Hotel repeat stay rate and the usual gap between stays
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a lakeside lodge group with three properties. It matches stays from the PMS to one guest record, across direct and OTA bookings.
- Guests who stayed last year: 18,400
- Booked another stay within 12 months: 4,600. Repeat stay rate = 4,600 ÷ 18,400 × 100 = 25%.
- Median gap between stays: 11 months
What the data shows
A quarter of guests come back, and most return around the same time each year.
What it means
Guests treat the lodge as an annual trip. Reaching them about two months before their usual stay catches them while they are still planning.
What to do
Send each past guest a rebooking email nine months after their last stay, with their preferred room type.
Want me to build the rebooking audience for next month?
Repeat stay rate formula
Why it matters
Repeat guests cost less to win and often spend more on property. Knowing what share of guests come back, and how long they wait between stays, shows how loyal your guest base really is and tells you when to reach each guest before they start planning their next trip.
Frequently asked questions
How do you calculate a hotel's repeat stay rate?
Take the guests who stayed in a period, such as last year, and count how many booked another stay within the following 12 months. Divide the repeat guests by the total and multiply by 100. Match guests across booking channels first, or OTA repeats will be missed.
Why measure the gap between hotel stays?
The gap shows when each guest is likely to plan their next trip. Contacting them shortly before that point lands while they are deciding, instead of months too early or after they have booked somewhere else.
How can hotels increase repeat stays?
Remember what each guest liked, such as room type or dining, and invite them back before their usual booking window with a reason to return. Direct-booking perks and a smooth first stay do more for repeat visits than discounts sent to everyone.