Hotel Revenue Glossary · Metrics

Regret & Denial

A combined measure of demand that could not be captured. Regrets are potential bookings lost because the guest chose not to book (typically due to pricing). Denials are potential bookings lost because the hotel had no availability. Together they quantify total uncaptured demand.

Why it matters: Tracking regrets and denials separately reveals whether you are losing business to pricing (regret) or inventory constraints (denial). High regrets suggest rates may be too aggressive. High denials confirm strong demand and justify holding or increasing rates.

All glossary terms Denied Revenue Turnaway Unconstrained Demand