Cornell: Hotel Brands’ Competitive Performance Mapping: A New Way to Identify Strong, Troubled and Weak Brands

Developing tools with which to assess brand performance is key to gaining an understanding of how a hospitality brand is performing in comparison with its competitive set. This article introduces a new method of competitive performance mapping, which ranks hotel brands’ performance based on the following four measures: revenue per available room, cumulative average growth rate, guest satisfaction, and franchise-fee data.