BITCADET×WW HOSPITALITY MARKETING
Boutique-luxury hotel unit economics — direct, OTA, group, ancillary · shared for feedback
A hospitality-native model showing the net contribution by channel — direct, OTA, group, ancillary — after distribution, displacement, and CPOR. Pre-loaded with STR / Mirai / Phocuswright / HSMAI / Sojern / Cvent benchmarks; every default is editable to match your property.
The output: per-channel net contribution and a defensible Allowable CAC ceiling for Hotel Ads / Sojern / Meta-for-hotels — plus the annual margin recoverable from a 3-point OTA→Direct shift. Demand360 shows comp-set ADR and occupancy; this shows what each channel net-contributes at your property.
STR (Smith Travel Research) Industry Profile 2024 · Mirai 2024 Distribution Cost Study · Phocuswright · HSMAI (Hospitality Sales & Marketing Association International) ROI Matrix · Sojern Hospitality Benchmarks 2024 · Cvent Group Demand Index · ResortPass partner economics. Group displacement uses HSMAI flow-through (60–75% of rate), not net margin after CAC. OTA distribution is a commission line, not media spend — ROAS framing is non-meaningful. Tax is informational only, pass-through to taxing authorities.
ACBR — Acquisition Cost per Booked Room. The bid-cap your acquisition channels (Hotel Ads, Sojern, Meta) must stay under to break even at target margin.
ADR — Average Daily Rate. Average paid room rate, tax-exclusive.
AOV — Average Order Value. Per-stay total spend (ADR × LOS + ancillary attach).
ARI — Average Rate Index. STR comp-set rate-penetration measure.
ARN — Available Room-Night. One room of inventory available for one night.
BAR — Best Available Rate. The rack rate your revenue management system yields against.
BEO — Banquet Event Order. The operational document covering wedding / banquet labor (captain, A/V, valet).
CAC — Customer Acquisition Cost. The all-in cost of converting one new guest.
CFO — Chief Financial Officer.
COGS — Cost of Goods Sold. Rooms-division direct cost (USALI line).
CPOR — Cost Per Occupied Room. USALI 11th-edition direct cost per stayed-night (housekeeping + amenity + breakfast comp).
CPS — Cost Per Stay. Metasearch / agency billing model where commission accrues per consumed stay.
DOSM — Director of Sales & Marketing.
DTC — Direct-to-Consumer. Used here only as a contrast — this calculator is hospitality-native, NOT a DTC fork.
F&B — Food & Beverage.
GDS — Global Distribution System (Sabre, Amadeus, Travelport). Corporate-travel and travel-agency booking channel.
G&A — General & Administrative. USALI overhead line (front-office, accounting, HR allocation).
GOP — Gross Operating Profit. Revenue − operating costs, before fixed costs / financing / tax.
GOPPAR — Gross Operating Profit Per Available Room. STR-canonical bottom-line per-ARN measure.
HENRY — High Earner, Not Rich Yet. Common boutique-luxury target persona shorthand (35-55, $200-500K HHI, NE metros).
HSMAI — Hospitality Sales & Marketing Association International.
LOS — Length of Stay. Average nights per reservation.
LTV — (Customer) Lifetime Value. Net contribution × (1 + repeat-rate × repeat-stays) over the LTV horizon (36 months in this model).
MPI — Market Penetration Index. STR comp-set occupancy-share measure (occupancy ÷ comp-set average × 100).
NRevPAR — Net Revenue Per Available Room. STR-canonical net room revenue ÷ available room-nights at the property level. (This calculator's per-persona "Net Contribution per Available Room-Night" is its persona-decomposed analogue, not STR-canonical NRevPAR.)
OTA — Online Travel Agency. Booking.com, Expedia, etc. Distribution is a commission line, not media spend.
PIN — Personal Identification Number (the 4-digit gate to access this calculator).
RFP — Request for Proposal. Group-channel sales pipeline document.
RGI — Revenue Generation Index. STR comp-set RevPAR-share measure (your RevPAR ÷ comp-set RevPAR × 100).
RevPAR — Revenue Per Available Room. Room revenue ÷ available room-nights.
ROAS — Return on Ad Spend. Used here only to flag that ROAS framing is non-meaningful for OTA (commission, not auction).
ROI — Return on Investment.
SHA — School of Hotel Administration (Cornell). Industry-standard LTV-horizon source.
STAR — STR's weekly comp-set benchmarking report.
STR — Smith Travel Research. The hospitality industry's primary benchmarking data provider.
tROAS — Target Return on Ad Spend. AOV ÷ Allowable CAC, expressed as a ratio (e.g. 3.5×). Plug into Google Ads / Meta Advantage+ target-ROAS bidding to enforce the breakeven ceiling.
TRevPAR — Total Revenue Per Available Room. Rooms + F&B + spa + ancillary, ÷ available room-nights.
UDO — Undistributed Operating Expenses. USALI overhead allocation that sits between gross room contribution and GOP.
USALI — Uniform System of Accounts for the Lodging Industry. The hospitality industry's standardized P&L framework (now in 11th edition).
The remaining ~25% (group, ancillary, GDS) is owned by your DOSM, RM, and ancillary leads — out of scope for this calculator.
Pool cabanas rent for $300-350/day per Eric (Apr 30 call). This is non-stay ancillary revenue — modeled separately from per-stay AOV.
Niche-targeted couple, 30–65, no kids, no party. Sub-segments: honeymoon couple (28–38, 5–7 night first-big-trip, F&B + cabana attach high), milestone-anniversary couple (45–65, 4–5 night, suite-upgrade-likely, repeat-prone via member program), design-led couple (35–55, NYC/SF/LA creative-class, 3–4 night design-aesthetic draw), F&B-destination couple (in-property F&B / the property bar first-touch, sometimes Miami-resident stay-cation). Conversion levers: member rate (15% off + members-only newsletter — already running), suite upgrade comp, F&B credit, cabana day-pass inclusion.
What this lens shows: the most you can spend per direct booking on Hotel Ads, Sojern, and Meta-for-hotels — and still hit your target margin. Defaults are calibrated to adults-only economics (higher AOV from longer LOS + 10× post-pivot F&B/spa/cabana attach). Switch sub-segments below to see persona-tier economics; the persona pack at persona-pack-adults-only.md details each segment.
Direct-website channel. Distribution cost = paid media + metasearch CPS (Mirai 2024: 7-11%).
First-time-to-property adults-only visitor, 28–50. Books on photos, price, review score, and OTA-program perk (Booking Genius 10%, Expedia One Key dollars). LATAM / UK / Canada heavy at this Miami Beach property. Stays shorter than direct (3.0 nights typical — weekend-skewed), lower ancillary attach because they're rate-shopping. Default does not return as direct; with the membership-program win-back (post-stay email + book-direct insert at 15% off), 5–10% convert to direct on next stay — that's the lever that's already running.
What this lens shows: net contribution per OTA stay after Booking.com / Expedia commission (a 19% line, not a media auction), and the annual margin recoverable from shifting OTA share to direct. Note: OTA has no Allowable CAC headline because there's no auction the hotel buys into.
OTA channel. Distribution cost = commission %, NOT media spend. ROAS framing is non-meaningful for OTA — Net contribution per stay is the right comparison.
Group event sourcing. Wedding planner or engaged couple sourcing a 50–150 guest oceanfront wedding; corporate planner sourcing a small-board offsite (Tue–Thu, 25–50 room block); retreat producer sourcing a near-buyout (3-day, 80+ rooms). Toggle Wedding / Corporate / Retreat below — defaults adjust per sub-segment.
What this lens shows: net incremental profit per booked event after sales-rep cost, displaced-rooms opportunity cost (at HSMAI flow-through, not net margin), and site-visit cost; plus annual pipeline forfeiture revenue from the cancelled-event slice. Acquisition cost ceiling for this channel is "Cost per Signed RFP" — not Allowable CAC.
Group / events channel. Net Incremental Profit subtracts displacement (at flow-through, not net margin), sales-rep cost, and site-visit cost. Deposit forfeiture is surfaced separately as pipeline revenue (cancelled events only).
Miami-Dade resident or in-region visitor staying elsewhere. Discovers the property via ResortPass, Daycation, or local F&B / spa promotion. Repeats 2–3× annually for cabana day-passes, Sunday brunch, or spa days. Does NOT stay overnight at the property.
What this lens shows: yield contribution per ancillary visit (after blended ResortPass + direct channel cost) and the annual value of one repeat local. Not an acquisition channel — this is a yield-management margin layer, intentionally with no Allowable CAC headline. For paid-Meta acquisition of locals, use the Direct Booker model with Day-Tripper AOV.
Ancillary RevPAR layer. Reframed: NO Allowable CAC headline. Day-Tripper is a yield-management layer (Net contribution per visit + Incremental RevPAR-per-cabana-day), not an acquisition channel.
Weighted across all personas using the channel mix above. Includes the Channel-Mix Shift Opportunity (move share from OTA to Direct).
Move direct share from current to target. The delta in net contribution per available room-night × total revenue = annual margin recovered. This view is the TRevPAR-aware (rooms + F&B + spa + cabana) acquisition-channel comparison your STAR / Demand360 RGI / MPI / ARI doesn't surface — comp-set indices show what others charge; this shows what each channel keeps.
Inputs sourced from STR / CoStar Hospitality Industry Profile 2024, Mirai 2024 Distribution Cost Study, Phocuswright US Leisure Travel, HSMAI ROI Matrix & Group Profitability Index, Sojern Hospitality Paid-Media Benchmarks, Cvent Group Demand Index, and ResortPass partner economics.
Hospitality CAC ≠ DTC CAC. Three structural breaks honored:
LTV horizon: 36 months (Cornell SHA / STR Global standard). Net of distribution + COGS + G&A + cancellation + CPOR. Group net incremental profit deducts displacement at flow-through (room block × wash × displaced BAR × flow-through %, contribution per displaced room-night per HSMAI standard — not net margin after CAC) AND sales-rep cost AND site-visit cost. Deposit forfeiture is NOT in per-booked profit — surfaced separately as annual pipeline forfeiture revenue, probability-weighted by cancellation rate. Tax is informational only — pass-through, not a hotel cost. BEO ops labor (banquet captain, A/V, valet) is folded into group-side blended COGS at 56%.
All numbers above are public-benchmark midpoints. Your booking-engine + OTA + on-property F&B + day-pass partner data tightens them. Calculator outputs assume tax-exclusive revenue throughout.
