Competitive analysis and benchmarks
Our services
To support the client’s business decisions, Relactions creates precise and highly customised analyses, based on its unique travel & hospitality expertise, in order to provide an accurate picture of the client’s exposure on the web in relation to its competitors and market opportunities, both local and global.
The goal is to provide the client with the decision-making tools necessary to understand and evaluate business development activities: a clear analysis of competitors and the client’s own position on the market is the best possible starting point for any future activities and for a correct evaluation of costs and benefits associated to any future webmarketing activities, in a market as dynamic, fragmented and competitive as the online travel and hospitality market.
Relactions uses advanced tools and proprietary software for performing analyses, together with its extensive knowledge of the distributional dynamics of the sector, producing analyses to assist the decision-making process and enable the client to keep updated with e-commerce best practices.
Benchmark analysis
The objectives and tools of each travel and hospitality benchmark analysis are defined together with the client and can include macro aspects related to the overall distribution strategy (for example, how competitors operate in certain markets), specific elements and activities (for example, identifying the best solutions for presenting a service), or functional and usability best-practices for the client’s online distribution strategy (see: usability).
Search engine positioning report
Relactions provides detailed analysis of a brand’s positioning on the major search engines for the client’s markets of interest, in order to evaluate their visibility in terms of marketing objectives and the type of customers targeted. We can analyse both organic positioning and also pay-per-click positioning, if the client has already placed advertising campaigns with search engines and wishes to get information on their actual visibility and effectiveness.
Competitive analysis
Relactions can provide the client with analyses aimed at gauging the visibility of competitors on the major search engines. The analyses can be aimed at defining the overall visibility of a brand competitor or they can be aimed at evaluating positioning strategies targeted at a specific destination for which the two travel and hospitality operators find themselves competing.
Online distribution report
Relactions provides analyses and reports aimed at providing an overall picture of the client’s positioning on the internet, integrating the analysis of direct online channels (presence on search engines) with the analysis of the client’s exposure on indirect channels (agencies and online distributors). The overall picture of the client’s online distribution allows the client to identify their strong points, areas of improvement and areas where they differ from their competitors, enabling the client to take strategic action by comparing and evaluating costs and opportunities for the two distribution methods (direct and indirect).