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

Oct 19, 2023

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.

Get the full story at Mirai

Related must-reads


Get our Daily Brief in your inbox

Consumers are changing the face of hospitality - from online shopping to personalized guest journeys and digitalized guest experiences ...
we've got you covered.

By submitting this form, you agree to receive email communication from and its partners.