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Free calculator · Industry funnels

Resort and hotel calculator: what does a direct booking cost?

Every booking from an online travel site costs you a commission. Put in your own numbers and see what a direct booking costs to win from ads and your own channels, what it adds to occupancy and RevPAR, and what moving some bookings direct would save.

Example numbers - replace with yours

Your result

Your funnel this month

Stage definitions

Count every stage the same way each month, so the numbers mean the same thing to everyone.

Enquiry
A call, WhatsApp message or form asking about dates or rates.
MQL (marketing-qualified)
An enquiry where dates, guest count and budget fit what you offer, and the guest replies.
SQL (sales-qualified)
A quote sent for specific dates after a call or chat confirms they want to book.
Booking
Confirmed with an advance or deposit paid.
Stay
Completed, after cancellations and no-shows.

What would change it

The same numbers with one thing improved, worked out live.

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    How this is calculated
    1. Enquiries = ad spend ÷ cost per enquiry (or ad clicks × click to enquiry rate) + direct enquiries from other channels. Spend = ads + other channels.
    2. MQLs = enquiries × % MQL. SQLs (quotes sent) = MQLs × % quoted. Bookings = quotes sent × % that book. Stays = bookings × % that complete.
    3. Room nights sold = stays × nights per booking × rooms per booking. Room revenue = room nights × average room rate per night (ADR).
    4. Revenue = room revenue + stays × F&B, spa and activities spend. ROAS = revenue ÷ spend.
    5. Gross profit = room revenue − room nights × cost per occupied room night + F&B, spa and activities revenue × its margin. Profit = gross profit − spend.
    6. Cost per enquiry, MQL, SQL, booking or stay = spend ÷ that count. Most you can pay per stay = gross profit ÷ stays.
    7. Occupancy added = room nights sold ÷ (rooms × days in the month). RevPAR added = room revenue ÷ the same available room nights (no answer with none available).
    8. Break-even ROAS = revenue ÷ gross profit (not reachable when that is 0 or less). Payback = spend ÷ gross profit, in months of this gross profit (0 with no spend; never with no gross profit).
    9. Room value of one booking = average room rate per night (ADR) × nights × rooms. Commission saved per direct booking = that × commission %. Saved a year = online travel sites bookings a month × your share × that × 12, before the cost of winning them direct.
    10. 12-month value of one guest = average bill per stay × (1 + % who book again). Repeat stays are counted as direct, with no commission.

    Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.

    Questions

    About this calculator

    An MQL is an enquiry where the dates, guest count and budget fit what you offer, and the guest replies. An SQL is a quote sent for specific dates after a call or chat confirms they want to book. Counting them this way shows whether you are losing guests before the quote or after it.

    Average room rate × nights × rooms per booking × the commission % you pay online travel sites. The calculator also shows that saving minus what a direct stay costs you in marketing, so you can see whether going direct is cheaper at your numbers.

    They are what these direct stays add, not your whole property's figures. Occupancy added = room nights sold ÷ (rooms × days in the month). RevPAR added = room revenue from these stays ÷ the same available room nights.

    Pick the banquet chip. A "room night" becomes one hall for one event day, the rate becomes the hall and catering bill per event, and add-ons become decor, extra catering and guest rooms.

    No. They are starting values only, so the page is not empty. Replace them with your own from your booking register, ads account and payout statements.
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