Direct vs. OTA Calculator

Triptease Performance Analyzer

Performance Analyzer

Input metrics from Triptease Dashboard

1. Price Match Impressions Metric: "Price Match Impressions"

2. Missed Impressions Metric: "Missed Impressions"

3. Pricing Context (%)

Cheaper Direct %

In Parity %

Undercut %

Enter data to analyze undercut severity

Price Match Impressions * Official Definition: Impressions where the system successfully applied a Price Match promo code.

What it means: The “Shield” worked. The system detected an undercut (or a parity need), applied your discount, and displayed the competitive price to the guest.
Key Insight: High numbers here indicate your promo strategy is active and effectively defending your rate.

Missed Impressions * Official Definition: Impressions where a Price Match promo code was NOT applied.

What it means: The system decided not to fire a promo. This happens for two opposing reasons:
1. The Good Reason: You were already cheaper than the OTA (No promo needed).
2. The Bad Reason: The price gap was too large for your max promo to fix (e.g., OTA is 30% cheaper, your max discount is 10%).

Undercut % * Definition: The percentage of total searches where an OTA was offering a cheaper rate than your direct site.

What it means: This measures the “intensity of the attack.” A high percentage here means OTAs are aggressively targeting your hotel.

🛡️ Promo Efficiency * Formula: (Undercuts Fixed by Promo) ÷ (Total Undercut Attacks)

What it tells you: How effective is your current discount strategy?
- High (>80%): Your max discount is sufficient; you are winning most battles.
- Low (<50%): Your max discount is too small; OTAs are undercutting you by margins you cannot currently match.

⚠️ Gap Severity * Definition: An estimate of how deep the OTA discounts are.

How it works: * If most Undercuts result in a “Price Match Impression” (Success), the gaps are Mild (Small).
- If most Undercuts result in a “Missed Impression” (Failure), the gaps are Severe (Large).

Scenario	What the Calculator Shows	What to Do
Healthy	High “Good Misses” (Already Cheaper)	Maintain current strategy. Your base rates are competitive.
Warning	High “Fixed via Promo”	Your base rates are high, but your promo codes are successfully saving you. effective, but relies heavily on discounts.
Critical	High “Bad Misses” (Gap too big)	OTAs are beating you by large margins. Check logs to see if you need to increase your max promo discount (e.g., from 10% to 15%).