In the Market Segment section, you can track key metrics such as Occupancy, RNS (Room Nights Sold), ADR (Average Daily Rate), and RevPAR (Revenue per Available Room) by market segment. Metrics can be viewed in gross or net amounts, on a monthly or annual basis, and in OTB (On-the-Books) or Actuals mode. For detailed explanations of individual metrics, see article.
All metrics can be shown as nominal values or percentages.
In the upper-left corner, select the data capture date — the point in time from which the data is observed. You can choose today’s date or any past date.
Analyze data monthly or annually. On the right, select the year or month for analysis.
Compare data with the same period from a previous year to identify trends and year-over-year performance.
In the table view, you can monitor the performance of all market segments using five key metrics, displayed in OTB (On-the-Books, including all reservations regardless of check-in/check-out status) or Actuals (all canceled reservations) mode, or by comparing both modes. Alongside the results for the current and previous year, a third column shows the percentage variances between the two years. Use the dropdown on the right to choose how to sort the market segments.
The second graph allows you to compare the performance of two selected market segments. Select the segments on the left, then choose the metric to display for them from the dropdown on the right. You can also select how to view reservations — either OTB (On-the-Books) or Actuals.
Case Studies
1. Seasonal Optimization
A hotel in Dubrovnik notices in March that the "Leisure" segment (individual tourists) generates 45% of total revenue, while "Groups" account for only 12%. The manager decides to increase marketing efforts toward groups in April, as there is free capacity and the group segment typically provides stable revenue.
2. Group Events
The hotel observes that the "Corporate Groups" segment experiences a significant jump in RNS (+67% compared to last year) due to several large conferences. This insight helps in planning capacity for the following year.
3. Guest Mix Optimization
A mountain hotel sees that the "OTA" segment (online travel agencies) contributes 35% of occupancy but has the lowest ADR. The manager decides to limit OTA availability on weekends, when higher prices can be achieved through direct bookings.
4. Corporate Segment
The corporate segment shows a +3% difference between OTB and Actuals, indicating that corporate guests rarely cancel. This allows the hotel to plan capacity for business groups with greater confidence.