Glossary / Distribution & channels

Direct Booking

Definition

A direct booking is a reservation made through the hotel’s own channels — direct website, phone, walk-in, hotel CRM — rather than through a third-party OTA, GDS, or wholesaler. No commission, no intermediary.

What it tells you

Direct booking mix is the headline distribution-strategy metric. A 40% direct mix means roughly 40 cents of every booking-revenue euro lands without commission cost — typically 15–25% higher net margin than the OTA equivalent.

How to track it

PMS and BI tools surface direct vs. OTA mix. Marketing tools (Google Hotel Ads, metasearch, brand campaigns) drive direct demand; the conversion rate on direct channels is the marketing scorecard.

Where it fits

The strategic counterweight to OTA dependency. Most independent hotels run an explicit direct-booking strategy: rate parity + value-add (breakfast, upgrade, late checkout) for direct + loyalty programs + brand-side marketing investment.

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