Comparators Tab
Where to find it: Project Detail Page > Comparators tab
The Comparators tab is where you build a competitive reference set for a project. This is central to Cooper House’s hospitality branding research — assembling the hotels and venues that define the competitive landscape for a client’s property.
Adding Comparators
- Click the Add Comparator button
- Switch between Hotels and Venues tabs to search the intel database
- Select a property or venue to add it to the project’s comparator set
Comparator Tiers
Each comparator gets a tier badge that you can cycle through by clicking:
| Tier | Meaning |
|---|---|
| Primary | Direct competitors in the same market |
| Secondary | Relevant but not direct competitors |
| Aspirational | Best-in-class benchmarks the client aspires to |
Common Threads
Common threads are the recurring themes Erin identifies across the competitive landscape (e.g., “Historic & Traditional”, “Experiential & Contemporary”). You can:
- Define common threads for the project in the Comp Analysis configuration
- Assign each comparator to a common thread
Comp Analysis Configuration
Expand the configuration panel to set project-level analysis context:
- Market Narrative — The story of this competitive landscape
- Whitespace Statement — Where the opportunity lies
- Demand Drivers — What’s driving the market
- Positioning Axes — Labels for the X and Y axes of the positioning map
- Common Thread Definitions — Descriptions for each thematic grouping
Positioning Map
Each comparator can be placed on a 2D positioning map using X and Y coordinates. This creates a visual scatter plot showing how properties position themselves relative to each other along the axes you’ve defined.