Channel Mix

Definition

The specific case of “mix” applied to distribution channels. Tracks the share of bookings coming from each channel: direct, OTAs (Booking.com, Expedia), GDS, walk-in, corporate direct.

What it tells you

Channel mix reveals your distribution dependency. A 70% OTA mix means most of your bookings come at OTA commission cost (15–25% of revenue per booking). A 40% direct mix is healthier from a margin perspective.

How to track it

PMS and BI tools surface channel mix by default. Track by channel, by segment, by period.

Where it fits

The headline metric for direct-booking strategy. Marketing investment in direct channels is justified by channel-mix improvements.