Commercial terms
ROAS means return on ad spend. It compares revenue attributed to advertising against the amount spent. A useful ROAS claim should state the attribution window, channels included, and whether revenue is booked, stayed, gross, or net.
RevPAR means revenue per available room. Hotels use it to understand how well room inventory converts into revenue, combining occupancy and average daily rate into one metric.
CPA means cost per acquisition. In hotel and local business contexts, it should be interpreted alongside booking value, cancellation risk, and margin.
OTA and advertising terms
OTA commission audit means reviewing OTA reservations, invoices, folios, cancellations, no-shows, and policy rules to identify commission errors or recovery opportunities.
OTA advertising means paid placement or sponsored visibility inside travel booking ecosystems such as Expedia, Booking.com, TripAdvisor, Google Hotel Ads, and metasearch environments.
AI campaign optimization means using performance signals to recommend or apply changes to bids, budgets, audiences, pacing, creative, and channel allocation.
Reputation and operating system terms
Reputation intelligence means turning guest or customer feedback into patterns that operations, revenue, support, and leadership can act on.
AI operating system means a software layer that connects workflows, data, automation, and decision support across multiple parts of a business instead of optimizing one isolated task.