CHR

Hospitality Leadership Through Learning
CHR

The Hotel Competitor Analysis Tool (H-CAT): A Strategic Positioning Tool for Managers

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Vol 2 No 3
By: Cathy A. Enz Ph.D. and Gary M. Thompson Ph.D.

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Executive Summary:

The hotel competitor analysis tool (H-CAT) is an Excel® spreadsheet designed to help managers make strategic comparisons between competing hotels on critical success factors. The tool permits hotel executive teams to assess direct competitors and then use the results to inform future planning initiatives to change or enhance organizational performance. The formatted worksheets allow strategists to compare their hotel to competitors, but to also examine and make supplemental comparisons of rooms inventory, various food and beverage outlets, or other revenue units of the hotel that would benefit from competitive comparisons. This report describes the steps necessary to conduct a competitive analysis, although the spreadsheet is designed to be self-explanatory and easy to use. The goal of the competitor analysis tool is to help hotel operators improve key elements of their operation by making meaningful comparisons and then exploring areas of strength and weakness.

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