The benchmark reveals a gap, not content to copy
The comparison helps clarify market activity and the hotel’s own gaps. It does not replace the hotel’s strategy or replicate competitors’ communication.
The hotel and three reference brands
The team selects similar properties and wants to check posting frequency, topic proportions and the formats used on Instagram.
Differences worth acting on
The report shows where the hotel posts less, which topics dominate the market and which formats remain unused.
- frequency and consistency
- share of topics and formats
- examples of public posts
A fair comparison of available data
For the hotel’s own profiles, the system may have more complete results. For other brands, it relies solely on public data, so it does not present estimated reach or conversions as fact.
Compares activity
It compares post volumes, consistency, topics and formats across the same period and channel.
Highlights gaps
It identifies areas of the offer and presentation methods used less often by the hotel than by reference brands.
Separates sources
It clearly distinguishes complete own data from the limited indicators available publicly.
How is the channel comparison created?
Profile selection
The team specifies its own channels, reference brands, period and comparison objective.
Post descriptions
AI classifies public posts by topic, format and consistency.
Comparing scope
It compares only like-for-like data and flags differences in availability.
Report with examples
It shows gaps, patterns and specific posts illustrating each insight.
Own results and public activity are two different data sets
The report does not pretend to know competitors’ internal statistics. It compares complete data only where available and otherwise analyses publicly visible activity.
What does AI use?
- own profiles and posting history
- list of selected reference brands
- public posts, formats and reactions
- channel, period and comparison objective
What does the team receive?
- comparison of consistency, topics and formats
- list of gaps and differing patterns
- post examples with source labels
The hotel chooses the right benchmark
Not every popular brand is a good benchmark. The team approves the profiles being compared and interprets differences in the context of the segment, location and its own strategy.
A team member selects the brands, channels and period, can exclude an unsuitable profile and decides whether a given gap matters to the hotel.
The module does not copy competitors’ content, access their non-public results, create a strategy or publish posts.
A better benchmark for your own activity
The team quickly sees where it posts less often or uses a narrower range of formats.
The benchmark reveals topics and formats worth assessing without copying ready-made ideas.
The report clearly shows which conclusions are based solely on public data.
Own and public profiles in one clearly described comparison
The Central Publishing Panel provides data from the hotel’s own channels, while the public profiles of selected brands create a benchmark. The context interview helps select a relevant group.
Related process elements
Frequently asked questions
Can AI see competitors’ results?
Only publicly available indicators. It cannot access their reach, clicks or conversions unless they are public.
Who selects the brands for comparison?
The hotel team. The context interview can help define the segment and the right profiles to include.
Can several channels be compared?
Yes, but each channel is first analysed according to its own formats and available data.
Does the report recommend copying the best posts?
No. It identifies patterns and gaps for the hotel to assess through the lens of its own brand and offer.