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Direct booking ROI calculator

Plug in visitors, ADR, length of stay and conversion rates. See annual direct revenue at baseline and projected, plus the gross lift. Use it to sanity check booking-engine swap or paid metasearch investment.

Interactive calculator

Direct booking ROI: what a booking engine swap or Google Hotel Ads campaign would deliver

Enter your traffic, conversion, and revenue inputs. The output shows annual direct revenue today, projected revenue at the modelled improvements, and the gross uplift. Useful before investing in a booking-engine swap or paid metasearch.

Your scenario

Annual direct revenue today

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Bookings: — per month

Projected annual direct revenue

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Bookings: — per month

Annual revenue lift

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Conversion gain: — percentage points

The lift figure is gross direct-revenue improvement, not net of acquisition cost. Subtract booking-engine subscription, content marketing investment, and any ads spend used to drive that traffic. Booking-engine swap payback typically lands at 5-12 months when the engine swap moves conversion from below 2% to above 2.5%.

How the math connects

  • Annual visitors = monthly visitors x 12
  • Annual bookings = visitors x conversion rate
  • Annual direct revenue = bookings x ADR x length of stay

A 1-percentage-point conversion lift on a property doing 6,000 monthly unique visitors at EUR 135 ADR and 2-night stays generates roughly EUR 195,000 additional annual direct revenue. A modern booking engine alone typically lifts conversion by 0.8-1.5 percentage points; Google Hotel Ads on top of a converting engine returns 6-12x ad spend.

How to read the result

The lift is gross direct revenue, not net of acquisition cost. Subtract booking-engine subscription, content marketing investment, and Google Hotel Ads spend if applicable. Booking-engine swap typically pays back in 5-12 months when the new engine moves conversion from under 2% to above 2.5%.

The four levers in order of impact

  • Booking engine quality: the single biggest conversion lever. A legacy engine on a modern website is a leaky bucket. See best booking engines for small hotels.
  • Google Hotel Ads: once conversion is above 2.5%, paid metasearch scales profitably at 6-12x ROAS.
  • Closed-user-group rates: a member rate via login that legally undercuts OTAs without parity violation.
  • Mobile checkout speed: sub-3-second LCP on mid-range Android is the technical floor for conversion above 2.5%.

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