A direct channel benchmark refers toan evaluation of a hotel's performance in its direct booking channel comparing itwith other similar hotels or with the industry in general. These metrics may include theconversion rate of visitors to reservations, the average reservation value, the abandonment rate of the reservation process, among other key indicators.

The objective of the direct channel benchmark isEvaluate how the hotel is performing compared to others in terms of the effectiveness of its direct booking channel.Provides a reference to identify opportunities for improvement and optimization in the hotel's direct sales strategy.

Through the direct channel benchmark, the hotel can gain valuable insights into how it is attracting, engaging, and converting website visitors into actual customers. When comparing its performance with that of other hotels,The hotel can identify strengths and weaknesses, and take steps to improve its online presence, booking experience and maximize direct bookings.