Hotels, resorts & homestays competitor analysis
Criteria, weights, features, KPIs and sources for analysing competitors of business hotels, boutique hotels, resorts, homestays, hostels, serviced apartments.
Hotels compete inside a 'competitive set': properties a guest would realistically compare on an online travel agency for the same dates, location and budget. Revenue managers track this set daily, because rate and review position on OTAs drive most bookings.
The criteria mirror what shows on a search results page: price for the night, review score, location, room quality, amenities and how much direct booking the brand can win.
What decides who wins
Score every competitor from 0 to 10 on these criteria. The weights are a starting point; adjust them to what your customers say matters.
| Criterion | Weight | What to look at |
|---|---|---|
| Rate & value | 18% | Average daily rate versus the set for the same dates |
| Review score & volume | 20% | OTA and Google scores, recent review themes |
| Location | 16% | Distance to demand drivers: airport, business district, attractions |
| Room quality | 14% | Size, renovation, cleanliness, bed comfort |
| Amenities | 12% | Pool, breakfast, parking, workspace, spa |
| Direct booking strength | 10% | Own website, loyalty, rate parity |
| Service & staff | 10% | Check-in, responsiveness, special requests |
Features and offers to compare
Mark each competitor yes, partly or no. Critical items missing from your offer are the first gaps to close.
- Free cancellation (Critical)
- Free breakfast (Important)
- Free parking (Important)
- Restaurant / bar (Important)
- Direct-booking discount (Important)
- Airport transfer (Nice to have)
- Pool (Nice to have)
- Workspace / business centre (Nice to have)
- Pet friendly (Nice to have)
- Loyalty programme (Nice to have)
Where to find your competitors
- Booking.com, Expedia, Airbnb, Agoda, MakeMyTrip or the OTAs your guests use: search your area for the same dates and filters
- Google Hotels results for your neighbourhood
- Tripadvisor rankings for your city
- Corporate travel desks nearby for the business segment
Well-known players in related categories
Larger brands your customers may compare you with. Listed for research only; inclusion does not imply they compete with you.
- Hotel chains & stays: Marriott, Hilton, IHG, Hyatt, Accor, Radisson, Wyndham, Taj Hotels (IHCL)
- Online travel agencies: Booking.com, Expedia, Airbnb, Agoda, Trip.com, Tripadvisor, Viator, GetYourGuide
KPIs to benchmark
- Rate for the same room type on 3 dates (weekday, weekend, peak)
- Review score and count on the top 2 OTAs and Google
- Rank position on the OTA default sort for your area
- Cancellation policy strictness
- Photo count and quality on listings
Five Forces snapshot
Typical pressure in this market. Your local situation may differ; rate it in the Five Forces tool.
| Force | Typical level |
|---|---|
| Competitive rivalry | High |
| Threat of new entrants | Medium |
| Threat of substitutes | Medium |
| Bargaining power of buyers | High |
| Bargaining power of suppliers | High |
Estimating market share
For this industry, review counts are usually the most practical public proxy for share. Use the same source for every business and read the result as a share of the businesses you track. See how to estimate market share and HHI.
Mistakes to avoid
- Using a competitive set that is too broad (the whole city) or too aspirational
- Comparing rates on different dates or room types
- Ignoring OTA commission when comparing net rates