Field guide · Distribution
Direct bookings against the OTAs: the metrics that matter
Ellis Tanaka
Head of Marketing · 29 Mar 2026 · 6 min read
Most hotel marketing dashboards lead with "direct share". It is the wrong headline. A 40% direct share with a 7% conversion rate and a 22% cancellation rate is worse than a 25% direct share with 11% conversion and 8% cancellation. The four metrics below are the ones that actually move the economics.
The four metrics
- Direct net booking value per session (revenue × conversion × stick rate).
- Cancellation rate by channel and by lead time.
- Repeat-direct rate (next-stay direct, regardless of source for the first stay).
- Cost per acquired direct stay (paid + organic + tooling, divided by stays).
Lead times tell you what to do
Long-lead direct bookings cancel more. Short-lead direct bookings stick. Adjust your paid spend toward the short-lead window; adjust your direct rate restrictions to protect against the long-lead cancellation tail.
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