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.

Worked example: One Friday the reservations team logs 31 lost enquiries: 20 callers hung up on price while rooms were still available (regrets) and 11 rang after the house sold out (denials). Nearly two regrets for every denial, on a night that did not fill, says the A$339 rate sat ahead of what these callers would pay. Reverse the split to 11 regrets and 20 denials and the same night argues for pushing rate up.

Common mistake: Logging both into one turnaway bucket. Once merged you cannot separate a pricing problem from a capacity problem, and the two demand opposite responses: regrets say come down or add value, denials say hold and go higher. Two fields on the enquiry form is the entire fix.

All glossary terms Denied Revenue Turnaway Unconstrained Demand