Benchmarking is the process of comparing your attraction’s performance metrics against industry standards, competitors, or internal goals. For tour and attraction operators, benchmarking highlights strengths, weaknesses, and opportunities for improvement across revenue, operations, and guest experience.

In an all-in-one booking platform, benchmarking can include:

• Comparing booking conversion rates or average order value against industry averages.

• Tracking staff utilization and resource allocation relative to operational benchmarks.

• Measuring guest satisfaction scores or review ratings against competitors.

• Evaluating OTA or affiliate channel performance compared to direct sales.

• Monitoring breakage rates, no-shows, or attrition against typical industry ranges.

Benchmarking helps operators understand not just how they are performing, but how that performance stacks up, providing a roadmap for more competitive pricing, improved operations, and stronger guest experiences.