Before you dive into hotel management, you need to master key indicators that will allow for better management. Thus, the capture rate is a specific indicator for selective collection that provides insights into the static data found in the hospitality industry. Indeed, it informs you about the exact number of guests staying and having breakfast at the hotel. While many people enjoy having their meals at hotels, some prefer nearby restaurants to limit their daily expenses. Here’s a brief overview of this data to help you better understand your business.
What is the calculation method for the capture rate?
You don’t need to be a genius to calculate the capture rate. You don’t have to be a math whiz to find the correct result. To calculate the attendance, you divide the number of guests having breakfast by the number of guests staying at the hotel. Then, you multiply the quotient by 100 to determine the capture rate, which you can express as a percentage. It’s quite a simple operation.
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The capture rate for most hotels hovers around 80%, although some disparities can be noted. However, the capture rate for establishments in urban areas and budget establishments is often below 80%. The uniqueness of the first case lies in the fact that there are many places nearby where guests can find a less expensive meal. In this case, they prefer to leave the establishment to enjoy a cheaper breakfast. As for the second case, guests are discouraged by the hotel’s very high pricing. Therefore, they prefer not to take advantage of its offers. Guests with a limited budget like to have their breakfast elsewhere rather than being served at the establishment. The capture rate of establishments located in areas where competition is less fierce often exceeds the 80% threshold. These areas lack cafes, bakeries, or restaurants. Thus, guests coming from elsewhere cannot afford the luxury of going far to find food. Lacking options, they are therefore compelled to have their breakfast at the hotel, regardless of its cost.
How to track the statistical follow-up?
You can track the evolution of the capture rate in 3 ways. First, there is weekly tracking. This tracking does not require you to consider all 7 days of the week. Indeed, the number of guests residing in your hotel varies depending on the time of the week. For example, from Sunday to Tuesday morning, a significant difference can be observed compared to other days. Next, the second method of tracking involves customer segmentation. There is a significant gap between business clients and the rest of the clientele. Avoid mixing them. Finally, the third method is more or less adapted to distribution channels. Guests who book through virtual platforms may have different habits than those who make direct reservations.
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