Direct Booking Rate
Percentage of reservations made directly vs. through third-party OTAs
What is Direct Booking Rate?
Direct booking rate is the percentage of hotel bookings made directly with the hotel rather than through third-party sites. It shows how much business the hotel wins without paying commission.
Direct bookings are more profitable and give the hotel a direct relationship with guests.
How this KPI is measured
- Function
- Sales
- Sub-function
- Channel Mix
- Industry
- Hospitality & Hotels
- Type
- Lagging
- Impact
- Financial control
- Unit
- %
- Measurement frequency
- Monthly
- Formula
- (Direct bookings / Total bookings) × 100
How to calculate it
Divide direct bookings by total bookings, and multiply by 100.
For example, if a hotel received 4,000 bookings in a month and 1,400 were direct, the rate is 35%.
Count all direct channels, such as the website, phone and walk-ins, and compare with the share from online travel agents.
Where it is used
Improving profitability
Reduce commission costs.
Guiding marketing
Invest in channels that drive direct booking.
Building guest relationships
Own guest data for repeat marketing.
How to improve it
Tips and common mistakes
- Watch total occupancy, not only the direct share.
- Third-party sites still bring new guests. Balance the mix.
- Check rate parity agreements before offering direct discounts.
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