Every booking carries a precious piece of information almost nobody uses: how far in advance it was made. This figure — lead time, or booking window — tells you when your guests make their decision. And therefore when you need to be found.
In this article we look at how to read your hotel's booking lead time and use it to plan marketing, offers and pricing.
What market data says
Industry reports, such as SiteMinder's Hotel Booking Trends, show that average lead time varies greatly between markets and periods. For some 2026 holidays, for example, average lead time in major European markets shortened by a few days compared with the year before, while Italy recorded growth in Easter bookings. The message is clear: averages change, and your guests have their own rhythm. Your data matters more than averages.
How to calculate your lead time
- Export the last 12–24 months of bookings from your PMS with booking date, arrival date, channel, guest type (if available) and value.
- Calculate the days in advance for each (arrival − booking).
- Group by arrival month and channel.
- Look at the distribution: how many bookings come in more than 90 days ahead, 30–90, 7–30, under 7.
A spreadsheet is enough. The result may surprise you.
What you'll discover (typical examples)
- families booking summer beach holidays book months ahead;
- couples booking weekends often book a few weeks before;
- business travellers book a few days ahead;
- long-haul international guests book much earlier;
- direct and OTA channels may have different lead times.
How to use it for marketing
The campaign calendar
Concentrate advertising and communication in the period when most guests book that type of stay. See campaigns for seasonal hotels: when to start and when to cut spend.
The newsletter calendar
Write to past guests before their usual booking window: if families book July in February, the newsletter goes out in January.
"Book early" offers
If a large share of guests books well ahead, reward them with dedicated conditions (better price, perk, non-refundable rate). It gives you cash flow and predictability.
Last-minute actions
If some periods book close to arrival, don't panic if you're half empty a month out: compare with the same point last year. See how to sell rooms still available at the last minute.
How to use it for pricing
Lead time combined with booking pace (pickup) helps you decide when to raise or hold prices:
- if 90 days before arrival you're well ahead of last year, you can probably raise the price;
- if you're in line, hold;
- if you're behind, check the cause first. See bookings down on last year: which data to compare.
Deep dive: when to raise room rates and when to wait.
A table to fill in
| Arrival month | % bookings 90+ days | 30–90 days | 7–30 days | under 7 days | When to promote |
|---|---|---|---|---|---|
| June | |||||
| July | |||||
| August | |||||
| September |
Frequently asked questions
Does lead time change every year?
It can, including because of external factors. That's why it's worth recalculating at least once a year and comparing seasons.
Do OTAs have different lead times from direct?
Often, yes: some channels are stronger last minute, others for early bookings. Look at them separately.
Can I influence lead time?
Partly: "book early" offers, early communication to past guests and flexible cancellation terms encourage people to book sooner.
Want to know when your guests book?
With our free marketing audit we analyse your booking data and give you a marketing and pricing calendar based on your guests' real behaviour.
Sources: SiteMinder Hotel Booking Trends 2026.
