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Measuring Competitive Performance and Share of Market
As the industry has grown, ski areas have matured into mountain resorts, competition has increased and resort strategies have shifted to defending market share. "What gets measured gets done," and MTRiP is currently the only available means to track individual and resort business in comparison to the broader market and the competition, both retrospectively and prospectively.
MTRiP's Competitive Benchmark report set is designed to allow for the assessment of one business against other similar businesses at either the property or resort destination level. Because MTRiP data is based on reservations on-the-books at month’s end, a forward-looking view is produced that allows subscribers to take proactive steps or fine-tune their strategies based on how they are currently comparing to either their own previous year or to their competitors’.
MTRiP's standardized set of reporting metrics ensure that data is consistent. With over several hundred properties and many of the major destinations in western North America, MTRiP provides a broad and deep data set for comparative purposes. Competitive Reports that track occupancy, Average Daily Rate, and RevPAR for current and forward-looking business are available to subscribers at both the property , resort and regional levels.
Property Competitive Benchmark Report: Properties who participate in the Reservation Activity Outlook can also order a-la-carte competitive-set reports that allow for the comparison of a property’s advance reservation activity against the aggregate of all participating properties, or a customized set of 3-5 individually selected competitors from among other MTRiP subscribers. Metrics include Occupancy, Average Daily Rate, and RevPAR for the current and forward-looking six months and are provided along with a pacing comparison against the previous year’s business.
Destination Competitive Benchmark Reports: When a destination includes sufficient property participation, a “Resort Hub” is created that allows for a destination-wide view and tracking of that resort against the industry aggregate or a customized set of (at least 5) other destinations who are also MTRiP participants. Because MTRiP data is based on advanced reservations and is forward-looking, the reports allow subscribers to evaluate their business and pro-act accordingly.
Industry-Wide Mountain Business Tracker: This Report is designed exclusively for suppliers and vendors to the destination mountain resort industry. Using statistical data collected from the resort destination communities which has previously been available only to participating resorts and lodging properties, the Mountain Business Tracker is now available as an annual subscription. With this “industry-wide” view, vendors and suppliers can compare their own performance against that of their competitors’ market share and that of the overall industry.
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