Competitive Intelligence & Benchmarking Flashcards
7 cards from real CHIA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Competitive Intelligence & Benchmarking flashcards as text
A hotel's STAR report shows an RGI of 95. What does this indicate?
Answer: The hotel is capturing 5% less RevPAR than its competitive set
An RGI below 100 means the hotel is not capturing its fair share of revenue; an RGI of 95 indicates it is performing 5% below the competitive set average.
Which criterion is most important when selecting hotels for a competitive set?
Answer: Hotels that guests and meeting planners consider as alternatives
A competitive set should reflect hotels that potential guests actually consider when choosing where to stay, making customer perception the primary selection criterion.
What is the purpose of analyzing 'running 12-month' data in a STAR report?
Answer: To smooth out seasonal variability and show annual trend performance
Running 12-month (or year-to-date rolling) data eliminates seasonal distortions, providing a clearer picture of year-over-year performance trends.
In competitive benchmarking, 'supply penetration' refers to a hotel's:
Answer: Number of rooms as a percentage of total comp set rooms
Supply penetration is the hotel's room count divided by the total room supply of its competitive set, establishing its baseline fair share expectation.
A hotel with an ARI greater than 100 and an MPI less than 100 is most likely pursuing which strategy?
Answer: Premium pricing that sacrifices some occupancy for higher rates
Higher ARI with lower MPI means the hotel charges above-average rates but attracts fewer guests, indicating a rate-premium strategy that trades occupancy for ADR.
What is 'demand penetration' in hotel competitive analysis?
Answer: A hotel's occupied rooms as a share of total comp set occupied rooms
Demand penetration measures a hotel's share of actual rooms sold (occupied rooms) compared to total rooms sold across the competitive set.
Which STR report time period is most useful for evaluating a hotel's performance during a specific short-term promotional campaign?
Answer: Month-to-date or weekly data
Month-to-date or weekly data provides the granularity needed to assess the immediate impact of a short-term promotional campaign on performance metrics.