Article - Hotel Benchmarking: How to Identify and Act on Opportunities to Grow Your Direct Reservations - By Fiona Gillen - Traditional hotel benchmarking generally focuses on comparing rates and occupancy, without shedding light on how the results came to be. Today, however, hotels can access new benchmarking technology that takes a fresh approach, providing real-time insights to help you break down the entire booking funnel and compare your hotel's direct booking performance to the competition.