Audience Segmentation
Dividing potential guests into groups based on behaviour, demographics, or interests to tailor marketing messages.
Commercial metrics, business KPIs, and revenue-focused marketing terms.
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Strategy & PlanningDividing potential guests into groups based on behaviour, demographics, or interests to tailor marketing messages.
A hotel performance metric showing the average income per paid room occupied in a given time period.
An online reservation system that allows hotels to take direct bookings through their website, usually integrated with PMS or channel managers.
The journey from awareness to reservation. Includes discovery, consideration, booking, and post-stay loyalty stages.
The number of days between when a guest books and their arrival date - valuable for campaign timing and segmentation.
The strategic decision between developing custom solutions or purchasing existing products and services.
Software that synchronises a hotel's room availability and rates across booking platforms (OTAs) and its direct booking engine.
The sequence of interactions a potential guest has before making a booking, from search to post-stay follow-up.
The total revenue a hotel can expect from a guest throughout their entire relationship with the brand.
Reservations made directly via a hotel's owned channels (website, call centre, app) rather than through OTAs or intermediaries.
Adjusting room rates in real time based on demand, seasonality, and competitor pricing.
Marketing approach combining multiple channels (SEO, PPC, email, social) for unified brand visibility.
Automated message sent to guests after departure, often requesting a review or promoting repeat stays.
Core hotel software used to manage reservations, guest profiles, room inventory, housekeeping, billing, and operational workflows. Often integrated with the booking engine and channel manager.
A key hotel KPI calculated by dividing total room revenue by the number of available rooms.
The potential for systems to fail or require significant rework as usage or data volumes grow.
The complete cost of a system over its lifecycle, including development, hosting, maintenance, and opportunity costs.
Dependency on a specific vendor's technology or services that makes switching costly or difficult.
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