Despite the importance of competitive set, the lodging industry does not have a market convention on how to select the competitive sets. This study aims to assess hotels’ competitive sets from customers’ views. And the main objectives were threefold: 1) compare competitive set identified by hotels with those selected by customers and find out the attributes associating with the dissimilarity and similarity; 2) discover how customers identify the hotel competitors; 3) analyze hotels and customers competitive sets selections. By analyzing the data from Smith Travel Research (STR) and TripAdvisor, we find a low match between hotels’ and customers’ views of competitive sets selection and they have different opinions on attributes (price, size, class, distance, rank and score) in the selection process. Additionally, in forming consideration sets and choice sets, customers perceive those attributes differently. Finally, hotels’ and customers’ competitive sets selection are more complex than just using those six attributes.