RevPAR is the top sales KPI for a hotel in 2027, followed by occupancy rate and average daily rate. CoStar reported U.S. RevPAR of $100.02 for full-year 2025, and Hilton reported system-wide RevPAR up 5.8% in Q3 2026. Where no source publishes a benchmark, this page says so.
TRevPAR is total revenue (rooms, food and beverage, other departments and miscellaneous) divided by total available rooms; GOPPAR is gross operating profit divided by rooms available
Full-service and resort hotels with restaurants, meetings and spa revenue
Cancelled reservations divided by total reservations
Revenue managers setting overbooking and cancellation policies
Pick by what you want
Best overall
Hotel RevPAR
Best for pricing
Hotel Average Daily Rate (ADR)
Best for market share
Hotel Market Penetration Index and RGI
Best for distribution
Hotel Direct Booking Share
Best for forecasting
Hotel Booking Pace and Lead Time
The ranking
1
Hotel RevPAR
Photo: 阿道 / CC BY-SA 4.0 via Wikimedia Commons
Answrs VerdictThe headline sales KPI.
Formula: Total room revenue divided by total rooms available (CoStar glossary)U.S. benchmark: RevPAR of $100.02 for full-year 2025, down 0.3% (CoStar, released January 20, 2026)Hilton benchmark: System-wide RevPAR of $124.70 in Q3 2026, up 5.8%; full-year 2026 RevPAR projected up 4.0% to 4.5%Marriott benchmark: U.S. & Canada comparable systemwide RevPAR of $150.10 in Q2 2026, up 5.0%; worldwide RevPAR up 3.4%
RevPAR is total room revenue divided by rooms available. CoStar reported U.S. RevPAR of $100.02 for 2025, Hilton reported $124.70 system-wide in Q3 2026, and Marriott reported $150.10 for U.S. & Canada in Q2 2026.
Go ifEvery hotel; it is the single number owners and brands compare first
Skip ifYou need profit, because RevPAR ignores cost and non-room revenue
Why #1 over #2: It combines occupancy and rate in one number, which neither occupancy nor ADR does alone.
2
Hotel Occupancy Rate
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Answrs VerdictThe volume KPI.
Formula: Rooms sold divided by rooms available (CoStar glossary)U.S. benchmark: Occupancy of 62.3% for full-year 2025, down 1.2% (CoStar)Hilton benchmark: System-wide occupancy of 75.8% in Q3 2026, up 1.4 points; U.S. 76.7%Marriott benchmark: U.S. & Canada comparable systemwide occupancy of 74.0% in Q2 2026, up 0.2 pointsHilton regions: Q3 2026 occupancy of 81.9% in Europe and 71.9% in Asia Pacific
Occupancy is rooms sold divided by rooms available. CoStar reported 62.3% for the U.S. in 2025, Hilton 75.8% system-wide in Q3 2026 and Marriott 74.0% in U.S. & Canada in Q2 2026.
Go ifOperators filling a fixed number of rooms, such as select-service and airport hotels
Skip ifYou are pricing for scarcity and would rather sell fewer rooms at a higher rate
Why #2 over #3: It shows how full the hotel is, which ADR alone cannot.
3
Hotel Average Daily Rate (ADR)
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Answrs VerdictThe price KPI.
Formula: Room revenue divided by rooms sold (CoStar glossary)U.S. benchmark: ADR of $160.54 for full-year 2025, up 0.9% (CoStar)Hilton benchmark: System-wide ADR of $164.57 in Q3 2026, up 3.9%; U.S. $176.71Marriott benchmark: U.S. & Canada comparable systemwide ADR of $202.82 in Q2 2026, up 4.7%
ADR is room revenue divided by rooms sold. CoStar reported $160.54 for the U.S. in 2025, Hilton $164.57 system-wide in Q3 2026 and Marriott $202.82 in U.S. & Canada in Q2 2026.
Go ifRevenue managers working on pricing power and segment mix
Skip ifYou are comparing hotels of different scales, since ADR differs sharply by class
Why #3 over #4: It isolates pricing power, which RevPAR blends with occupancy.
4
Hotel TRevPAR and GOPPAR
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Answrs VerdictThe whole-property KPI.
Formula: TRevPAR is total revenue (rooms, food and beverage, other departments and miscellaneous) divided by total available rooms; GOPPAR is gross operating profit divided by rooms availableU.S. benchmark: U.S. TRevPAR up 5.2% and GOPPAR up 7.8% year-to-date through July 2026 (HotStats)Americas GOPPAR: The Americas led at $105.42 on a 12-month rolling basis (HotStats, August 4, 2025)F&B lift: Food and beverage revenue per occupied room up 3.8% in the first half of 2025 (CBRE)
TRevPAR counts every revenue line per available room and GOPPAR counts profit. HotStats reported U.S. TRevPAR up 5.2% and GOPPAR up 7.8% year-to-date through July 2026, and an Americas GOPPAR of $105.42.
Go ifFull-service and resort hotels with restaurants, meetings and spa revenue
Skip ifYou run a limited-service hotel with little revenue beyond rooms
Why #4 over #5: It captures food, meetings and spa sales that RevPAR leaves out.
5
Hotel Market Penetration Index and RGI
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Answrs VerdictThe market-share KPI.
Formula: MPI compares your occupancy with a set of competing hotels; RGI is your RevPAR divided by the group RevPAR, times 100 (CoStar glossary)Benchmark: An index of 100 means a fair share; above 100 is more than your expected share and below 100 is lessWorked example: CoStar: if the competitive set occupancy is 80% and the subject hotel is 96%, its MPI is 120Industry-wide figure: No benchmark published in the sources cited
MPI and RGI compare your occupancy and RevPAR with a competitive set, with 100 meaning a fair share. No industry-wide benchmark exists because the index is relative to each hotel's own set.
Go ifHotels that subscribe to a competitive-set report and want to know if they are gaining share
Skip ifYou have no comp set data, because the index cannot be calculated without it
Why #5 over #6: It tells you whether you are winning share, which absolute KPIs cannot.
6
Hotel Direct Booking Share
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Answrs VerdictThe channel-mix KPI.
Formula: Bookings made directly with the hotel or brand divided by total bookingsEurope benchmark: Direct bookings were 51.3% and OTA bookings 29.9% of hotel bookings in 2025, across 2,713 hotels (HOTREC)Independent hotels: OTAs took 63.4% of independent hotel bookings in 2025 (Cloudbeds)IHG: Direct digital booking channels drove 26% of total room revenue in 2025
Direct booking share is the share of bookings made with the hotel or brand. HOTREC reported 51.3% direct in Europe in 2025, and IHG said direct digital channels drove 26% of room revenue.
Go ifOwners cutting commission cost and building guest data
Skip ifYour property depends on OTAs for demand in a new or remote market
Why #6 over #7: It shows channel cost exposure, which total revenue hides.
7
Hotel Booking Pace and Lead Time
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Answrs VerdictThe forward-demand KPI.
Formula: Rooms or revenue on the books today for a future date, compared with the same point last year; lead time is days between booking and arrivalHyatt group pace: About 96% or 97% of group rooms sold for 2026 and 55% to 60% booked for 2027, as of the July 30, 2026 callBooking window: The global average booking window was 32.15 days in 2025 (SiteMinder, over 140 million reservations)Independents: Travelers booked an average of 40 days ahead in 2025 (Cloudbeds)
Booking pace compares rooms on the books with the same point last year. Hyatt said 55% to 60% of 2027 group rooms were booked as of July 2026, and SiteMinder put the global booking window at 32.15 days.
Go ifRevenue managers setting rates and restrictions for dates still months away
Skip ifYou have no prior-year on-the-books data to compare against
Why #7 over #8: It looks forward, where the first six KPIs report what already happened.
8
Hotel Loyalty Member Share of Room Nights
Photo: Basile Morin / CC BY-SA 4.0 via Wikimedia Commons
Answrs VerdictThe repeat-guest KPI.
Formula: Room nights booked by loyalty members divided by total room nightsHyatt benchmark: Member stays were approximately 49% of system-wide room nights in 2025, versus approximately 47% for 2024 on the same methodIHG benchmark: 66% of room nights globally booked by IHG One Rewards members in 2025Program scale: Marriott Bonvoy grew to more than 295 million members at the end of Q2 2026; Hilton Honors has 270 million members
Loyalty member share is the share of room nights booked by members. Hyatt reported approximately 49% for 2025 and IHG reported 66%.
Go ifBrands and franchisees measuring repeat business and direct demand
Skip ifYou run an independent hotel with no program or member data
Why #8 over #9: It measures repeat guests, which direct booking share does not separate out.
9
Hotel Group and Segment RevPAR
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Answrs VerdictThe demand-mix KPI.
Formula: RevPAR calculated separately for group, leisure transient and business transient demandGroup: Hyatt group RevPAR rose more than 7% in Q2 2026, with group pace for U.S. full-service hotels up in the mid-single digitsLeisure transient: Hyatt leisure transient RevPAR rose approximately 7% in Q2 2026Business transient: Hyatt business transient RevPAR rose approximately 2% in the quarter
Segment RevPAR splits revenue by group and transient demand. Hyatt reported group RevPAR up more than 7%, leisure transient up approximately 7% and business transient up approximately 2% in Q2 2026.
Go ifFull-service and convention hotels balancing meetings business against transient guests
Skip ifYour hotel sells almost only to one segment
Why #9 over #10: It shows which guests are driving RevPAR, which the blended number hides.
10
Hotel Cancellation Rate
Photo: Missvain / CC BY 4.0 via Wikimedia Commons
Answrs VerdictThe booking-quality KPI.
Formula: Cancelled reservations divided by total reservationsGlobal benchmark: Cancellations fell to 19.15% in 2025 (SiteMinder, over 140 million reservations)By channel: Independent-hotel OTA bookings were cancelled at 21.8% versus 10.6% for direct bookings in 2025 (Cloudbeds)Chain-reported: No benchmark published in the sources cited
Cancellation rate is cancelled reservations divided by total reservations. SiteMinder reported 19.15% globally in 2025, and Cloudbeds found OTA cancellations at 21.8% versus 10.6% for direct bookings.
Go ifRevenue managers setting overbooking and cancellation policies
Skip ifYou only take prepaid, non-refundable bookings
How we ranked these
We ranked sales KPIs on how directly they show hotel revenue health and how clearly published sources define them, using CoStar's glossary and 2025 U.S. results, Hilton's Q3 2026 and Marriott's Q2 2026 earnings releases, Hyatt's 10-K and Q2 2026 call, IHG's annual report, HOTREC, Cloudbeds, SiteMinder, HotStats and CBRE. We cite a benchmark only where a source states one. Chain figures come from branded systems and Cloudbeds covers independents, so results differ by hotel type. Facts are taken from each maker's own published information; check the official site before you buy.
Questions people ask
What is the most important sales KPI for a hotel?
RevPAR is the headline sales KPI. CoStar reported U.S. RevPAR of $100.02 for full-year 2025, and Hilton reported system-wide RevPAR up 5.8% in Q3 2026.
What is a good hotel occupancy rate?
CoStar reported U.S. occupancy of 62.3% for 2025, while Hilton reported system-wide occupancy of 75.8% in Q3 2026. Chain figures run higher than the all-hotel U.S. average.
What does an RGI of 100 mean?
CoStar says an RGI of 100 means the hotel has its fair share of RevPAR compared with its competitive set; above 100 is more than its share and below 100 is less.
How many hotel bookings are direct?
HOTREC found direct bookings were 51.3% of European hotel bookings in 2025, versus 29.9% through OTAs. Cloudbeds found OTAs took 63.4% of independent hotel bookings.
Hotel occupancy rate, % of rooms available at a glance
U.S. hotels, full-year 2025 (CoStar)62.3 %
Hilton Asia Pacific, Q3 202671.9 %
Marriott U.S. & Canada, Q2 202674 %
Hilton system-wide, Q3 202675.8 %
Hilton U.S., Q3 202676.7 %
Hilton Europe, Q3 202681.9 %
Hotel occupancy rate, % of rooms available, as published by each maker. Picks without a published figure are left off.
