In hospitality, no two teams (or hotels) operate the same way. This is especially true for marketing and sales teams, whose day-to-day decisions directly impact visibility, demand, and ultimately, revenue.
NB: This is an article from Juyo Analytics, one of our Expert Partners
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Whether you’re running a boutique hotel with a lean team or leading commercial strategy for a global portfolio, tracking the right key performance indicators (KPIs) is essential.
But the “right metrics” aren’t universal; they should reflect your goals, markets, and organisational structure.
That’s where customisable analytics come in.
In this article, we explore which KPIs and supporting metrics matter most for marketing and sales teams; and how tailored dashboards can help you interpret commercial data through the lens of your own actions, even when campaign-level details aren’t available.
Why Sales & Marketing Teams Need Their Own Lens
Operations teams typically focus on cost control and guest experience. Revenue managers rely on demand, historical trends and forecasting to optimise pricing. But marketing and sales? Their role is to generate and convert demand: shaping how, where, and from whom future revenue is created.
Despite this, many hotel teams still rely on generic dashboards that fall short of what commercial teams need, such as:
- Evolution of key guest segments or source markets
- Booking trends following promotional pushes
- Revenue growth linked to high-priority channels or demographics
By customizing the view and digging deeper into guest behaviour and booking outcomes, sales and marketing teams can start to see how their work impacts performance, even without direct access to campaign data.
What Should Marketing Track?
In hotel marketing, success isn’t always straightforward. Campaign-level metrics like clicks or impressions are useful, but often siloed; and may not answer the most important question:
Are our marketing efforts contributing to revenue growth?
Even without platforms like Google Analytics or Meta Ads Manager, you can still gain powerful insights by analysing how guest behaviour and bookings evolve over time.
Here are key marketing KPIs worth tracking to connect strategy with results:
- Average booking value (ABV)
This metric provides a clear indicator of booking quality. Increasing ABV can be achieved through upselling, offering packages, targeting high-spending guests, or promoting higher room categories.
Tracking ABV by channel, campaign, or even market can help you understand where premium bookings originate and how to replicate that success.
- Performance by market or segment
Not all campaigns perform equally across regions or demographics. Visualising revenue by geography or segment (e.g., families vs. business travellers) helps you assess whether your messaging resonates and where to double down.
- Booking window, length of stay and lead time
Understanding when and how guests book reveals how well your timing and offers align with their behaviour.
For example, Example: If you’re promoting early-bird deals, is lead time increasing? Are your localised campaigns shifting patterns in specific markets?
Pro tip: Cross-filter by nationality, source, or segment to evaluate if specific campaigns are moving the needle.
