Hotel Marketing Glossary

When a visitor starts the booking process but leaves before completing it. Hotels experience 75-85% booking abandonment rates. Exit-intent popups, retargeting emails, and reminder notifications are key tools for recovering abandoned bookings and reducing lost revenue.

A key hotel performance metric calculated by dividing total room revenue by the number of rooms sold. ADR helps hotels understand pricing effectiveness and is often displayed in revenue dashboards alongside occupancy rate and RevPAR.

A promise that the hotel's own website offers the lowest available rate. Hotels display best rate guarantee badges and price comparison notifications to reassure visitors that booking directly is the best deal, reducing the impulse to check OTA prices.

Software that processes direct reservations on a hotel website. Integrating social proof notifications and urgency widgets with the booking engine can increase conversion rates by showing real-time availability and recent bookings.

Software that distributes hotel room inventory and rates across multiple online travel agencies (OTAs) and booking platforms simultaneously. Channel managers work alongside direct booking tools to maintain rate parity and maximize occupancy.

The fee charged by OTAs and intermediaries for each booking they facilitate, typically 15-25% of the room rate. Reducing commission costs is a primary driver for hotel direct booking strategies, social proof notifications, and price comparison widgets.

A hotel staff member or digital service that assists guests with recommendations, reservations, and local experiences. Digital concierge tools powered by AI chatbots can answer guest questions 24/7, reducing front desk workload and improving guest satisfaction.

Recommending complementary products or services during the booking process. Hotels cross-sell airport transfers, restaurant reservations, spa treatments, and local experiences through targeted notifications shown at checkout or in confirmation emails.

The total revenue a hotel can expect from a single guest over their entire relationship. Increasing CLV involves turning OTA guests into direct bookers through email capture, loyalty programs, and personalized post-stay marketing.

A reservation made directly on the hotel website without going through an OTA like Booking.com or Expedia. Direct bookings save hotels 15-25% in commission fees. Social proof notifications, price comparison widgets, and urgency popups help increase direct booking rates.

Any platform where guests can discover and book your hotel. Traditional channels include your website, OTAs like Booking.com and Expedia, GDS for travel agents, and metasearch engines like Google Hotels and Trivago. AI platforms such as ChatGPT, Claude, and Perplexity are emerging as new distribution channels that can send travelers directly to your booking engine.

A revenue management strategy where room rates change based on demand, seasonality, competitor pricing, and other factors. Hotels can use price comparison notifications to highlight when their direct rates are lower than OTA prices, encouraging direct bookings.