Measuring the performance of your hotel's direct channel
Understanding whether your direct channel is performing poor, average or stellar is not as easy as you may think
There is actually a gap between perception and reality, with many hotels thinking they are doing great, when they are not, and vice versa. This misjudgment is potentially a major problem as it leads hotels to make wrong decisions, making the problem even bigger, hotel marketing agency Mirai says.
Key takeaways
- In hotels with such strong segments/channels, we need an additional KPI to measure the direct channel’s performance. We need a way to measure it relative only to inventory it has a real chance to sell;
- By excluding the rooms that your direct channel has no or very little chance of selling, we get a much more precise number that will tell us whether we are doing good or bad with our direct channel.
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