Value
Calculate your opportunity with Ersona.
Three calculators - what you could earn, retain and get back - with your numbers and visible formulas. Nothing is emailed, nothing is stored, and there is no form in front of the result.
Copy the scenario link or print this page to take your numbers into a business case.
Modelled exampleEvery figure is a model from your editable assumptions - not a guarantee, a quote or a forecast.
Earn
Upsell revenue opportunity.
What the extras and services inside the stays you already host could be worth - sold at the right moment, from your own catalogue.
Reservations that check out in a typical month - a 60-room hotel at ~70% occupancy and 2–3-night stays is around 500.
Extra revenue, per month
€1,700
≈ €3.40 per stay, on top of the room
Extra revenue in this scenario, per year
€20,400
monthly × 12 · guests you already have, journeys you already run
Adjust assumptionsBased on editable assumptions for stay extras, on-property services and partner services.
For each kind of offer: the share of all stays that buy - eligibility is already inside that number - and what one sale is worth to you.
Stay extras
Late checkout, early check-in, room upgrades
≈ 30 sales · €750 / month
Average price of one extra.
On-property services
Breakfast, parking, spa, packages
≈ 40 sales · €800 / month
Average value of one order.
Partner services
Transfers, tours, local experiences
≈ 10 sales · €150 / month
Your commission, not the guest price.
Retain
Direct revenue opportunity.
What your channel mix costs today, and what it would look like if some of that demand booked direct.
Rooms revenue you book in a typical month.
Commission retained, per month
€600
if 10% of your OTA demand booked direct
Retained in this scenario, per year
€7,200
retained commission, not profit - at 15% commission
Adjust assumptions40% via OTAs · 15% average commission · modelling a 10% shift to direct.
HOTREC/HES-SO 2024: direct channels were 50.9% of European overnight stays; 28% of hotels sit at 30–49% OTA share.
Editable industry benchmark. The European Commission’s 2023 hotel-distribution study found over two thirds of reported basic rates between 10% and 20% - your contracted rate is in your OTA extranet.
Your scenario, not a promise. Move it to whatever you think is realistic for your property.
- OTA revenue, per month
- €40,000
- Commission exposure, per month
- €6,000
- Commission exposure, per year
- €72,000
- Revenue moved to direct, per month
- €4,000
Extras and services sold from your own catalogue are separate - model them in the Earn calculator. The two are never added into one total.
Return
Team time opportunity.
How much of your team’s month goes into guest conversations, and what a share of that would look like handled end to end.
Across WhatsApp, email, your website and your PMS inbox.
Hours returned, per month
15 h
of 50 h spent on guest conversations today, at 30% handled end to end
Hours returned to your team, per year
180 h
hours returned to your team, not headcount removed - add an hourly cost under “Adjust assumptions” to express this as money
Adjust assumptions6 min per conversation · 30% modelled as handled end to end · hours only.
Placeholder - set this from your own inbox data.
Your scenario. For reference, one customer reports ~90% - see below.
For reference: EZ Group reports ~90% of guest chats resolved without a person and 51 hours returned to the team per month across 200+ units.
Leave at 0 to see hours only.
How this is calculated
Formulas, benchmark sources with access dates, and what the model leaves out.
Earn - upsell revenue
Sales = stays × share that buy
Revenue = Σ sales × value to you per sale
Per year = monthly revenue × 12
There is no independent benchmark for upsell conversion - published figures come from upsell vendors. The starter values are deliberately modest assumptions; replace them with your own extras sales. Partner services count your commission, not the guest price. The model does not net out costs of goods, staff time to fulfil, seasonality or how offers are priced by room type.
Retain - direct revenue
OTA revenue = booking value × OTA share
Commission exposure = OTA revenue × commission
Retained = (OTA revenue × shift × commission) − direct cost
Retained commission is margin kept, not profit and not new revenue. OTAs are valuable acquisition channels - this is not about leaving them, but about understanding the economics and capturing demand directly when that is the better outcome for the property.
Return - team time
Hours today = conversations × minutes ÷ 60
Hours returned = hours today × automated share
There is no reliable independent benchmark for conversation handling time - set it from your own data. Hours convert to money only when you supply an hourly cost, and the result is team capacity returned, never headcount removed.
We don’t adjust for seasonality, cancellations, cost of goods, rate parity, length-of-stay differences by channel, or the work needed to shift demand. It is arithmetic on your assumptions - a scenario, not a guarantee, a quote or a forecast. The three results are never combined into a single total.
Where the benchmarks come from
Neither Booking.com nor Expedia publishes a commission percentage - both state the rate is agreed per property and market. That is exactly why every benchmark here is editable.
OTA commission range
“On average, the independent hotels reported basic OTA commission rates of [10-20]%. Over two thirds of the basic commission rates reported are between 10 and 20%.”
European Commission, DG COMP - Market study on the distribution of hotel accommodation in the EU (2023) · Source · accessed 2026-08-15
Channel mix
“Direct booking channels … accounting for 50.9 % of overnight stays. 28% [of hotels] having OTA market shares of 30-49% and every fifth hotel exceeding 50%.”
HOTREC / HES-SO Valais - European Hotel Distribution Study 2024 · Source · accessed 2026-08-15
Cost of a direct booking
“An average direct distribution cost of just 3.5%, versus the 12–28% typically charged by OTAs.”
D-EDGE - 2025 Hotel Direct Distribution Report · Source · accessed 2026-08-15
Your own contracted rate
“Commission is a set percentage of the total booking amount… The exact percentage depends on your country, property type, and the accommodation agreement you signed when you joined us.”
Booking.com for Partners - Understanding our commission · Source · accessed 2026-08-15
Run the numbers on your own hotel.
Five questions about your property and systems, then a walkthrough using your real volumes - no migration, no commitment.