Hotel-tech glossary

Channel Mix

The percentage of bookings each distribution channel produces.

Channel mix is the distribution of bookings across OTAs, direct, GDS, wholesale, and walk-in channels. A balanced independent mix typically targets 50-60% direct (own website plus repeat phone) and 40-50% OTAs in a leisure market. Channel mix is the single most tracked distribution KPI and the foundation for OTA-shift programs.

Related terms

OTA

Online Travel Agency. Booking.com, Expedia, Airbnb, Hotels.com, etc.

Direct Booking

A reservation made directly with the hotel rather than through an OTA.

Channel Manager

Software that syncs rates and inventory across multiple OTAs from one place.

Part of the hotel-tech glossary. Maintained by Maciej Dudziak, founder of Guestivo.