How hotel groups can unlock portfolio-level benchmarking
The challenge of fragmented data
Hotel ownership groups and asset managers are awash in data. Every property produces reports on occupancy, bookings, marketing, and revenue. But because each property tracks and reports differently, it’s nearly impossible to compare results in a clean, consistent way.
The reality is that most reporting still happens at the property level. While useful, this creates blind spots when owners need to see the big picture.
Why portfolio benchmarking matters
Portfolio-level benchmarking changes the conversation from individual performance to collective insight. With a unified rollup, owners can:
- Spot outliers — Identify top performers and struggling properties instantly.
- Compare consistently — Measure ADR, RevPAR, ROAS, and direct booking share apples-to-apples.
- Reallocate resources — Direct capital, staffing, or marketing investment where it will drive the greatest impact.
- Build accountability — Ensure each property is held to consistent benchmarks, not arbitrary local standards.
A practical example
Imagine a 10-property portfolio. Eight hotels are delivering a healthy marketing ROAS, but two are significantly underperforming. With rollup benchmarking, those underperformers don’t get hidden in averages — they’re flagged for immediate attention. Owners can investigate if it’s a budget issue, a market dynamic, or an operational gap.
Meanwhile, standout properties become models of best practice. If one property is generating exceptional direct bookings, owners can replicate that approach across the portfolio.
From reactive to proactive leadership
With portfolio-level data, ownership groups move from reactive reporting to proactive strategy. Decisions about where to invest, where to intervene, and how to grow are backed by transparency.
For hotel groups, the future is clear: portfolio-level benchmarking is no longer optional. It’s the foundation of profitable growth.
Contact us today to get started with your portfolio-level benchmarking.
