Cost of Acquisition

In the hotel industry, understanding CPA is a critical component of revenue management strategy. Cindy Estis Green, cofounder and CEO at Kalibri Labs, will discuss calculating the real cost of each reservation, including third-party channel commissions, credit card fees, and marketing costs related to direct bookings. While many of these are unavoidable, understanding the cost per acquisition (CPA) and market demand and tightening efforts to drive direct bookings are critical to getting the optimal, most profitable mix for your portfolio.