Innovative Techniques for Competitive Analysis in Hotels

Understanding Competition in the Hotel Industry

Competition within the hotel sector can be relentless. For hotel owners, pinpointing their true competitors is crucial to maintain profitability and brand strength. This is where advanced research methods come into play. Researchers from the University of Maryland's Robert H. Smith School of Business have introduced a unique technique called Conditional Sure Independence Screening (CSIS) that takes competitor analysis to a whole new level.

The Challenge of Identifying Competitors

Owners often have a rough idea of who their competitors are, yet identifying a precise competitive landscape can be complex. This is particularly true in busy urban areas where hotels are located close together or in more rural settings where competition stretches across a larger space. Given that pricing strategies and promotional tactics are key in this industry, having accurate information about competitors is essential for maximizing profits. Traditional approaches to competitor identification frequently fall short in capturing the necessary details.

Introducing Conditional Sure Independence Screening (CSIS)

Co-authored by P.K. Kannan, a Dean's Chair in Marketing Science, along with UMD Smith PhD graduate Xian Gu, the research demonstrates the effectiveness of CSIS in rapidly identifying vital competitors in expansive markets. Unlike conventional methods, CSIS has the capacity to sift through extensive data sets, quickly isolating the most relevant competitors. Furthermore, it clarifies when it outperforms existing techniques, which is particularly the case when market competition differs based on geographical or demographic factors.

How Hotel Owners Benefit from CSIS

Kannan explains that hotel owners typically want to benchmark their performance against nearby properties as well as those in broader regions. The CSIS method is particularly insightful, revealing that competition isn't determined solely by geographic proximity or customer demographics but also by asymmetric relationships among competitors.

For instance, a large chain hotel may have a direct influence on nearby smaller accommodations. If the chain hotel reaches full capacity, smaller establishments can capitalize on this overflow by adjusting their rates accordingly—especially if they are situated near an event venue. Thus, while the chain hotel maintains a consistent occupancy rate thanks to its brand value, smaller inns might only see similar success when the larger property cannot meet customer demand.

Analyzing Competition Across Diverse Locations

The research examined over 1,300 hotels spanning various locations, including Washington, D.C., Amarillo, Texas, New York City, Miami, and Stillwater, Oklahoma. This diverse dataset enables researchers to assess competition dynamics both in densely packed urban environments and more sparsely populated areas. Using CSIS, one can input a specific hotel, and the system efficiently returns the top five or ten competitors for that property.

Expanding CSIS to Other Industries

CSIS isn't limited to the hotel industry. The study’s findings suggest that this powerful method can be applied across various sectors, including restaurants, automotive services, and e-commerce businesses. The versatility of CSIS opens up significant opportunities for competitive analysis in diverse markets, providing stakeholders with an invaluable tool for strategic decision-making.

About the Robert H. Smith School of Business

The Robert H. Smith School of Business is a distinguished leader in management education and research, situated within the University of Maryland. It offers a comprehensive array of programs including undergraduate degrees, full-time and flex MBA options, executive MBA, online MBA, business master's, PhD programs, and executive education. The school's outreach extends to corporate communities throughout North America and Asia, aiming to enhance the educational landscape through innovation and collaboration.

Contact Information

For inquiries, please reach out to Greg Muraski via email.

Frequently Asked Questions

What does CSIS stand for?

CSIS stands for Conditional Sure Independence Screening, a method used to identify key competitors in various markets.

How does CSIS help hotel owners?

CSIS assists hotel owners by efficiently determining their main competitors, allowing for better pricing and promotional strategies.

Can CSIS be used in industries other than hotels?

Yes, CSIS can be applied to various industries including restaurants, automotive services, and e-commerce.

What locations were studied in the research on CSIS?

The research analyzed data from over 1,300 hotels in Washington, D.C., Amarillo, Texas, New York City, Miami, and Stillwater, Oklahoma.

Who conducted the research on CSIS?

The research was co-authored by P.K. Kannan and Xian Gu from the University of Maryland's Robert H. Smith School of Business.

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