Hotels

Hotel Competitors: the guide to outsmart your local market

Post author By Karina
Post date 29/12/2025
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Hotel Competitors are no longer just the properties down the street with similar room counts. Today’s guest compares you in seconds across OTAs, Google, social media, and direct websites—filtering by price, rating, photos, policies, and experience. If you want higher occupancy, stronger ADR, and more direct bookings, you need a repeatable way to understand Hotel Competitors and turn that insight into action.

This guide gives hoteliers a practical framework: how to define your true competitive set, what to measure (beyond rates), and how to differentiate without relying on discounts—using operational improvements and smart guest-journey automation.

Hotel Competitors: what they are and why they matter

Hotel Competitors are the hotels (and sometimes alternative accommodations) that your target guest is most likely to compare before booking.

Why this matters:

Guests don’t compare like hoteliers do. They compare what appears side-by-side in search results.
Small differences swing decisions. Policy, photos, review sentiment, or check-in convenience can beat a €5 rate gap.
Competition is dynamic. Events, seasonality, renovations, and marketing campaigns can shift your real competitors month to month.

Step 1: Build your “competitive set” (comp set)

A comp set is a focused list of 5–6 Hotel Competitors you track consistently. Too broad and you’ll drown in data; too narrow and you’ll miss threats.

Direct vs indirect Hotel Competitors

Direct competitors: similar location, guest segment, positioning, and typical ADR range.
Indirect competitors: different format but same guest mission (e.g., serviced apartments competing for extended stays).

How to choose the right comp set (fast method)

Use the same path your guest uses:

Search your destination on Google and OTAs with your most common dates.
Apply the filters your guests use (rating, price band, amenities).
Shortlist properties that consistently appear near you in rankings.
Confirm comparability:
- Similar target segment (leisure, business, family, couples)
- Similar perceived quality (photos + reviews)
- Similar booking window and seasonality patterns

Pro tip: Maintain two lists:

Core comp set (stable 5–6)
Seasonal comp set (adds event-driven competitors)

Step 2: What to analyze about Hotel Competitors (the 5 pillars)

1) Pricing and policy strategy

Rates matter, but rate logic matters more.
Track:

ADR by day-of-week and season
Flexible vs non-refundable gaps
Cancellation rules and deposits
Inclusions (breakfast, parking, late check-out)
Packages and promos

Action idea: If a competitor wins without being cheaper, look for “value signals” (inclusions, flexible policies, smoother arrival).

2) Reputation and review patterns

Don’t just track star ratings—track themes.
Create a simple review map:

Top 3 reasons guests love them
Top 3 complaints that repeat
How management responds (tone, speed, solutions)

Action idea: Fix one recurring pain point that appears in your own reviews and your competitors’ weak spots (noise, cleanliness, Wi-Fi, check-in delays).

3) Product and on-site experience

Guests buy outcomes (rest, convenience, vibe), not facilities.
Compare:

Room types and perceived space
Bedding/comfort cues in photos
Lobby and arrival experience
Amenities that match your segment (gym, workspace, family features)

Action idea: Choose one “signature experience” your Hotel Competitors don’t own (e.g., fastest arrival, best sleep, most seamless business stay).

4) Digital presence and distribution

Your Hotel Competitors may “win” before the guest even reaches your website.
Audit:

Google Business Profile completeness (photos, Q&A, attributes)
OTA listing quality (photo order, captions, amenity tags)
Direct website clarity (rate parity perception, value messaging, trust)

Action idea: Improve your first 10 seconds: hero image, value proposition, and one clear differentiator.

You may also be interested in:

Hotel Bidding Sites: The Ultimate Guide for Modern Hoteliers

5) Differentiation and story (escaping price wars)

If your message is generic (“great location, comfy rooms”), you’ll compete on price.
Build a crisp positioning statement:

For [guest type]
Who want [outcome]
Our hotel is the best choice because [proof + unique experience]

Action idea: Make your differentiator measurable (e.g., “arrive and access your room in under 2 minutes”).

Step 3: Turn competitor insights

Data without execution is just busywork. Use a simple structure:

SWOT → 3 moves per quarter

Strengths: what you already do better than Hotel Competitors
Weaknesses: what guests complain about (especially vs your comp set)
Opportunities: gaps in the market (segments underserved, experiences missing)
Threats: price aggression, renovations, new openings, shifting demand

Then pick 3 moves max:

One move to improve conversion (website/OTAs)
One move to improve guest satisfaction (reviews)
One move to improve revenue quality (upsells/packages or pricing logic)

KPIs that make competition measurable

Area	KPI	Target direction
Pricing	ADR vs comp set median	Maintain / outperform
Demand	Occupancy vs last year	Increase
Reputation	Rating + sentiment themes	Improve
Direct	Direct booking share	Increase
Ops	Time spent per arrival	Decrease

How Chekin helps you beat Hotel Competitors without extra workload

Many hotels lose to Hotel Competitors on “micro-frictions”: queues, manual paperwork, slow arrival, and missed revenue opportunities at check-in. Improving these moments boosts reviews and repeat bookings.

With Chekin, you can strengthen your competitive edge through:

Online check-in: reduce front-desk pressure and speed up arrivals.
ID verification: streamline compliance while keeping control.
Smart access: enable smoother, more flexible arrivals—especially late check-ins.
Upselling and online payments: increase revenue per stay with add-ons guests actually want (late checkout, parking, breakfast, experiences).

Result: a more consistent guest journey that’s easier to deliver at scale—one of the most defensible advantages against Hotel Competitors.

Conclusion

Winning against Hotel Competitors is not about copying rates—it’s about building a clear comp set, tracking what truly influences booking decisions, and improving the guest experience where it matters most: arrival, trust, and perceived value.

Combine competitive intelligence (rates, reviews, listings) with a focused guest-journey automation, and you’ll compete on quality and convenience—not discounts.

Discover how Chekin can help you automate check-in, stay compliant, protect your property, and boost revenue—saving 87% of your time and earning more from every booking.

Try Chekin for Free

Free trial for 14 days. No credit card required!

FAQs

What are Hotel Competitors?
They’re the properties (and sometimes alternative stays) that your target guest compares before booking.

How many Hotel Competitors should I track?
Start with a core comp set of 5–6 and add a seasonal list for events or peak periods.

What should I track besides room rates?
Review themes, policies, inclusions, listing quality, website clarity, and arrival experience.

How do I differentiate from Hotel Competitors without lowering prices?
Create a specific positioning, improve high-friction moments (especially check-in), and package value with services and add-ons.