Introduction to the Brand Dashboard
The Brand Dashboard is your central hub for viewing and analyzing performance across your hotel portfolio. Designed exclusively for brand and corporate users, it consolidates assessment results and emotional intelligence (EI) trends into one clear, visual interface.
Accessing the Brand Dashboard
- Log into the LQA website
- Click on Brand from the navigation header
- Select Dashboard
Brand Dashboard Header Banner
The Header Banner provides a clear snapshot of your brand’s overall performance, allowing you to quickly identify progress, trends, and focus areas.
What you’ll see:
Average Scores
Displays your average LQA Benchmark Standards score and average EI Guest Connection Rating, offering a balanced view of both technical and emotional performance.The brand score is calculated using the most recent overall benchmark scores from each hotel within your brand. This means it is not limited to a specific calendar year, and the brand score will automatically update each time a new hotel assessment is completed.
Performance Change Indicator
Highlights how your latest results compare with the previous assessment. A green arrow indicates improvement, while a red arrow shows a decline.Score Circles
Each circle represents a score out of 100%. The reach of the colored circle reflects your score, while the color itself shows how your brand compares to others:Green – More than 2 percent above your competitor set average.
Yellow – Within ±2 percent of your competitor set average.
Red – More than 2 percent below your competitor set average.
Blue/Grey – No competitor data available
Rank and Comparisons
Once you click on 'What's my rank?', this will display your brand’s Benchmarking ranking and your EI Guest Connection ranking against your competitors.Custom Metrics
If your brand tracks additional indicators, additional dials may display alongside your LQA results.Quick Navigation
Select the View Assessment Summary link to explore detailed results and supporting insights.Filter Controls
If you have access to multiple brands, you can use the dropdown filter to switch between these.
.
LQA Benchmark Scores
The Benchmark Scores section provides a visual comparison of your brand’s performance against its competitive set. Results are broken down by category (e.g. Front of House, Housekeeping, etc.) to help identify areas of strength and opportunity. This section highlights where your brand excels, where it aligns with competitor averages, and where there is room for improvement.
What you’ll see:
Benchmark Overview
Within each category, you can view your ranking, which indicates where your property stands within the competitive set.
Your score is shown in the coloured box above the range line, while below the line you’ll find the lowest, highest, and average scores for your comp set.Colour indicators provide a quick visual reference of performance:
- Green – Above the average range
- Yellow – Within ±2% of the average
- Red – Below the average range
Performance Highlights
Key callouts at the top of the section summarize which departments performed best and which may need focus. For instance, Product ranked highest across all departments, while Front of House ranked lowest.- Further Exploration
A link to the Brand Benchmarking page allows you to explore more detailed comparisons, drill down into departmental results (Check In, Breakfast etc), and filter by region, country and view by either category or performance classifications.
EI Guest Connection Journey
This chart illustrates how guests experience emotional connection throughout their stay, based on the EI Guest Connection ratings assigned to each interaction. Presented in chronological order, it offers meaningful insight into how effectively your team builds rapport and engagement with guests from start to finish.
The Y-axis represents the guest journey, beginning with reservations and arrival and concluding with check-out and departure.
The X-axis displays the Likert scale, where 1 indicates low emotional engagement, and 5 represents a strong sense of connection.
What you’ll see:
Guest Experience Timeline
Illustrates each stage of the typical guest journey—from pre-arrival to post-departure—showing how emotional connection levels fluctuate across touchpoints. Hovering over any point will show the Brand wide departmental EI Guest Connection score.Brand EI Guest Connection Score
Displays your brand’s average EI score, reflecting how effectively teams are connecting with guests on an emotional level throughout their stay.Detailed Insights
Select the View Assessment Summary link to access the Brand Assessment Summary page for deeper analysis of where emotional engagement is strongest and where there may be opportunities to enhance guest connection.
This section enables leaders to visualise guest emotion as a journey rather than a single data point, making it easier to identify which moments most influence guest satisfaction, loyalty, and overall brand perception.
Benchmarking by Performance Classification
The Benchmarking by Performance Classification section shows how your brand performs across key hospitality categories compared with up to ten competitors. This view highlights your brand’s relative strengths and areas where additional focus may drive improvement.
What you’ll see:
Benchmark Overview
Provides your brand’s ranking and average score across multiple performance classifications, allowing you to compare how your service delivery measures up to others in your competitive set.Performance Categories
Each category includes your brand rank (e.g., 3rd of 11) and your average score compared with competitor averages. The categories include:Service – Evaluates the key service criteria associated with luxury expectorations.
Efficiency – Evaluates timeliness, accuracy, and overall smoothness of service delivery.
Emotional Intelligence (EI) Behavioural Standards – Reflects how well teams demonstrate empathy, awareness, and connection with guests.
Cleanliness – Rates standards of hygiene and presentation across guest and service areas.
Product – Assesses the quality, condition, and functionality of physical facilities, amenities, and furnishings.
Sales Opportunity – Measures the ability to identify and maximise guest-centric upselling and service opportunities.
Food Quality – Evaluates presentation, taste, and consistency of food and beverage offerings.
Sustainability – Reviews how effectively environmentally responsible practices are implemented.
Comparative Insights
Each score is colour-coded to show whether your brand performs above, within, or below the competitor average. This allows you to identify your strongest performance areas and pinpoint where targeted development could deliver the most impact.Explore Further
Select the Find out more in Benchmarking link to open the Brand Benchmarking page, where you can explore detailed reports, filter by both category and performance classification and review historical performance trends.
This section provides a comprehensive look at your brand’s standing across the most critical areas of hospitality performance—helping leadership teams prioritise improvement strategies and celebrate operational excellence.
Improvement Opportunities
The Improvement Opportunities section highlights the standards most frequently missed across your brand and shows how addressing them could improve your overall performance. This feature provides a practical way to visualise the potential impact of targeted operational or training enhancements.
What you’ll see:
Top Missed Standards
Displays the standards most often marked as “Not Met” across all assessments. These represent the areas that have the greatest influence on your brand’s overall score.Performance Ratio
Shows how often each standard was met compared with how many times it was scored, helping you identify where consistency can be strengthened.Current Average Brand Score
Presents your brand’s current overall score before any simulations are applied.Simulate Perfect Score
Each missed standard includes a “Simulate Perfect Score” button. Selecting this option recalculates your results as if that standard were met every time. The average brand score automatically updates to reflect the new total, allowing you to see the potential improvement if that area achieved full compliance.Explore Further
Use the View Brand Missed Standards link to open the detailed report for deeper insight into each missed standard.
This section helps leaders focus improvement efforts where they will make the most measurable difference—demonstrating how small, specific changes can create a significant positive impact on brand performance.
Trending Scores
The Trending Scores section provides a clear visual overview of how your brand’s performance has evolved over recent assessment cycles. It allows you to track progress, identify patterns, and see how your brand is performing over time.
What you’ll see:
Performance Trend Graph
Displays your brand’s average assessment scores over the most recent rounds of evaluations (the number shown depends on your brand’s contract agreement). This helps you identify whether overall performance is improving, stable, or declining over time.
Department by Performance
What you’ll see:
Department Comparison Table
Shows the average score for the 5 highest performing and 5 lowest performing categories when compared to your competitive set average. This makes it easy to pinpoint where your brand is outperforming others and where additional focus may be required.Benchmarking Access
A quick link to the Brand Benchmarking page allows you to explore department-level performance in more detail and view comparative insights across your portfolio.Detailed Report Access
A link to the Brand Trends report provides an expanded view of your historical data, including deeper performance breakdowns by department and time period.
By monitoring trends over time, you can better understand how strategic actions, training initiatives, or operational changes are influencing results—and ensure your brand continues to move in the right direction.