UTELL Hotels & Resorts recently launched MarketVision’ in conjunction with Rubicon (a provider of market intelligence reporting) to offer hotels a reporting tool that can measure a hotels performance against their key competitors.
Performance can be analysed through a number of metrics including revenue, net reservations, room nights, ADR (Average Daily Rate), market share, average lead time and average length of stay, in addition to fair share analyses and year over year comparisons, said a Utell statement.
MarketVision’s reports offer a view of both historical and future bookings, allowing an integrated insight into how the market is behaving. The market data available in the reports enables a hotel to react to demand booking trends in order to generate additional business and increase market share. Booking patterns can be analysed by room rate achieved, geographical source of business, travel agency, consortia and TMC, or the channel that produced the bookings, said the statement.
Information on which sources have booked competitor properties historically as well as a view of booking demand up to 120 days in the future can transform a property’s sales, marketing and revenue management decisions. A hotel can see and act upon how it is performing in relation to its competition.
The reports aggregate, organise and calculate various indexes to assist hoteliers in understanding their market position, these include market share, target and market penetration measures which also utilise ‘exception flags’ to indicate performance status – i.e. a red flag will display if the hotel is not receiving their expected fair share of room nights whereas a green flag will display to indicate that a property has received or exceeded expected fair share.
By speedily identifying sources of business that generated ‘exceptions’, hotels can make the right marketing and sales decisions, concluded the statement.
Data used in the reports is sourced from Pegasus UltraSwitch, supplemented by data from Rubicon, which includes reservations for 80,000 hotels.