One of the things we get asked more than anything else is: Can we use T-Stats to see how our destination is performing compared with others? Now, the answer is: Yes!
T-Stats’ strength is in its flexibility, so each destination can shape the system to suit what they want to measure. However, when it comes to benchmarking, this is not necessarily an advantage, as you can’t compare oranges with apples!
However, two trackers that are pretty consistent across all destinations using T-Stats are accommodation occupancy and visits to attractions, so we’ve started by providing a feature that allows destinations, by mutual consent, to benchmark these with each other. We expect it to be particularly popular amongst destinations that have a strong affinity, such as the English Heritage Cities group.
The way Benchmarking works is to show monthly growth or decline of accommodation occupancy or visits to attractions. This allows destinations of different sizes to be compared easily without bias, allowing observations in one destination, such as “strong growth” or “unusual decline”, to be tested against other destinations. Essentially it answers the commonly asked question: “It’s happening here…is this happening elsewhere?!”
The Benchmarking feature comes as standard for all destinations using T-Stats.