--- title: "20 Must-Know Terms for Hotel Operations & Online Marketing" description: "From ADR to CTR, RevPAR to ROI—break down the jargon behind successful hotel operations and digital marketing. If hospitality acronyms confuse you, this glossary is for you." published: 2024-02-21T00:00:00+00:00 author: "ONDA 편집팀" category: "Weekly ON" image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65d70167ddece4a349dd7b75_WeeklyON_vol111_webflow_cover_1200px.png" canonical: https://global.onda.me/en/blog?slug=vol-111 locale: en --- # 20 Must-Know Terms for Hotel Operations & Online Marketing Hello readers—today we're breaking down 20 essential terms every hotelier and property operator should know. ADR, RevPAR, PMS, CTR, SEM, ROI… sound familiar? If any of these make you pause, keep reading. ⚠️ All rights reserved. Cite this piece as 'ONDA (온다)' when quoting. --- #### **In this issue** 🏨 20 must-know terms for hotel operations & online marketing 💡 How NYC's Airbnb crackdown is boosting hotel performance ⌨️ #MarchTravelMonth #AccommodationShare #LunarHolidayTravel #SeoulMICE #BusanLuxuryHotels --- **🏨 Industry story** ### **20 Must-Know Terms for** ### **Hotel Operations & Online Marketing** Hospitality is broad—running even a small pension involves specialized language at every touchpoint. Understanding industry terms helps you track trends and sharpen your professional edge. This post covers key terminology in hotel operations, OTA platforms, and digital advertising. If you're an industry veteran, this might feel basic—but if this sentence makes you pause: **"Our H1 SEO and CPA performance campaigns lifted RevPAR by 5%. However, channel-manager errors led to multiple overbookings—we need tighter PMS integration. Our H2 goal is upselling satisfied guests to raise ADR."** …then this glossary is for you. (Note: terms commonly used as acronyms are shown that way; English originals are used directly when standard in Korean contexts.) ![(Image: Generative AI Dall-E)](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65d700f9b87ec2f56433ee2c_1_20_.jpg) ### **Revenue management metrics** **(1) ADR (Average Daily Rate)** and **(2) RevPAR (Revenue Per Available Room)** are the two core KPIs for hotel financial performance. ADR = total room revenue ÷ number of rooms sold. It tells you the average price per sold room. Higher ADR is better—obviously—but context matters. That's where **(3) OCC (Occupancy)** comes in. If your ADR is high but only half your inventory sells, you're priced too high. RevPAR bridges both metrics: ADR × OCC = RevPAR. If your RevPAR lags the market, something's off. **(4) RM (Revenue Management)** is the practice of optimizing these numbers—demand forecasting, dynamic pricing, inventory control. It's a specialized discipline, increasingly powered by automation and AI-driven pricing tools. Want a deep dive? Check out ONDA's post "[Why Revenue Management Is the Heart of Hotel Business](https://corp.onda.me/insight-content/what-is-revenue-management-for-hotel?utm_source=stibee&utm_medium=email&utm_campaign=newsletter-2024_02_21)." A related term: **(5) Yield Management**. While RM encompasses hotel-wide strategy, yield management focuses narrowly on maximizing revenue from one inventory type (usually rooms), often through time-based pricing elasticity. ### **Booking & check-in** This section covers the guest journey from reservation to arrival. Many terms here are intuitive—**(6) No Show** and **(7) Overbooking**, for instance. No Show: A guest who reserved but never showed up (common in restaurants too). Overbooking: More confirmed bookings than available rooms. This happens when OTAs, portals, metasearch, and direct bookings don't sync in real time. (Pro tip: ONDA solves this. Just saying.) **(8) Walk-In**: A guest who arrives without a reservation, hoping to book on-site. ### **Operations & systems** In English, the hospitality sector is called exactly that: **(9) Hospitality**. It literally means "warm welcome and generous hosting." Guest satisfaction is the core product. **(10) Housekeeping**: Maintaining cleanliness across rooms and public spaces. If a hotel gets "dirty" reviews, nothing else matters. Housekeeping is table stakes. **(11) Upselling**: [Offering an existing guest a room upgrade or premium add-on](https://partner.booking.com/ko/%EB%8F%84%EC%9B%80/%EC%9A%94%EA%B8%88-%EA%B0%9D%EC%8B%A4-%EC%9E%AC%EA%B3%A0-%EA%B4%80%EB%A6%AC/%EA%B0%9D%EC%8B%A4-%EC%84%A4%EC%A0%95/%EA%B0%9D%EC%8B%A4-%EC%97%85%EC%85%80%EB%A7%81%ED%95%98%EA%B8%B0). Booking.com notes that while upselling traditionally happened at the front desk, modern hotels now pitch upgrades pre-arrival via email or app—boosting ADR before check-in. Digital transformation in hospitality is accelerating. Two critical systems: **(12) PMS (Property Management System)**: Central software that manages reservations, room inventory, guest profiles, billing. It's the operational backbone. **(13) Channel Manager**: Syncs room availability and rates across all distribution channels (OTAs, metasearch, direct bookings) in real time—preventing overbookings and rate parity issues. **What else should you know to run a successful property and market it online?** Check the full list below. ### [👉 **Read the full glossary: 20 essential hospitality & marketing terms**](https://corp.onda.me/insight-content/20-essential-hospitality-operations-and-marketing-terms?utm_source=stibee&utm_medium=email&utm_campaign=newsletter-2024_02_21) --- **💡 Hospitality trends** ### **What Happened to NYC Hotels** ### **After the Airbnb Crackdown?** Cities worldwide are tightening short-term rental rules—citing housing shortages, rent inflation, and overtourism. New York City introduced some of the strictest regulations yet. How did it affect hotels? #### **👉 What's the regulation?** [In September 2023, NYC began enforcing short-term rental registration laws](https://www.sedaily.com/NewsView/29UKTBYUU9). Residents renting their homes for under 30 days must now register with the city, disclose earnings, and pay occupancy, sales, and hotel taxes. Hosts must also be present during the rental period and limit guests to two. Platforms like Airbnb must verify registration—violations result in fines. **The result?** Short-term rental listings in NYC plummeted from ~13,500 in August 2023 to under 3,000 by December. #### **👉 How are NYC hotels doing?** NYC hotels are thriving. With most former short-term rentals converting to long-term leases, **NYC hotel occupancy is now the highest in the U.S.** **ADR jumped 11% to $393, and RevPAR rose 15.6%**—while the national RevPAR average grew just 0.3% over the same period. Full story below: ### [👉 **Read the full article**](https://www.travelweekly.com/Travel-News/Hotel-News/Airbnb-crackdown-windfall-for-NYC-hotels) --- **📬 ONDA news** ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65d6ff74155958d728fb206f_vol109_4.jpg) ONDA is hiring for **▲ Pension Plus Sales ▲ Pension Plus Partner Manager ▲ Channel Strategy & Operations Manager ▲ CS Center Manager**. This round focuses on our pension business and includes a **performance-based, uncapped incentive structure**—the most aggressive commission plan we've ever launched. We prefer candidates with travel/hospitality experience, but if you're new to pension operations, we've built a detailed onboarding program covering ONDA products and the pension market. If you're energized by the idea of transforming hospitality with technology, we want to hear from you. 👇 Learn more on ONDA's careers page: ### [👉 **Visit ONDA Careers**](https://bit.ly/onda-recruit-weeklyon) --- **⌨️ Keyword news** **1️⃣ March Travel Month** [👉 [full story]](https://www.newsis.com/view/?id=NISX20240220_0002632262) **TL;DR:** 110,000 accommodation discount coupons released for "March Travel Month" **The story:** The Ministry of Culture, Sports and Tourism is running a "Travel Month" campaign from Feb 20 to Mar 31. Starting Feb 27, 110,000 discount coupons will be distributed across 40 online channels. **Coupons:** ₩30,000 off bookings over ₩50,000—valid only at accommodations outside the Seoul metro area. The ministry plans to repeat this for "June Travel Month." **2️⃣ Accommodation travel share** [👉 [full story]](http://www.sukbakmagazine.com/news/articleView.html?idxno=55543) **TL;DR:** Gangwon-do leads domestic overnight travel destinations **The story:** As of December 2023, Gangwon-do captured 20.8% of domestic accommodation travel, placing first. Busan, Jeollanam-do, Gyeongsangbuk-do, Jeju, Gyeonggi-do, and Seoul followed. Gangwon-do also topped future travel intent. **Lodging trends:** Hotel usage rose 2.1%p MoM, while pension usage dipped 2.8% as winter set in. **3️⃣ Lunar Holiday overseas travel** [👉 [full story]](https://www.edaily.co.kr/news/read?newsId=01843366638789864&mediaCodeNo=257) **TL;DR:** Incheon Airport traffic hits 96.7% of pre-COVID Lunar Holiday levels **The story:** Daily traffic at Incheon Airport during this year's Lunar Holiday rose 53.2% YoY to ~195,000 passengers—the highest for a holiday period since COVID-19, and 96.7% of 2019 levels. **Inbound tourism:** According to Trip.com, [foreign tourist bookings to Korea rose ~40% YoY during Lunar New Year](https://www.yna.co.kr/view/AKR20240206036600030). Top source markets: Japan, Hong Kong, Taiwan, Thailand, and the U.S. **4️⃣ Seoul MICE tourism** [👉 [full story]](https://www.newsis.com/view/?id=NISX20240213_0002625190&cID=10201&pID=10200) **TL;DR:** Seoul targets 1.2M MICE visitors in 2024 **The story:** Seoul is investing ₩9B this year in MICE development—a 15% YoY increase—with a goal of attracting 1.2M MICE visitors. The city will focus on attracting large-scale events and promoting bleisure tourism. **Focus areas:** Seoul will prioritize events with 3,000+ attendees and conferences tied to its five core industries: AI, robotics, biotech, fintech, and creative industries. **5️⃣ Busan luxury hotels** [👉 [full story]](https://www.yna.co.kr/view/AKR20240208076900051?input=1195m) **TL;DR:** Busan's five-star hotel count rises from 8 to 10 in two months **The story:** Busan is becoming a luxury hotel battleground. The city had 8 five-star hotels in 2023; by January 2024, that number reached 10. Seven are clustered in East Busan, intensifying competition. **What's next:** Existing hotels are investing in renovations to stay competitive. [Global brand Banyan Tree Haeundae Busan is set to open next year](https://www.hankyung.com/article/202402156169O), further heating up the race. ---