We have prepared this article to explain more clearly how to read a “Direct Booking Suite Report” which is sent periodically by your Direct Booking Representetive (DBR).

DBR works constantly to convert curious website visitors into satisfied hotel guests. The funnel leading from curious website visitor to satisfied hotel guest is vital for the success of your direct bookings. 

Direct bookings means less commission cost and more revenue. We have prepared “Direct Booking Suite Performance Report” for you to see how your direct bookings from your hotel websites are performing.

These results also help our DBR to make necessary updates on a regular basis for your websites to increase your direct sales. 

We have prepared a quick guide for you to understand which KPI’s we are using to measure your website sales performance.
 

1. YOUR OVERALL ONLINE SALES PERFORMANCE


  • Online Travel Agency (OTA) Sales as Room Night: Total sold room nights via B2C OTA’s like Booking.com, Expedia etc.


  • Website Sales as Room Night: Total sold room nights via your hotel website. 


  • OTA(B2C) to BE Conversion: is the number of room nights received via website divided by the total number of  room nights received via OTA’s. For example, if you have 40 room nights from your hotel websites and 100 room night from OTA’s, the conversion rate would be 40 divided by 100, or 40%.


2. WEBSITE SALES PERFORMANCE INDICATORS


  • Total Website Visitors: shows that how many people visited your website. 


  • Bounce Rate: It represents the percentage of visitors who enter the site and then leave ("bounce") rather than continuing to view other pages within the same site.

 

3. BOOKING ENGINE (BE) PERFORMANCE INDICATORS
 

  • BE Request (visitor): Number of website visitors who clicked the “book now” button. 

 

  • Web to BE Conversion: it is the number of booking engine requests divided by the total number of website visitors. For example, if your website receives 100 visitors in a month and your booking engine has 50 request (those who clicked the “book now” button during website visit), the conversion rate would be 50 divided by 100, or 50%.


  • BE Total Reservation: the total number of reservations booked via your hotel website.

 

  • BE Conversion Rate: it is the number of conversions (reservations) divided by the total number of booking engine visitors. For example, if your booking engine receives 100 visitors in a month and has 5 reservations, the conversion rate would be 5 divided by 100, or 5%.


  • ALOS: Average Length of Stay.


  • BE Revenue: Total Website Revenue.

 

4. GEOGRAPHICAL DATA

 

  • Top 3 Country Visited: shows top 3 countries that have visited your website


  • Top 3 Country Booked: shows top 3 countries that have booked via your website. 


Attached you may find the explanatory infographic that you may find easy to read.