Direct bookings can improve control over the guest relationship, but each acquisition route has a cost. Review the full mix rather than treating every direct booking as free.
A practical approach
- Include advertising, payment and sales labour costs.
- Compare net results by source.
- Keep channels that bring suitable demand profitably.
An example to consider
A paid campaign producing direct bookings may cost more per reservation than a channel commission. The booking label alone does not reveal its economics.
What to track
Report acquisition cost and contribution by booking source.
Part of the Marbella Hospitality practical-note collection. About this collection.