Property AI Benchmark
Forty-five minutes on your property — and on the five hotels you compete with.
Most technology conversations start with what you could buy. This one starts with what your competitive set is already running. Before we speak, I go through five of your closest competitors the way a guest would, and score them against the same checklist I score you on. Then we spend the session on what the gaps are worth and which ones are worth closing.
What I do before the call
You name your comp set — or I build it from your market and segment if you'd rather see who I think it is. Then I work through each property looking at the things a guest actually touches and a GM actually feels:
- Booking path — how many steps to a confirmed reservation, what the direct channel does that the OTA doesn't, whether anything is answering questions at 11pm.
- Pre-arrival and messaging — what arrives between booking and check-in, whether it's automated, whether it sells anything.
- Reviews — volume, response rate, and how fast responses land. This one separates properties more sharply than any other signal.
- Front desk and arrival — mobile check-in, keyless entry, queue behaviour at peak.
- Upsell and ancillary — what's offered, when, and whether a human has to remember to do it.
- Rate presentation — how dynamic the pricing looks from outside, and how packages are merchandised.
What you leave with
- A side-by-side — your property against five named competitors, scored on the same signals. Not a rating out of ten; a list of what they do that you don't, and the reverse.
- The gaps that cost you money, ranked — because most of them don't. The point of the exercise is separating the two.
- Three moves — sized to the team you actually have, not the team a vendor deck assumes.
- A short list of what to ignore for the next twelve months. Usually the most useful part.
How the 45 minutes runs
First 10 minutes — what I found on your comp set. You'll disagree with some of it; that's useful.
Middle 20 — your side. P&L shape, what you're running, and the one thing eating your team's week.
Last 15 — the ranked list, and the order I'd do it in.
What to have ready
Not much, and nothing you have to prepare. Your last twelve months of P&L — or honestly just the top line and your three biggest expense lines. Whatever you're running for PMS, revenue management and anything guest-facing. And the one recurring problem you'd fix first if it were free.
What this is not
It isn't an STR report — I'm not bringing rate or occupancy data on your competitors, and anyone who says they can hand you that in a 45-minute call is selling something. It isn't a three-week audit either; that's a separate engagement and I'll tell you plainly if that's what your situation actually needs. And it isn't a vendor recommendation session. The assessment is vendor-neutral.
Who runs it
I do — every one of them. Peter Mack, founder of HospitalityOS: 25 years operating hotels, 800+ properties managed and consulted, as General Manager, Founder, Operator, Asset Manager and Owner. There's no analyst, no associate, and no deck built from a template.
How to get one
The benchmark comes bundled with The 2026 Official Guide to Hotel AI — 346 pages of operator playbooks, so the session starts from a shared vocabulary rather than from scratch. Limited sessions each month, because I run them personally.
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