Regret

Definition

A booking the guest declines — availability existed and a rate was quoted, but the shopper walked away, most often over price. The mirror image of a denial, where the hotel is the one saying no.

What it tells you

Regrets are a direct price-sensitivity signal. A cluster of regrets at a quoted €180 shows where demand resists; few regrets on a briskly filling date suggest room to price higher. That makes regret data raw material for elasticity thinking.

How to track it

Reservation teams log quoted-but-not-booked requests together with the quoted rate; online, sessions that saw availability but didn’t convert serve as a proxy. An honest sample beats no measurement.

Where it fits

With denials, the second component that lifts actual sales up to unconstrained demand — and the more price-informative of the pair.