Benchmarking Alliance’s first AI feature marks the start of a new era built on data clarity and long-term vision.
AI is everywhere right now. But in hospitality, very few are using it to solve real problems. We’re taking a different route: starting small, building carefully, and focusing on what actually helps hotels make better decisions. This first AI feature may look simple, but it marks the start of a long-term shift in how benchmarking data is understood and used.
Simply put: for years, hotel data has spoken in numbers. Now, it’s starting to speak in words. Read on to see how we’re making it happen.
1. Moving with purpose, not hype
For years, our platform has been the industry’s quiet but effective workhorse. A reliable way for hotels to track, compare, and understand performance. And now, we’re adding something new.
It’s not a full relaunch or a big reveal, but a first step in something bigger: AI features that help revenue managers like yourself get faster insights, without needing to dig through data manually.
— We’re building with quality because we want to continue to be a trusted partner, not just jump on the AI trend, says Rasmus Kjellman, CEO at Benchmarking Alliance.
It’s a small step for the product, but an important signal that things are moving, and moving with purpose.
2. From graphs to guidance
The new AI feature is simple: it summarises what’s happening in the dashboard, directly in text.
For example, if you’re benchmarking your RevPAR, the system breaks down the underlying drivers like average daily rate (ADR) and occupancy, compares your results with previous years, and highlights any outliers. It’s a quick, clear snapshot that saves time and shows what’s driving performance.
— It’s just a small purple box. But for users who want a better, more digestible overview of their data, that purple box means a lot, says Rasmus Loqvist, CTO at Benchmarking Alliance.
In other words, it’s built to make analysis easier for everyone (not just the data experts).
— Picture logging into your dashboard and seeing a short summary appear above your occupancy chart that instantly tells you why the numbers moved this week, he adds.
3. The foundation for everything that follows
AI only works if the data behind it is structured and complete. That’s why this step makes sense for us at Benchmarking Alliance, and for the hotels that rely on our numbers.
— We have proprietary data that no one else has. And it’s well structured. That gives us a unique and strong position for this and any future AI applications, says Rasmus Loqvist.
This foundation allows us to create value from day one, instead of launching something experimental or unreliable. We’re moving fast, but we’re doing it in a way that holds up long-term.
— It’s real value we’re delivering. Not AI-hype, he adds.
4. Bringing together AI and data
AI in hospitality often focuses on distribution such as bookings, ads, and guest interactions. But there’s huge potential in using it for decision support and analysis. That’s where the real value lies.
Albin Hjelm, the Software Developer responsible for developing the AI feature, shares:
— Right now, the focus in the industry is on booking journeys and automation. That’s fine, but there’s so much more we can do with data.
— We want to make AI something that helps revenue managers, general managers, and owners make smarter decisions every day, he adds.
5. AI you can trust
Data security is fundamental when it comes to AI, especially when it comes to the sensitivity of hotel data. That’s why our models never train on client information, and the data is always anonymised. We also take proactive steps to ensure that no personal data is shared.
— All in all, we’ve covered every angle of the safety perspective, says Rasmus Loqvist.
On top of that, all AI outputs are generated within the same strict framework we use for benchmarking data (where no data could ever be isolated and exposed).
6. A small step with big meaning
This is just the beginning. The long-term goal is to help hotels interact with their data in more intuitive ways — from getting automated comparisons to, eventually, being able to ask their data questions directly.
— Just imagine being able to talk to and having a conversation with your data. That’s where we’re heading, says Rasmus Kjellman.
We’re not promising a revolution overnight. But we are taking the first real step toward a smarter, more intuitive platform that helps you understand your data faster and more clearly.
Want to see how our new AI feature can make your data clearer and easier to act on? You can book a free demo and we’ll walk you through it.
