You know your compset inside out. You live in your PMS. You tweak rates before most people have had coffee. But here’s the thing — none of that matters if your benchmarking data isn’t solid. And you’d be surprised how many providers still treat data quality like an afterthought. This article pulls back the curtain on what it actually takes to maintain benchmarking data you can trust — and why that trust is non-negotiable when you're the one holding the revenue bag.
“Making business choices without solid data is like driving in the dark without headlights on.”
Caroline Tarre, Customer Success Manager at Benchmarking Alliance
1. Automation is powerful (but it’s not enough)
Let’s be real: automation makes life easier. Whether you’re working with an RMS or managing pricing more manually, clean data makes everything easier. But relying fully on automation without oversight? That’s risky.
Integrations break. User errors sneak in. Platforms don’t always sync the way they’re supposed to. And here’s the thing — even if your data is spotless, something off in your compset can still mess with your numbers. One bad entry from another hotel can throw off the whole picture. That’s something you can’t afford when your next rate decision is riding on the numbers.
That’s why we’ve built guardrails. Yes, we automate what makes sense, but we also have real people reviewing, challenging, and questioning the data every day. Because if something feels off, we’d rather catch it before it ever hits your dashboard. It’s a simple equation: automation handles the volume, people safeguard the quality.
2. Flagging issues before they become your problem
No one has perfect reporting routines. Properties forget to submit. Numbers get entered wrong. And unless someone’s watching, it can snowball into distorted market benchmarks that misguide your pricing and positioning.
That’s exactly why our platform is built to monitor incoming data daily. If a hotel skips a submission or a number looks way out of range, it gets flagged immediately. And not with some vague error code, but with filters specifically trained to understand what’s normal for that property.
You don’t have to go hunting for the issue — because the issue comes to us, and we deal with it for you. That means fewer surprises in your reports and one less thing to double-check when you’re knee-deep in pricing decisions
3. Automation flags it — we follow up in person
Most platforms stop at the alert. Something looks off? You get a red icon or a system message and... that’s it. But as you know, not everything that looks wrong actually is. Maybe there was a massive event in town. Maybe a suite block skewed your ADR. Maybe the property had a flash sale that spiked bookings. Context matters, and machines don’t have any.
So when our system flags something, it doesn’t end there. We keep a running list of all the anomalies, and then we review them manually. That often means picking up the phone, calling the hotel, and figuring out what really happened. Sometimes it’s user error, other times it’s perfectly valid but unexpected.
Either way, you get clean, clarified data — not assumptions. And you don’t have to wonder if your compset got warped by someone else’s glitch.
4. Real relationships = real results
You’ve probably been there: something’s not working, you send in a support request, and then — silence. Or worse, an auto-reply with a case number and no resolution in sight.
Benchmarking Alliance tries to do things differently. We believe the relationship you have with your data provider should actually feel like a relationship. One where you know the name of the person you’ll talk to. One where they know your setup and can jump straight into the issue without you re-explaining it for the tenth time.
We check in proactively. We stay close. And we’d much rather solve something on a quick call than bounce you through a support queue. That kind of relationship isn’t “nice to have.” It’s what makes fast problem-solving possible.
5. When systems don’t play nice, we step in
If your PMS and other systems ever stop syncing properly, who usually gets stuck in the middle? That’s right — you. Logging tickets, following up, trying to explain the issue from scratch to two different vendors.
We’ve seen it too many times, which is why we built strong relationships with most major PMS providers. So when something breaks, you’re not left chasing down support on two fronts. Let us know, and we’ll do our best to sort it out for you.
Whether it’s fixing a feed, adjusting data mapping, or pushing for a system update, we act on your behalf. And when one fix benefits a bunch of facilities at once? Even better. It’s a win for you (and for the rest of the network).
6. In-house development keeps us agile
Ever submitted a product request only to watch it vanish into a black hole? Or waited weeks for someone to fix a bug that’s blocking your workflow?
That’s exactly what we wanted to avoid. Our developers sit right next to support and client-facing teams. We talk every day. So when someone on the front line spots a recurring issue or a smart idea from a client, it gets logged and actually acted on.
No corporate bottlenecks or offshore delays. Just quick decisions and fast updates. Because when your feedback turns into real improvements, you end up with a system that’s shaped around how you actually work.
7. A high-trust culture means higher data integrity
The truth is that clean data requires more than a system — you also need people. And whether you’re running a hotel or a benchmarking platform, you can tell when people actually care about what they’re doing.
At Benchmarking Alliance, we work in a way that lets everyone speak up when something feels off. We call it an environment marked by having room to raise your hand without hesitation, knowing that improving the data helps everyone.
That mindset means errors get caught earlier. The platform improves faster. And the end result is data that you can actually rely on, all because someone behind the scenes had your back.
8. Speed, engagement, and trust
Some platforms talk a big game, but disappear when it matters. Others respond, but slowly. And some? Well, let’s just say “trust” isn’t the word that comes to mind.
We’ve built our client experience around three things that actually make your life easier:
- Engagement: You’ll have a real person — not a chatbot — who knows your setup and checks in regularly.
- Speed: You flag something? It gets picked up fast. No limbo.
- Trust: The numbers in your report are clean, checked, and backed by people who care about getting it right.
9. Benchmarking helps everyone
Let’s face it; not every hotel has a full revenue team. Some don’t have anyone dedicated to revenue management and benchmarking at all. And for smaller facilities, navigating a data platform can feel overwhelming.
We’ve got you covered there too. Our team takes time to walk clients through the data, explain what it means, and how to use it. Sometimes that means several sessions. Sometimes it’s just helping interpret one tricky report.
And when more hotels — big or small — understand and contribute to benchmarking, everyone benefits. Together, we help build a stronger hospitality industry with fewer blind spots and better decisions all around.
If there’s one thing to take from all this, it’s that trustworthy benchmarking doesn’t just happen. It takes smart systems, hands-on people, and a team that actually cares. And if that’s the kind of support you wish you had behind your numbers, let’s talk.
Whether you’re running a tight revenue operation or flying solo at a smaller property, we’re here to ensure your decisions are backed by data you can trust
