notitur.com August 24, 2026

Marketing and CRO

CRO

Conversion rate optimization is the work of getting a larger share of website visits to end in a booking. It is done by testing changes to design, message and checkout and measuring which sells more. It is the cheapest lever to win direct bookings, because it squeezes the traffic you already have.

Example Removing a step from the booking flow lifts conversion from 2 to 2.6 percent without spending on more traffic.

Related terms

Marketing and CRO

Booking abandonment

Booking abandonment is when a guest starts booking on the website and leaves before paying. It measures the...

 Distribution

Direct booking

A direct booking is one the guest makes through the hotel's own channels, with no middleman. It saves the OTA...

 Distribution

Booking engine

A booking engine is the tool that lets guests book directly on the hotel's own website. It shows...

 Marketing and CRO

CPC

Cost per click is the model where you pay each time someone clicks your ad, not per booking. It is how Google...

FAQ

What does CRO mean in hospitality and travel?
CRO stands for Conversion Rate Optimization. In hospitality, it is the practice of testing changes to your website's design, copy, or booking flow so that a higher percentage of visitors complete a reservation, without spending extra money to attract more traffic.
How do you calculate the conversion rate for a hotel website?
Divide the number of confirmed bookings by the total number of unique website visits in the same period, then multiply by 100. For instance, if your site gets 10,000 visits a month and you get 300 bookings, your CRO is 3%.
How is CRO different from digital marketing or SEO?
Digital marketing and SEO focus on bringing more visitors to your site, while CRO works with the traffic you already have to turn them into bookings. It is the cheapest lever to increase revenue because you do not pay for extra clicks, you just improve what you already show.

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