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Hotel-tech glossary

Conversion Rate

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

Conversion rate is completed bookings divided by a defined visitor or session denominator over the same period. State the denominator and track booking-engine and website steps consistently. There is no universal conversion benchmark for every hotel, traffic source or device mix.

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.