Hotel-tech glossary

Conversion Rate

The share of website or booking-engine visitors who complete a reservation.

Conversion rate in a hospitality context usually refers to direct-website booking conversion: total bookings divided by unique site visitors over a period. Independent boutique hotels commonly see 1-3% conversion on direct traffic, with the booking engine quality, page speed, and pricing competitiveness as the main levers. A poor booking engine can lose 30-40% of would-be conversions to OTAs.

Related terms

Booking Engine

The reservation widget on a hotel's direct website that converts visitors to bookings.

Direct Booking

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

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