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Benchmarking Operator Performance

Compare operator performance across your region to identify leaders, spot opportunities, and drive improvement.

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated today

Benchmarking Operator Performance

Benchmarking helps you understand how operators in your region compare to each other and identify opportunities for improvement. By analysing performance across your network, you can recognise leaders, support those who need help, and raise the overall standard of tourism in your region.

Understanding Benchmarking

Benchmarking compares operators against:

  • Regional averages: How does each operator compare to others in your region?

  • Category benchmarks: How do they compare within their specific category?

  • Historical performance: How have they improved over time?

  • Best performers: How do they compare to top operators?

Accessing Benchmarking Tools

  • Navigate to your regional dashboard at /regional

  • Click Analytics in the left sidebar

  • Select Benchmarking from the submenu

Key Performance Indicators

Listing Quality Score

Measures how complete and compelling an operator's listing is:

  • Profile completeness

  • Description quality

  • Photo quality and quantity

  • Information accuracy

  • Content freshness

Regional benchmark: Aim for all operators above 70%

Engagement Rate

Tracks how visitors interact with listings:

  • Page views

  • Time on page

  • Click-through to contact/booking

  • Social shares

  • Save/favourite actions

What it tells you: Higher engagement usually indicates more appealing listings

Response Rate

Measures how operators handle enquiries:

  • Response time to enquiries

  • Completion of follow-ups

  • Quality of responses

Why it matters: Quick, helpful responses lead to more bookings

Platform Activity

Shows how engaged operators are with the platform:

  • Login frequency

  • Content updates made

  • Feature usage

  • Event participation

What to watch for: Inactive operators may need encouragement

Viewing Benchmark Reports

Regional Overview

See how your region performs overall:

  • Go to Benchmarking > Regional Overview

  • View aggregate metrics:

- Average listing score - Total engagement - Active operator percentage - Trend indicators

  • Compare to previous periods

  • Identify areas for regional improvement

Operator Comparison

Compare operators side by side:

  • Go to Benchmarking > Compare Operators

  • Select operators to compare (up to 5)

  • View comparison across all metrics

  • Identify strengths and weaknesses

  • Export comparison for discussions

Category Benchmarks

See how different categories perform:

  • Go to Benchmarking > By Category

  • View metrics by category:

- Accommodation - Tours and experiences - Attractions - Food and beverage

  • Identify high and low performing categories

  • Plan category-specific support

Performance Rankings

View operators ranked by performance:

  • Go to Benchmarking > Rankings

  • Choose ranking metric

  • View top and bottom performers

  • Filter by category or location

  • Export rankings for reporting

Using Benchmarking Data

Identifying Top Performers

Recognise and learn from the best:

  • Review top-ranked operators

  • Analyse what they're doing well

  • Document best practices

  • Share learnings with other operators

  • Consider featuring in case studies

Supporting Underperformers

Help struggling operators improve:

  • Identify operators below benchmarks

  • Reach out with supportive messaging

  • Offer specific, actionable advice

  • Provide resources and training

  • Follow up on progress

Setting Improvement Goals

Create targets for your region:

  • Review current benchmark data

  • Set realistic improvement targets

  • Focus on specific metrics

  • Track progress over time

  • Celebrate achievements

Benchmark Reports for Stakeholders

Creating Benchmark Reports

Generate reports for different audiences:

  • Go to Benchmarking > Reports

  • Select report type:

- Executive summary - Detailed analysis - Category breakdown - Improvement tracking

  • Customise metrics included

  • Add commentary and context

  • Export and share

Presenting Benchmarking Data

When sharing with stakeholders:

  • Start with key headlines

  • Use visualisations to illustrate comparisons

  • Provide context for the numbers

  • Highlight success stories

  • Outline improvement strategies

Operator Self-Benchmarking

Help operators understand their own performance:

Operator Dashboard

Operators can see their own benchmarks:

  • Their scores compared to regional averages

  • Category comparisons

  • Trend over time

  • Specific improvement suggestions

Encouraging Self-Improvement

Point operators to their benchmarks:

  • Send regular performance summaries

  • Highlight areas for improvement

  • Celebrate when they beat benchmarks

  • Connect them with resources to improve

Advanced Benchmarking

Custom Benchmarks

Create benchmarks specific to your needs:

  • Go to Benchmarking > Custom

  • Define your benchmark:

- Select metrics to include - Set weighting for each metric - Define comparison groups

  • Save and name your benchmark

  • Apply to your analysis

Trend Analysis

Track performance over time:

  • Select a longer date range

  • View trend graphs for key metrics

  • Identify patterns and changes

  • Correlate with regional activities

  • Use insights for planning

Benchmarking Best Practices

  • Be fair: Compare like with like (small operators vs small, seasonal vs seasonal)

  • Be constructive: Use data to help, not criticise

  • Be consistent: Track the same metrics over time

  • Be contextual: Consider external factors affecting performance

  • Be encouraging: Celebrate improvement, not just absolute performance

Benchmarking transforms raw data into actionable insights. Used well, it drives continuous improvement across your operator network and helps your region deliver increasingly excellent visitor experiences.

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