Revenue Management Glossary

Regrets

Definition

Regrets are potential reservations where the hotel has the required product or service available, but the customer chooses not to book due to factors such as price, perceived value, or other competing offers. Unlike denials, which occur when the hotel cannot accommodate a booking request, regrets reflect lost opportunities due to customer decision-making.

How to use it

Understanding when and why potential guests choose not to book helps revenue managers refine pricing, promotions, or booking experiences to convert more lookers into bookers.

Formula

Regrets = Potential Bookings – Confirmed Reservations (based on guest feedback or abandonment reasons)

Related Terms

Denials, Lost Business, Booking Conversion Rate, Price Sensitivity, Competitive Set, Cancellation Rate
“Regrets represent opportunities lost—understanding why potential guests don’t book can help you adjust your strategy and increase conversions.”

Tim Boersma

Tim Boersma