What Coldplay and BookMyShow teach Hotels about competition Readiness

In early 2024, BookMyShow had a challenge.

For years, they were the biggest ticketing platform in India. 

But now, new-age players like Insider were gaining serious ground. With a fresher interface, deeper youth connect, and founder backing from Zerodha, Insider was slowly becoming the platform of choice, especially for indie gigs and newer experiences.

BookMyShow could have responded like most legacy companies. They could have invested in a UI update. Offered discounts. Pushed app installs.

But they did something very few companies have the foresight to do.

They went bigger. 

They went earlier. 

They went emotional.

They brought Coldplay to India.

Not as a ticketing partner. 

Not as a sponsor. 

They organised the entire event through their vertical, BookMyShow Live.

They chose to control the artist, the venue, the experience, the narrative and even the tax impact. They took the risk, spent big, and built a concert that wasn’t just a sell-out but it was a national economic event. Ahmedabad earned over three hundred ninety crore in local revenue. Over two lakh twenty thousand tickets sold out instantly. Fans travelled across states. Hotels filled up. Merch flew off shelves.

But most importantly, BookMyShow made itself indispensable again.

While other platforms were fighting over ticket listings, BookMyShow became the event. They did not wait to be disrupted. They created something no one else could.

The Mistake Most Hotels Make

Most hotels respond to competition only after they feel the impact. 

After a new hotel is listed on OTAs. 

After reviews start comparing both properties. 

After guests try out the new one "just to see what it's like".

By that point, you're already on the back foot.

Like BookMyShow, you need to prepare quietly and early. Not react when it’s loud and late.

How to Know When Competition Is Entering Your Market

Smart revenue and commercial teams track three main sources regularly to spot new hotel activity before it becomes visible on public platforms.

Here is what to monitor.

One. OTA and channel visibility

Check OTA listings weekly to identify new names or test listings in your area Review your comp set in the rate shopper and channel manager for unfamiliar entries Ask your OTA market manager if any new supply is being onboarded in your location

Two. Local intelligence and sales buzz

Walk or drive around your area monthly and check for signage or brand hoardings Monitor job sites like LinkedIn and Naukri for GM, sales, or pre-opening roles posted in your area Ask travel agents, DMCs, or B2B partners if they’ve been approached by a pre-opening sales team Watch construction progress of nearby buildings and note branding or franchise signage

Three. Industry press and development reports

Subscribe to Hotelier India, ET Hospitality, HVS pipeline reports, and Brand Equity Set Google alerts for terms like "new hotel opening in [city]" or "[brand name] hotel in [location]" Check tourism board or RERA websites for approved hospitality projects

Creating a simple monthly tracker with hotel name, location, estimated launch month, and sources of intel will help you plan visibility and pricing moves well in advance.

What to Do Once You Know a Competitor Is Entering Your Market

Not every new hotel needs a strong reaction. But every new hotel deserves a plan.

Here are a 7 ideas you can build on, based on the threat level you observe.

1. Lock in your regular guests or top corporates with fixed rates or early renewal perks 
2. Update your OTA listing headline and first few images to highlight your strength 
3. Create one visible package or stay experience that reinforces your brand and positioning 
4. Use OTA boosts, social media content, or emailers during the competitor’s launch window 
5. Partner with a known local expert, café, or brand to offer something distinct 
6. Track their rates daily for the first few weeks, but do not panic or drop yours without a reason 
7. Give returning guests a hidden thank-you — early check-in, in-room setup, or a surprise treat

The point is not to do everything. It is to be ready to do the right things at the right time.

BookMyShow did not act out of fear. It acted out of foresight. It did not lower its value to respond. It created something so powerful that no response was needed.

As a hotel, your job is not to copy the noise. It is to quietly prepare the moment you sense change.

Competition is not always a threat. But readiness is always a strength.