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What is direct booking share and why does it matter?
Direct booking share is the proportion of bookings (or revenue) that comes through your own channels, such as your website, phone or email, divided by total bookings. It matters because direct bookings usually carry lower commission and give you the guest relationship.
Formula in words: direct bookings divided by all bookings, over the same period. Calculate it by count and by revenue.
Commonly misread:
- Treating a higher direct share as good without checking net revenue; a discount offered to win direct bookings can cancel out commission savings.
- Mislabelling repeat guests who found you on a third-party site.
- Source data from the booking engine and property system not matching.
Compare net ADR, cancellation rate and length of stay between direct and third-party bookings to see the full picture.
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