How we count
The bill above is built from gaps like this one.
Below, one property's bookings counted by source over twenty days. The cheapest cost €26 to win. The dearest cost €66. Same rooms, same twenty days, and a spread of forty euro a booking sitting inside it. Nobody totals that up booking by booking, so nobody sees it until something does it for them, and across a year's bookings a gap that size is where a figure like the one above comes from.
What a booking cost, by source.
Most hotels know what they spent last month. Rather fewer can say what it bought them, because the spending happens in one set of accounts and the bookings arrive in another.
We join the two, so you can answer the question: what did a booking from this source actually cost?
| Source | Bookings | Cost / booking | After cancellation |
|---|---|---|---|
| Google Ads | 118 | €28 | €33 |
| Microsoft Ads | 28 | €22 | €26 |
| 22 | €38 | €44 | |
| Booking.com | 162 | €54 | €66 |
| Expedia | 36 | €48 | €55 |
| Other OTA | 35 | €45 | €52 |
| Hotelbeds | 14 | €60 | €68 |
| Corporate | 64 | €0 | €0 |
| Unmatched | 82 | €0 | €0 |
| WebBeds | 9 | — | — |
| Direct | 40 | — | — |
| Total | 610 | — | — |
Illustrative figures on a €300 average booking, using published OTA commission rates. Your own numbers will differ. WebBeds has no rate configured, so it is unpriced rather than costed at zero, and stays out of the total. Direct is unpriced for a different reason: what your booking engine and card processor charge on a direct booking isn't counted yet, so we show what we can stand behind and leave the rest blank rather than guess.
Down to the keyword
A campaign average can hide a keyword that has quietly cost you money for a year. Spend is tracked down to the smallest unit the platform will give us, which for search is the keyword and for social is the creative, so you can see which ones to cut and which to spend more on, not just how the campaign did overall.
Illustrative figures.
A report you can question, not a dashboard that answers for you.
Every number here is one you can check yourself, not one you have to take on faith. Sort any column, search across everything, and look at your spending as keywords, creatives, ad groups, campaigns or platforms, whichever cut answers the question you are actually asking.
Find the keyword costing you four hundred euro a booking, and cut it. Find the one costing thirty, and spend more there.
| Keyword | Spend | Bookings | Cost / booking ↓ |
|---|---|---|---|
| cheap hotels manchester | €890 | 2 | €445 |
| hotels near manchester arena | €410 | 5 | €82 |
| boutique hotel manchester | €480 | 15 | €32 |
Illustrative figures.
Testing a channel is a decision, not a leap, once the numbers are comparable.
A conference hotel might do better on LinkedIn. A hostel might do better on Reddit. An aparthotel chasing remote workers is looking at a different audience again, and a boutique city hotel often finds Microsoft cheaper for the same booking. Once each platform reports on the same basis, moving spend is a choice backed by evidence.
Testing that properly means comparing seven platforms on one basis, which is a job nobody has time for when each reports in its own terms.
We connect to seven and report them together. Where you spend is your decision.
The trackable share of your marketing is shrinking.
Consent banners drop parameters. Apple strips tracking from links. Cookies are going. Email opens stopped meaning much some time ago.
The response from most of the industry has been to model the gap and present the model as measurement. We would rather tell you which bookings we can account for and which we cannot.
Of the 610 bookings counted earlier, 82 are Unmatched. Those are reservations we can see but cannot source, and we would rather show you the row than fill it in.
Your data is enough.
We use AI, on numbers we can show you the working for: your bookings, your spend, your returning guests.
A vendor claiming to resolve 95% of your bookings with a model is often running that model on data it cannot see, or fitting a twelve-booking month against averages drawn from enterprises booking a thousand.
Coming later: opt-in pooled benchmarking, so hotels that choose to share anonymised patterns can compare their figures against verified data from other properties.
Your PMS, your booking engine, and your ad accounts. Nothing migrates, and nothing you already use gets replaced.
They stay visible, at zero cost or unpriced rather than invented, so the total never hides a gap you did not see.
Connect your accounts, and the report builds from there. No migration, no rebuild, no separate project.
Every platform reports on its own performance, and each has a reason for its numbers to look good. We have no such reason, because we sell nothing else.
Because a recommendation is only as good as the figures under it, and most of those come from platforms reporting on their own performance. You know your property and we do not. We show you what happened, counted the same way for every channel, so the decision and the evidence are both yours.