How to benchmark your business data against other businesses

Once you have logged into the destination DMO’s system you will see the Dashboard Screen. Click on Data Analysis > Destination and select the tracker your business is part of from the left-hand menu. If you are an attraction or activity this will be the ‘Attractions’ tracker, the ‘Activities’ tracker or ‘Visits to Attractions’, or similarly named. If your business is an accommodation this will be the Accommodation tracker or Accommodation – Business Data. The tracker may be within a grouping, or folder, but you can use the search bar to help.

Once you’re in the tracker, you will see the aggregated average data for all businesses contributing. If you are an accommodation provider note that this average is weighted, this means the performance of a hotel or campsite with many rooms or pitches will weigh the data more heavily than a small B&B or Guesthouse, or single unit self-catering provider.

To compare your data to other businesses, click on the date box, select the date range you’re interested in and choose your business from the Provider drop-down. Click apply. This should now draw a graph that shows your business data only.

Click on Add comparison and select the same data range and click apply. The graph on display is now showing your data against all other businesses reporting. The breakdown the comparative set further re-op the comparison filter and choose from the various filter options: accommodation or attraction type, location, entry type etc.

You can try changing the graph from a bar to a line, as this sometimes makes the comparison of performance across the timeframe easier to interpret.