Property Performance Course

Lesson 1: Focus Finder

This course will walk you through Focus Finder, a tool created by Booking.com that details the guest booking journey on our platform – and helps you identify the factors that impact your properties’ performance.

1. What is Focus Finder?

Focus Finder analyses a property’s performance at each step of the guest booking journey, from a guest’s initial search on our site to their stay at the accommodation. 

It identifies where the property is experiencing drop-offs in that journey, and offers commercial advice based on the specific challenges the property faces. This commercial advice takes the form of tips, or opportunities, that help properties to optimise their performance.

2. What does the Booking.com guest booking journey look like?
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Guest booking journey

Booking.com has identified eight steps in the guest booking journey:

  1. Potential searches: Once a guest has selected the area where they’re looking for accommodation, we identify how many searches a property shows up in, based on their occupancy level on Booking.com.
  2. Available searches: After deducting the rooms that are already booked, we look at the amount of searches the property shows up in, based on its availability. To be visible in available searches, a property needs to have sufficient available rooms on Booking.com to appear in potential searches. In other words, it needs to have rooms that are available to book by guests searching for accommodation in that area.
  3. Search views: From the total number of searches, we then look at how often a potential guest sees a property in the search results. This is where ranking plays a big role. If a property has a high ranking in our system, they’ll get more search views than a property with a low ranking.
  4. Property page views: Property page views represent the number of times potential guests look at an accommodation’s page on Booking.com. This is impacted by click-through rates, meaning the percentage of potential guests that click on a property on the search results page.
  5. Bookings: This step represents how many bookings an accommodation receives on its property page. This is impacted by conversion, meaning how often a property page view results in a booking.
  6. Booked room nights: This reflects the number of room nights booked at a property, and is impacted by the length of stay that guests book.
  7. Booked revenue: This represents the revenue gained from the total room nights that are booked. This is where the average daily rate (ADR), the average rate a property receives per room night, has an impact.
  8. Net revenue: The net revenue is the total booked revenue minus the cancelled revenue. Decreasing cancellations will help increase the net revenue of a property. 
3. How to measure cancellations?

To measure cancellations, Focus Finder shows the proportion between the monetary value of cancellations received by a property in the last 30 days and the value of the bookings received in the same time period.

Focus Finder also compares a property’s performance to similar properties, which we call the competitive set. To determine a competitive set, we look at how guests search on our site, what filters they use, what they consider to be similar accommodation choices, and the accommodation they choose from. We also look at properties in the same area.

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Focus Finder in extranet
4. How can a property use Focus Finder?

In the Booking.com extranet, properties have access to the Opportunity Centre, which helps them identify ways to improve their performance and guests’ experience. It displays tailored commercial tips based on their performance, advice that ranges from adding a particular product to suggesting deals that help increase bookings and revenue. 

Focus Finder is integrated into the Opportunity Centre to give properties more insights on how they’re performing compared with their competitive set. Each step of the guest booking journey is listed on the left-hand side, ranked in order of where most drop-offs occur. For each step, Focus Finder displays the opportunities that can help the property limit the number of drop-offs.

In the example below, the property’s main challenge is their cancellation rate – the proportion between the monetary value of cancellations and bookings in the last 30 days – is over 70% compared with their competitive set’s 43.41%. To reduce cancellations and secure more bookings in advance, the property could set-up non-refundable rates or an early-booker rate plan.

5. How can a Connectivity Partner use Focus Finder?

Your success is our success. Focus Finder helps to bring more guests through the booking funnel so your properties earn a higher net revenue. It also provides commercial advice that helps your properties offer great guest experiences, which boosts their loyalty and limits churn – for you and for us.

With Focus Finder, you can optimise your properties’ performance, tackle common issues and have more impactful conversations – all in a scaled way. For example, your sales or support team could target all properties whose biggest drop-off point is ranking, and give them advice on which steps to take to gain more visibility.

If you need guidance on where to focus your efforts, contact your Connectivity Partner Business Manager and find out how your overall portfolio is performing.

Exercise: How to limit drop-offs for your properties

First, let’s recap the guest booking journey and the metrics Focus Finder uses to analyse a property’s performance:

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Guest booking journey

Now, imagine a Property Management System (PMS) with 6,000 properties, all of which are available on Booking.com. Aggregated on portfolio level, the data below shows the number of properties experiencing challenges with each performance metric.

Performance metric

Available rooms

Ranking

Click-through rate/Page views

Conversion

Length of stay

Average daily rate

Cancellations

No. of properties with metric as main challenge

1,000

 

(17%)

800

 

(13%)

2,200

 

(37%)

1,000

 

(17%)

300

 

(5%)

300

 

(5%)

400

 

(7%)

 

Looking at the data, we can see that the majority (37%) of the PMS’ properties are experiencing challenges with click-through rates – meaning potential guests see the property in search results but don’t end up on the property page.

What can this partner do to help 37% of its portfolio limit drop-offs at this step? 

It’s clear the partner needs to make their properties more attractive on the search page, so that potential guests move through the booking funnel and reach their properties’ pages. They could start by encouraging properties to improve their content: the main photo should be appealing and representative, general facilities and room details should be accurately listed, etc. The property could also attract more guests by offering promotions, such as the Genius deal (if they’re eligible).

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