What discount percentage should we use for campaigns?
How to choose the right discount level for your campaigns
Recommended discount ranges
| Objective | Discount | When to use |
|---|---|---|
| Margin-friendly incentive | 5–10% | Everyday direct booking push, low competition periods |
| Strong conversion boost | 10–15% | Peak demand, parity issues with OTAs |
| Seasonal or flash promotion | 15–25% | Holiday campaigns, last-minute availability, flash sales |
Key things to keep in mind
Match your OTA gap — If Booking.com is showing your room 12% cheaper than your direct rate, your notification discount should at least close that gap to make direct booking attractive.
Don't over-discount habitually — Training guests to always expect a discount can erode your direct channel value. Use higher discounts for time-limited campaigns, not as a permanent fixture.
Test and iterate — Your CSM can review click and conversion data to help you find the sweet spot for your property.
Not sure what to use?
Share your current OTA rates and direct pricing with your CSM. We'll help you define the right discount based on your parity data and performance goals.
💡 A well-timed 10% discount can outperform a permanent 20% discount if it's shown to the right visitor at the right moment.