Marketing Report

A guide to using the Marketing Report in RMS to track performance, occupancy, and average rates by Company, Travel Agent, Rate Type, or Booking Source.

Overview

The Marketing Report is an interactive report that produces a targeted breakdown of Operational Revenue and reservation statistics for a selected date range.

The report can be grouped by Company, Travel Agent, Rate Type, or Booking Source, allowing managers to see how each segment contributes to total revenue, occupancy, and average daily rate.

Selecting Compare to Last Year places the current period's statistics and Operational Revenue alongside the equivalent period from the prior year, so year-on-year performance can be reviewed in a single output.

Please Note! RMS is highly configurable. Some Terminology, User Access & Permissions, Images, Labels, and Functions used in these articles may differ from your setup. CLICK HERE to find out more.

Use Cases

The Marketing Report supports several revenue and channel performance use cases:

Channel Performance: Compare reservation volume, nights, and revenue across Booking Sources to identify which channels are producing the strongest contribution.
Account Performance: Review Companies and Travel Agents by reservation count, occupancy share, and average daily rate to support account management and contract reviews.
Rate Type Analysis: Measure which Rate Types are generating the most nights and revenue for the period, supporting pricing decisions and Rate Type rationalisation.
Year-on-Year Comparison: Use Compare to Last Year to track growth or decline against the same period in the previous year.
Marketing Spend Review: Combine the Budget Cost set on each Market Segment with the revenue produced to assess the return on marketing investment.
Cancellation and No Show Visibility: Use the Code column to identify reservations that contributed Operational Revenue despite being Cancelled, recorded as No Show, or departing on the From Date of the report.

Prerequisites

System Configuration

Grouping Data Populated: For grouping to be meaningful, the relevant Company, Travel Agent, Rate Type, or Booking Source must be recorded against the reservations being reported on.
Market Segment Budget (optional): If Budget Cost is to be used, an Expenditure value must be set on the relevant Market Segment.
A Security Profile with access to the Reports menu and the Marketing report.

How to Access

In the side menu of RMS, go to Reports > Management > Statistics > Marketing.

Select the Date Range.
Select More Options to set filters and grouping options (see the More Options section below for the full list).
Select the required Group 1 option (the primary grouping for the report).
(Optional) Select Group 2 and Group 3 options for additional sub-groupings.
Select Build.

Tip! Selecting Show Daily Breakdown (CSV Export) will export the report data in .csv format for further analysis in a spreadsheet.

Tip! Select the favourite icon to mark this Report as a Favourite Report for quick access via the Favourite Reports Menu.

Report Options

Selecting More Options on the build screen reveals additional filters, grouping options, and output toggles. The tables below describe each option available in this panel.

Tip! Report build screens default to a common use configuration, and selections can be made as required.

Filters

Filter	Description
Reservation Status	Multi-select of which Reservation Statuses to include in the report.
Travel Agent	Multi-select of specific Travel Agents to filter the report by. Leave blank to include all Travel Agents.
Area Statistics	Controls how Area Statistics are reported. Available options are On, Off, and Ignore.
Date Basis	Sets how the date range is applied: Any Part of Reservation Falls Between From and To Date, Arrive Date From, Reservation Made Between, or Reservation As Of (Day, MTD, YTD Comparison).
Properties	Enterprise / multi-property databases only. Limits the report to the selected properties.
Category	Multi-select of Categories to include in the report.

Grouping

Group 1 sets the primary grouping for the report. Group 2 and Group 3 add optional sub-groupings, and can be left as None if not required.

Grouping	Available Options
Group 1	Reservation Type, Sub Reservation Type, Travel Agent, Booking Source, Category, Company, Rate Type, Property, Category Grouping, Market Segment, Sub Market Segment, Wholesaler, Country of Residence, Nationality, Guest State, Rate Type Grouping.
Group 2	Same as Group 1 options listed above.
Group 3	Same as Group 1 options listed above.

More Options

Tickbox	Description
Show Detail for Group 1	Adds a detailed breakdown of each Group 1 value to the report output.
Show Monthly Breakdown (Export)	Adds a monthly breakdown to the exported report data.
Include No Activity Records For Group 1	Includes Group 1 values that recorded no reservations or revenue in the selected period.
Show Daily Breakdown (CSV Export)	Exports the report data with a daily breakdown in .csv format.
Compare to Last Year	Adds an equivalent prior-year comparison alongside the current period statistics.
Include Guaranteed Group Allotments Area Nights, Occupancy, Revenue Not Picked Up	Includes Area Nights, Occupancy, and Revenue from guaranteed Group Allotments that were not picked up in the period.
Include Guaranteed Travel Agent Allotments Area Nights, Occupancy, Revenue Not Picked Up	Includes Area Nights, Occupancy, and Revenue from guaranteed Travel Agent Allotments that were not picked up in the period.
Exclude Complimentary and House Use	Removes Complimentary and House Use reservations from the report output.

Column Headers

The table below describes each column displayed in the Marketing Report.

Column Header	Description
Res	The total number of reservations for the selected period.
Code	Indicates reservations of a particular type that have contributed Operational Revenue in the period: C = Cancelled Reservations with Operational Revenue. NC = No Show Reservations with Operational Revenue. D = Reservations Departing on the From Date of the report with Operational Revenue.
Night	The total reservation nights for the selected period.
Occupancy %	The percentage of reservations contributing to the total Occupancy Percentage for the period.
Budget Cost	The Expenditure recorded against the selected Market Segment.
Gross Average Daily Rate	The total Gross Revenue divided by the total reservation nights for the selected period.
Nett Average Daily Rate	The total Nett Revenue divided by the total reservation nights for the selected period.
Gross Rate	The total Gross Rate for the reservation nights in the selected period.
Nett Rate	The total Nett Rate for the reservation nights in the selected period.
Rate %	The percentage of total Rate contributing to the total Operational Revenue for the selected period.

Data Sources & Calculations

Operational Revenue

The revenue and rate columns are based on Operational Revenue, which distributes accommodation value across the dates of each reservation.

This is the right basis for occupancy and yield analysis and will not match Financial Revenue reports such as the Charges or Night Audit reports for the same period. Cancelled, No Show, and From-Date departing reservations (the C, NS and D codes) contribute to the revenue totals only, not to the Res or Night counts.

Related Reports

Occupancy Report - occupancy and Operational Revenue by Category or daily.
Booking By Travel Agent Report - reservation production by Travel Agent.
Company Activity Report - reservation and revenue activity by Company.
Pace Report - year-on-year pace of reservations, nights, ADR, occupancy and Operational Revenue.

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