Independent hoteliers rarely have anything to benchmark against. This annual report is designed to aggregate anonymized performance data from boutique and independent properties so owners and GMs can see where they stand.
What the Report Measures
Direct versus OTA booking ratio, organic search traffic trend, share of bookings from Google and metasearch, average OTA commission rate, and cost per acquisition by channel.
Methodology
Participating properties share monthly figures from their booking engine, analytics and channel manager. Data is anonymized and aggregated by property size and region. No individual property is identified, and we only publish a figure when enough properties contribute to protect anonymity.
Current Status
The first edition is collecting participants now. We are not publishing figures until the sample is large enough to be meaningful.
Who It Is For
Owners, GMs and directors of sales deciding how much to invest in direct channels, plus hospitality publications and technology partners looking for independent-hotel data to reference.
How to Take Part
Request a free hotel marketing audit and mention the benchmark report. Participants receive an early copy and a comparison of their own numbers against the aggregate. Media and partners can reach us through the contact page.
Next Step
Explore our free hotel marketing audit and contact us and real cost of OTA commissions.
Want to see how your property ranks against local competitors?
Request your free hotel audit. We review your search visibility, website conversion, OTA dependence and reviews, and send a personalized report within 24 business hours.
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