Hotel Revenue Glossary · Operations

Turnaway

A potential guest who is denied a reservation because the hotel has no availability. Turnaways are tracked by date, channel, and room type to quantify lost demand. The term is often used interchangeably with denial, though some properties distinguish between the two.

Why it matters: Tracking turnaways helps quantify uncaptured demand and informs future pricing strategy. Dates with high turnaways were likely underpriced — had rates been higher, the same occupancy would have been achieved with greater revenue.

All glossary terms Denied Revenue Regret & Denial Compression Night