Where Do Your Bookings Actually Come From?
Booking.com, Airbnb, your website, Google Ads, email campaigns—they all bring guests. But which ones make you money and which ones waste it?
Here's what most hotels don't know:
A booking from Booking.com might cost you 15-18% in commission. A direct booking from your website costs you maybe 3% in credit card fees. But what about the Google Ads you ran to get that direct booking? What about the email campaign?
This dashboard connects all the dots. It shows you the TRUE cost of every booking, from every source, including all the marketing you spent to get it there.
What you'll see
By Channel
By Campaign
Questions this answers
Facebook is returning 7.1x versus Google's 4.2x. Move $500 from Google to Facebook this month.
Booking.com guests spend $168/night average. Direct guests spend $211. The commission gap is bigger than you thought.
Your 'Come Back' email to past guests converts at 12%. Your newsletter converts at 0.3%. Focus on the winner.
Your Expedia bookings have the lowest profit margin after commissions. Shift that inventory to direct.
Real example: Shifting budget based on the numbers
What the dashboard showed: Direct bookings had 35% higher lifetime value than OTA bookings. But 60% of bookings came from OTAs. Meanwhile, Facebook Ads were outperforming Google Ads 2-to-1.
Changes made
- • Cut Google Ads budget by 40%
- • Doubled Facebook Ads budget
- • Added "Book Direct" messaging everywhere
- • Started retargeting OTA visitors
Results after 3 months
- • Direct bookings up from 34% to 47%
- • Marketing ROI up from 4.2x to 6.8x
- • OTA commissions down $4,200/month
- • Total profit up 12%