問卷結果分析

Key numbers

Metric	Value
Bookings (excl. cancelled)	251
Room nights sold	689
Revenue	$78,540
Average rate per night	$114
Cancellation rate	11.6% (33 of 284)
Average stay	2.7 nights

Summary by channel

Channel	Bookings	Share of revenue	Avg. rate	Commission	Net per night
Booking platforms	142	54%	$109	15%	$93
Direct (phone, email, website)	87	38%	$126	0%	$126
Local travel agent	22	8%	$102	10%	$92

Direct guests pay more, stay longer (3.4 nights vs 2.3) and bring $33 more per night after commission than platform guests.

Trends and outliers

• July and August made 41% of revenue; occupancy reached 93%.
• March and April were weakest (occupancy 38%), but weekend nights still sold at 79%: the gap is midweek.
• Cancellations were 19% for platform bookings with free cancellation and 4% for direct bookings with a deposit.
• Outlier: 6 bookings in May at $45 per night. These are all one corporate group with a manual discount; they were kept in totals but flagged.

Findings

1. Your most profitable guests are direct, returning guests, yet only 14% of platform guests were invited to book direct next time.
2. Midweek in spring is the only real gap; weekends sell themselves.
3. Free cancellation on platforms costs about 27 lost nights over 9 months.

Recommendations

1. Add a "book direct" card at check-out with a 10% returning-guest rate: still $20 above platform net.
2. Create a midweek spring offer (3 nights for the price of 2, Sun–Thu) for March–April.
3. Switch platform listings to a non-refundable rate at 8% off alongside the flexible one.
4. Track the booking channel for every guest from now on: 17 rows had no channel and were grouped as "direct".

All totals were cross-checked against the monthly sums in your sheet; the difference is $0.