Week after week, the STR report drops, and the first question in every revenue meeting is the same:
“How did we do against the comp set?”

That focus quickly becomes the center of strategy—sometimes at the expense of what truly drives long-term success: delivering standout guest experiences and building digital visibility. The obsession with outperforming a few predefined properties can cause you to miss the real threats—and the real opportunities—right in front of you.

The Problem: You’re Only Seeing Half the Field

Ask many hotel leaders about their competitive positioning, and they’ll point to features and services they offer that the comp set doesn’t. They’ll speak in terms of RevPAR index, brand segmentation, and STR rankings. But when you bring up digital strategy, the conversation often shifts back to the same group of competitors.

Here’s the issue: Travelers don’t plan their trips based on your STR comp set.

They begin with broad search queries on Google, Expedia, or TripAdvisor—“Hotels near downtown,” “best pet-friendly hotels in [city],” “family-friendly hotels near [landmark].” These platforms deliver dozens, sometimes hundreds, of hotel listings.

That’s their first introduction to your market.

They don’t care if the hotel across the street is in your comp set. They care who shows up first.
Who has the best reviews?
Who looks like the best value?
Who seems like the easiest, safest, smartest choice?

If your hotel isn’t ranking well, isn’t visible, or doesn’t make a strong first impression online, you may not even get a chance to compete—regardless of your service level or amenities.

The Missed Threat: Your “Non-Comp Set” Competitors

That select-service hotel you’ve written off because “they’re not our audience”? They might be:

• Outranking you on Google.

• More prominent on Booking.com.

• Two or three spots above you on TripAdvisor.

• Winning over travelers with more (and more recent) reviews.

They’re not just a neighbor. They’re your digital competition.

Guests don’t see star ratings the way hoteliers do. If a 3-star property looks polished, has thousands of glowing reviews, and is easy to book—they’ll beat your 4-star property every time if you aren’t visible and compelling online.

The Shift: From STR-Only to a Full-Funnel Competitive View

It’s time to rethink what “comp set” really means.

Yes, your STR-defined comp set is valuable for benchmarking performance and pricing strategy. But to grow share in today’s marketplace, you also need to understand your digital comp set—those hotels consistently appearing above you in online searches.

Here’s how to get started:

• Map your digital competition. Work with a digital marketing expert to identify which hotels rank for your key search terms across Google, OTAs, and review sites.

• Audit your visibility. Look at where and how you show up in search results. If you’re buried on page two or three, you’re invisible to most travelers.

• Invest in reputation marketing. Proactively gather recent, positive reviews. Review volume, score, and recency all play a major role in search rankings and consumer trust.

• Upgrade your online presence. Make sure your website, listings, and photos clearly communicate your value and guest experience. First impressions happen online.

Final Takeaway: Embrace a Holistic, Modern Approach to Reputation Marketing

Outpacing the STR comp set should no longer be the sole focus. Your real competition is anyone who’s earning your prospective guest’s attention—and conversion—online.

Success today demands more than just great service and strong RevPAR. It requires a holistic, modern approach to reputation marketing and hospitality digital marketing—one that integrates SEO, review management, and digital visibility with traditional revenue strategy.

Ready to broaden your perspective and take control of your digital performance? Contact KeyBuzz Digital for a free consultation and discover how a smarter, modern strategy can help you grow your share in all the right ways.