Lighthouse Quick Takes - How market dynamics impact direct booking conversion

In this Lighthouse Quick Take, Blake explores how market dynamics influence direct booking conversion using Lighthouse data from calendar year 2025. The analysis compares two US markets, New York City and Denver, to show how differences in traveler intent, market structure and pricing environment shape direct channel performance.

While New York City hotels see more visitors engaging with booking engines, Denver hotels convert a higher share of those searches into completed direct bookings. Blake explains what this gap reveals about demand behavior and why direct conversion benchmarks should always be evaluated in market context.