A one-of-a-kind tool that leverages a global network of data so hoteliers can compare their direct channel performance to the market.
The Hotels Network (THN), a full-stack direct growth platform for hotels, has announced the launch of their brand-new benchmarking tool: BenchDirect. This pioneering new product allows hoteliers to surpass the norms of traditional hotel benchmarking by providing access online to an impressively wide variety of direct channel metrics, and a way for users to compare their hotel performance to their competitors in real-time.
The story of BenchDirect begins as far back as the choice of name for the company, The Hotels Network, which was a very deliberate decision. The goal was, and still is, to create a network of hotels and hotel brands that can learn from each other, share within the network, and be collectively more efficient and profitable as a result. The most obvious aspect to share is data, and the company has always incorporated its unique understanding of user behavior and hotel performance across the network into its products and approach to supporting client success.
The launch of BenchDirect is a natural progression of this network knowledge, providing hotels with a totally new and significantly more powerful benchmarking tool. Its competitive analytics focus purely on the direct channel, as “direct” is the company’s speciality – its reason to be. Thanks to BenchDirect, hoteliers can now unravel the building blocks of an effective direct booking strategy by comparing their hotel’s performance across more than 30 key metrics, including website and booking engine traffic, bookings and pickup, future demand, rates and disparities, user profile and behavior.
Juanjo Rodriguez, Founder of The Hotels Network, commented, “THN’s BenchDirect is the first of its kind. Traditional benchmarking products in hospitality only offer you a view of rates and occupancy. You see the end result, a static photo, but you don’t see how or why it happens. By analyzing the full user journey on your direct website, you’ll be able to spot where you are under or overperforming, what the levers are to improve your results, at a granular level. Instead of a fixed photo, you get a live video. Instead of a PDF, you get a full-blown online platform to perform your own analysis.”