The travel industry is fiercely competitive, and without clear insights into your competitors, you risk falling behind.
The good news? Competitor benchmarking can give you the edge you need. By analyzing your competition’s pricing, marketing, and customer experience, you can uncover gaps in your strategy and turn insights into real business growth.
In this guide, you’ll learn what competitor benchmarking is and why it’s crucial for travel businesses. You’ll discover the key areas you should be analyzing, including pricing, digital presence, and customer service.
I’ll walk you through a step-by-step method to conduct a powerful competitor analysis, introduce the best tools to make the process easier, and show you how to turn data into actionable strategies that boost bookings and revenue.
By the time you finish this article, you’ll have a clear roadmap for analyzing your competitors and using that knowledge to stay ahead. Ready to take control of your market? Let’s dive in.
What is Travel Competitor Benchmarking?
Travel competitor benchmarking is the process of analyzing other travel agencies and tour operators to see how your business stacks up. It helps you understand industry trends, identify gaps in your strategy, and find opportunities to improve. Instead of guessing why a competitor is getting more bookings, you use real data to make smarter business decisions.
Benchmarking goes beyond just checking out your competitors’ websites. It involves analyzing key areas like pricing, customer reviews, marketing efforts, and the overall customer experience.
For example, if a competing tour company is charging higher prices but still getting more bookings, you need to find out what’s making them stand out. Are they offering better experiences? Do they have stronger branding? Are their online reviews driving more trust?
By conducting a thorough competitor analysis, you can pinpoint what’s working for others and apply those insights to your own business. Whether it’s adjusting your pricing, improving your website, or refining your customer service, benchmarking gives you the knowledge to stay competitive and grow.
Key Areas to Analyze
Competitor benchmarking isn’t just about looking at who’s ahead of you. Really, it’s about understanding why. To get meaningful insights, you need to analyze the right areas of your competitors’ businesses.
Here are the key factors to focus on.
1. Pricing Strategy
Pricing plays a huge role in a customer’s decision-making process. Compare your prices to your competitors and analyze what they include in their packages. Are they offering lower rates with fewer inclusions, or do they charge a premium for exclusive experiences? Look for trends in discounting, seasonal pricing, and bundled offers.
2. Marketing and Online Presence
A strong digital presence can make or break a travel business. Examine how your competitors use their websites, social media, and email marketing. Are they running promotions? Do they have engaging blog content? Are they leveraging influencer partnerships? Also, pay attention to their SEO strategy—if they’re ranking higher than you on Google, find out why.
3. Customer Experience and Reviews
Customer feedback is one of the best ways to understand what a business is doing right—or wrong. Read reviews on platforms like Google, TripAdvisor, and Trustpilot. What do customers praise? What complaints come up frequently? If a competitor is consistently receiving five-star reviews while you struggle with customer retention, their service model could be worth studying.
4. Tour and Service Offerings
Compare what types of tours or services your competitors offer. Are they providing unique experiences that you’re missing? Do they cater to specific audiences, such as luxury travelers or adventure seekers? Understanding their positioning can help you refine your own offerings to attract more customers.
5. Booking and Payment Process
A smooth, user-friendly booking process can make a big difference in conversion rates. Analyze how your competitors handle bookings. Do they offer flexible payment options, easy cancellations, or mobile-friendly platforms? If their system is more seamless than yours, it could be costing you sales.
6. Brand Reputation and Trust Signals
Trust is everything in the travel industry. Look at how competitors establish credibility. Are they leveraging customer testimonials, media features, or certifications? If their brand appears more trustworthy, that could be a major factor in their success.
By breaking down these key areas, you can get a clearer picture of where your business stands and what steps you need to take to improve.
Best Tools for Travel Benchmarking
Conducting a competitor analysis manually can be time-consuming, but the right tools can make the process faster and more effective. From tracking competitor pricing to analyzing online visibility, these tools will help you gather valuable insights to improve your travel business.
1. Google Trends – Track Travel Industry Popularity
Google Trends is a free tool that shows how often people search for specific terms over time. This is useful for understanding seasonal trends in travel demand and comparing your competitors’ brand visibility.
Use it to:
- Compare search volume for your business versus competitors.
- Identify peak seasons for your destination.
- Discover trending travel keywords to optimize your content.
For example, if you run a safari tour company, you can check when searches for “best African safaris” spike and align your marketing campaigns accordingly.
2. SEMrush – Analyze Competitor Website Traffic & SEO
SEMrush is a powerful tool for digital marketing analysis. It provides insights into your competitors’ website traffic, top-ranking keywords, backlink profiles, and advertising strategies.
Use it to:
- See which keywords competitors rank for and find gaps in your SEO strategy.
- Analyze their website traffic sources (organic, paid, social, etc.).
- Track their Google Ads campaigns and social media performance.
If a competitor ranks high for “luxury wine tours in Napa Valley,” but you don’t, SEMrush can help you optimize your content and ads to compete.
3. SimilarWeb – Understand Competitor Web Performance
SimilarWeb gives you a broader look at your competitors’ online presence. It provides estimates of their total website traffic, engagement rates, and referral sources.
Use it to:
- Compare your website’s performance with competitors.
- Identify which platforms drive the most traffic to their site (Google, Facebook, Instagram, etc.).
- Find potential partnerships by analyzing their referral sources.
If a competitor gets a high percentage of traffic from Instagram, this signals that social media advertising could be a valuable investment for your business.
4. TripAdvisor & Google Reviews – Analyze Customer Sentiment
Online reviews are a goldmine of customer insights. By analyzing competitor reviews on platforms like TripAdvisor and Google Reviews, you can uncover patterns in customer satisfaction and complaints.
Use them to:
- Identify what customers love about your competitors.
- Pinpoint common pain points (e.g., bad customer service, misleading descriptions).
- Adjust your services based on customer feedback.
For example, if travelers frequently complain about slow response times from a competitor, you can gain an advantage by ensuring your customer service is fast and responsive.
5. SpyFu – Track Competitor Google Ads
SpyFu specializes in PPC (pay-per-click) competitor research. It lets you see which keywords competitors bid on in Google Ads, how much they spend, and what their ad copy looks like.
Use it to:
- Discover high-performing keywords in paid advertising.
- Improve your Google Ads by studying successful competitor campaigns.
- Avoid wasting money on ineffective keywords.
If a competitor is consistently running ads for “private city tours in Paris,” this suggests the keyword is converting well. You can then decide whether to compete or find a niche they aren’t targeting.
6. Phocuswright – Access In-Depth Travel Industry Reports
For in-depth travel market analysis, Phocuswright provides reports on global and regional travel trends. While it’s a paid resource, it offers valuable data that can help you understand industry shifts and emerging opportunities.
Use it to:
- Identify key travel trends before they become mainstream.
- Access detailed insights on traveler behavior.
- Benchmark your business against industry standards.
If data shows that eco-tourism is growing in your region, you might consider adding more sustainable travel experiences to your offerings.
7. Brand24 – Monitor Competitor Mentions Online
Brand24 is a social listening tool that tracks mentions of your competitors across social media, news articles, and blogs. It helps you see what people are saying about them in real time.
Use it to:
- Identify customer sentiment toward competitors.
- Track media coverage of competing travel businesses.
- Find influencer collaborations your competitors are using.
If a competitor is getting media coverage for a unique tour experience, you might consider developing a similar offering and pitching it to travel journalists.
8. Booking Platforms (Viator, GetYourGuide, Expedia) – See Market Trends
Major travel booking platforms like Viator, GetYourGuide, and Expedia can provide insights into competitor pricing, tour availability, and customer demand.
Use them to:
- Compare your pricing against competitors.
- See which tours are in high demand based on availability.
- Identify new tour ideas based on trending activities.
For example, if GetYourGuide shows a surge in bookings for night-time city tours, this might signal an opportunity to create a similar experience in your area.
Turning Insights into Action
Collecting competitor data is just the first step. To stay ahead, you need to apply these insights strategically. Here’s how:
- Adjust Your Pricing Strategy: If competitors charge more but attract customers, consider adding value to justify higher prices, like private tours or VIP access. If they offer lower prices and win bookings, introduce bundles, discounts, or flexible payment options to stay competitive.
- Improve Marketing and Visibility: If competitors rank higher on Google, optimize your website with better SEO and high-ranking keywords. Study their social media, email campaigns, and paid ads to refine your own marketing approach. Strong visuals, influencer partnerships, and engaging content can boost visibility.
- Enhance Customer Experience: Analyze competitor reviews. If they get consistent praise for excellent service, improve response times and personalize customer interactions. If travelers complain about poor communication, set yourself apart with fast, clear, and friendly service.
- Upgrade Your Website and Booking Process: If competitors offer an easier booking experience, streamline yours with instant confirmations, mobile-friendly design, and multiple payment options. A smooth process increases conversions.
- Define Unique Selling Points (USPs): Differentiate your business by offering exclusive experiences, personalized services, or eco-friendly travel options. If competitors focus on affordability, position yourself as a premium provider with unmatched service.
- Leverage Customer Reviews: Encourage happy customers to leave reviews. Showcase testimonials, user-generated photos, and success stories on your website and social media to build trust and attract new travelers.
- Monitor Competitors Regularly: Stay updated on competitor moves by tracking reviews, pricing changes, and social media strategies. Use tools like Google Alerts and SEMrush to keep an eye on industry trends.
Conclusion
Competitor benchmarking is the key to staying ahead in the travel industry. By analyzing pricing, marketing strategies, customer experience, and booking processes, you can identify opportunities to improve and stand out.
Success isn’t about copying competitors—it’s about learning from them and applying insights to refine your pricing, enhance your services, and strengthen your marketing. Regularly monitoring the competition will help you adapt to market changes, attract more customers, and grow your business.
Now it’s time to put this knowledge into action. Start by evaluating your top competitors, identifying areas for improvement, and making strategic changes to dominate the travel market.
