Share, not likes
Your slice of all the engagement your comp set earns. It moves when your content lands, or when a competitor’s does, which makes it honest.
Hotel social media benchmarking: keep pace with your comp set.
Follower counts say little. Tharro tracks posting cadence, engagement and audience growth for you and your competitors, and reports your share of the set’s attention.
Free for 14 days. No credit card. Cancel anytime.
Posting cadence: you vs your set
last 30 daysMTWTFSS
You · 4 posts
Competitor A
Competitor B
Three things your scheduling tool cannot see.
See what works for the set
Which formats and themes earn engagement in your market, before you brief the next shoot, not after it flops.
Cadence that pays
When your competitors post, when their audience responds, and where the quiet slots are that you could own.
What's inside Social Benchmarking
Set leader79.5k
You35.5k
Competitor B21k
Full comp-set coverage
Instagram and Facebook tracked for you and every hotel in your set: audience, growth, cadence, engagement.
You 41.8%A 34.8%B
Share of the set’s engagement · 90 days
Share of voice
Your slice of all the engagement the set earns, the one social number a GM can put in a board pack.
You
Market
Cadence heatmap
Who posts on which days, at what intensity, against when the market actually engages.
You · per post253
Set average117
Engagement per post
Rates and average interactions, so four posts that work hard read differently from fourteen that do not.
Reels outperform statics 3:1 in your set
formatbrief input
The set's best content
Top-performing posts and formats across your competitors, so the next brief starts from what already works.
Competitor A · posting velocity+706/wk
Early-warning on pushes
A competitor's sudden content push shows here weeks before it shows in bookings.
How hotel social benchmarking works
Step 01
Track
Both platforms read for every hotel in your set: posts, cadence, engagement, audience.
Step 02
Compare
Your numbers only ever appear next to the set's, share of voice, cadence against engagement windows, format performance.
Step 03
Flag
Gaps and competitor pushes flagged weekly, in time to change the content calendar rather than regret it.
What is hotel social media benchmarking?
Hotel social media benchmarking is the practice of measuring a hotel's social performance (audience, engagement, posting frequency and share of voice) against its direct competitive set rather than against its own history. It converts social from a content activity into a market position: instead of "did we grow," it answers "did we gain."
What is a good engagement rate for a hotel?
There is no universal number: engagement rates vary by destination, audience size and property type, and any benchmark quoted without context is decoration. The useful standard is local: your engagement per post versus the four or five hotels a guest compares you with. Beating your comp set at 0.4% matters; trailing it at 2% is the real warning.
How often should a hotel post on social media?
Often enough to hold share of voice in your market, which is an empirical question, not a rule of thumb. If your set posts daily and you post weekly, cadence is your gap; if the market leader posts three times a week and wins on quality, more volume won't save you. The data decides.
See your share of the conversation.
Five minutes to set up. One market free for 14 days.
Common questions
What is hotel social media benchmarking?
Hotel social media benchmarking is measuring your social presence against the hotels guests compare you with: posting cadence, engagement, audience growth and share of the set’s total attention, rather than judging your numbers in a vacuum.
Is this a posting or scheduling tool?
No, keep the one you have. Tharro is the benchmark: how your presence performs against the hotels guests compare you with.
What is share of voice here?
Your slice of all the post engagement your comp set earns in a period, likes and comments together.
Can we see what content works for competitors?
Yes, their best performing formats and themes, so the next brief starts from what your market already responds to.
Does social really affect bookings?
It affects the comparison stage. Travellers check the feed after the shortlist; a dead or dated feed loses quietly, and you never see the booking it cost.
Which platforms do you track?
Instagram and Facebook today, for you and every hotel in your competitive set.