset will be realized. This <\/span><span style=\"font-weight: 400;\">allows<\/span><span style=\"font-weight: 400;\">\u00a0us to deepen the analysis of competition and <\/span><span style=\"font-weight: 400;\">to<\/span><span style=\"font-weight: 400;\"> identify the best practices to\u00a0<\/span><span style=\"font-weight: 400;\">take<\/span><span style=\"font-weight: 400;\">\u00a0into account for a similar establishment.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">For the benchmark, it is a <\/span><span style=\"font-weight: 400;\">matter<\/span> <span style=\"font-weight: 400;\">of visiting the best hotels within the segment <\/span><span style=\"font-weight: 400;\">we want to reach<\/span> <span style=\"font-weight: 400;\">in order to <\/span><span style=\"font-weight: 400;\">know <\/span><span style=\"font-weight: 400;\">better<\/span> <span style=\"font-weight: 400;\">all the necessary and valued attributes by the target clients\u00a0<\/span><span style=\"font-weight: 400;\">to whom we want to reach<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"\" style=\"float: left; margin-right: 10px;\" src=\"https:\/\/www.thehotelfactory.com\/wp-content\/uploads\/2017\/01\/data-300x289.jpg\" alt=\"data\" width=\"309\" height=\"298\" \/><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">After all the hotel visits <\/span><span style=\"font-weight: 400;\">belonging <\/span><span style=\"font-weight: 400;\">to the compset and the be<\/span><span style=\"font-weight: 400;\">n<\/span><span style=\"font-weight: 400;\">chmark, it is time for the hotel factory to analyze all\u00a0<\/span><span style=\"font-weight: 400;\">collected<\/span><span style=\"font-weight: 400;\"> data<\/span><span style=\"font-weight: 400;\">, obtaining a clear vision of everything relative and necessary for <\/span><span style=\"font-weight: 400;\">the <\/span><span style=\"font-weight: 400;\">repositioning <\/span><span style=\"font-weight: 400;\">process<\/span><span style=\"font-weight: 400;\"> and, at the same time, to be able to <\/span><span style=\"font-weight: 400;\">deliver the client a qualitative advice s<\/span><span style=\"font-weight: 400;\">o <\/span><span style=\"font-weight: 400;\">his hotel becomes a new reference within the sector.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">During these last years, the hotel factory has made benchmark <\/span><span style=\"font-weight: 400;\">visits<\/span><span style=\"font-weight: 400;\"> with many of his clients in different destinations such as: Costa Azul, Algarve, Crete, Barcelona, \u200b\u200bMallorca, Ibiza, Costa del Sol, Tenerife, Lanzarote, etc. <\/span><span style=\"font-weight: 400;\">O<\/span><span style=\"font-weight: 400;\">nce completed, <\/span><span style=\"font-weight: 400;\">we carried<\/span> <span style=\"font-weight: 400;\">out the repositioning projects; achieving great results for <\/span><span style=\"font-weight: 400;\">the<\/span><span style=\"font-weight: 400;\"> customers.<\/span><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p style=\"text-align: justify;\"><em>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.<\/em><\/p>\n<p>[&#8230;]<\/p>\n","protected":false},"author":52,"featured_media":6361,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[560,632,562,641,634,564,636,594,365,624],"class_list":["post-3008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-consultancy-en","tag-customization-en","tag-differentiation-en","tag-hotel-marketing-en","tag-hotel-reputation-en","tag-positioning-strategies","tag-profitability-en","tag-services-en","tag-the-hotel-factory-en","tag-tourism-consultancy-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The importance of the benchmark in a repositioning project | The Hotel Factory<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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