Intelligence – Destination Explorer

• As a premium report in the DestiMetrics product line, the Destination Explorer requires participation in a DestiMetrics reporting program.
• Destination Explorer resides within Inntopia's Marketing Cloud Insight portal; however, a Marketing Cloud account is not required to purchase or access.
• Upon purchase of the Destination Explorer tool, users are assigned individual login permissions.

For more information, contact Inntopia Partner Services or visit Inntopia.com.

The following terms are commonly used within the Destination Explorer.

• Winter Season – DestiMetrics identifies the winter season as November 1 – April 30.
• Summer Season – DestiMetrics identifies the summer season as May 1 – October 31.
• Room Nights Available (RNA) – Total number of rooms available for short-term rental either for paid or unpaid use.
• Room Nights Booked (RNB) – Total number of nights that are reserved for each date, including all occupied room nights (whether paid or not).
• Occupancy – Percentage value calculated by Room Nights Booked divided by Room Nights Available.

  Tip: It is important to not compare your performance by occupancy alone because it is derived from room nights available and room nights booked. Due to fluctuations in inventory, occupancy rates can vary and over-inflate your occupancy. For example, if a destination (or property) has 1000 units, and 500 units were sold, occupancy is 50%. However, for 800 units available with 500 sold, occupancy increases to 63%, even though the same number of rooms were sold.

• Actualized Fill – The additional (now historic) occupancy that has filled in since the previous report.
• Absolute Difference – Difference between occupancy for the base year and the most recent year against which it’s being compared. For example, if occupancy in 2021 was 80% and in 2022 it was 90%, the absolute difference is 10%.

  Current period amount – Prior Period amount

• % Var (Percent variance) – The proportional change between occupancy for the base year and the previous year. For example, if occupancy in 2021 was 80% and in 2022 it was 90%, the variance is 13%.

  (Current period amount – Prior Period amount) / Prior period amount

  Note: This number can be misleading during times of low occupancy. For example, if in 2021, occupancy was 10% and in 2022 it was 15%, the % variance will be 50%, but it’s an absolute increase of 5%. For a full understanding of this value, view in tandem with the Absolute Difference.

• Incremental Fill – Additional occupancy that has been made for a particular data point since the previous report.
• Base Year – The year against which the values for prior years are compared. Determined by the year of the As of Date filter selection. For example, if 2022 is the base year, the previous year is 2021. If the base year is 2023, the previous year is 2022. The charts within the Destination Explorer are dynamic and calculate according to the base year.
• Historic Actual – Last year's finalized occupancy.
• KPI – Key Performance Indicator

The Daily Occupancy Report (DOR) is is an interactive dashboard showing various aspects of your destination's daily occupancy.

You can interact with the dashboard in multiple ways:

• To view more detailed information by date, interact with the chart data.
• To view the per-day data as a table, right click anywhere in the chart.
• To highlight specific data sets, click on legend items. To reset the chart back to its original display, click again.
• To increase or decrease the date range of the chart, use the slider along the bottom of the chart.
• To move the date range displayed, grab the selected focus on the slider. For example, you can focus the view of the chart to show February 2023 and March 2023 to see specific differences per day.

  

The Daily Occupancy Report (DOR) displays six months of data into the future.

• Data is best viewed using the larger Focus Mode format.
• Data can be displayed in a table format.
• Because day of week is more indicative of consumer behavior, all base- and previous-year DOR data are aligned by day of week. For example, Saturday, February 4, 2023, is aligned with Saturday, February 5, 2022.

Show Me DOR Legend Definitions

• % Occupancy Change (Black bars) – Percentage of occupancy change between the current year and the previous year.
  • Downward bars indicate that the previous year occupancy (red line) performed better than the current year occupancy (blue line). (Red line is above the blue line).
  • Upward bars indicate that the current year occupancy (blue line) is performing better than the previous year (red line). (Blue line is above the red line).
• Occupancy (Blue line) – Represents current occupancy as of the date selected in the As of Date filter.
• Previous Year Occupancy (Red line) – Represents the prior year’s occupancy based on the As of Date for the previous year (for example, as of 11/30/2021). This shows where you were as of that date last year and how much occupancy you had on-the-books for the next six months as of this same time last year.
• % Occupancy Change Last Period (Pink line) – Represents the occupancy change percentage for the previous data submission period (past 15 or 30 days, depending on your destination’s submission schedule). The pink line shows where the black bars were the last time the report was previously populated, allowing you to see pacing.
• Historical Actual (Grey line) – Represents where occupancy finalized last year and shows how much more, if any, you need to sell to match last year's pace.
• On the Books: MM/DD/YYYY (Vertical Dotted Orange line) – Represents the on-the-books As of Date. This defaults to the current period and updates when a different As of Date filter is selected. The data to the left of the dotted line is the destination’s historical data. The shaded area to the right of the dotted line is what is on the books as of the date displayed.

The Key Performance Indicators (KPIs) at the bottom of the Explore and Season View tabs and the left side of the Property tab vary depending on the data selected and default to the entire scope of the report.

Note: KPI data is based on the As of Date filter. If the selected As of Date is a mid-month date, the data represents the first 15 days of the selected month. If the selected date is an end-of-month date, the data represents the entire month.

• To view the KPIs for a particular date, click on the date's corresponding dot on the chart.

  

• To view the KPIs for an aggregate of multiple dates, use your mouse to highlight a date range.

  

  The KPI will update to include those dates you’ve selected.

  

Show Me KPI Data Definitions

Explore and Season View KPIs

LeftBox

• Base Yr (Large Number) – Absolute aggregate total (positive or negative) for the selected date or date range and Calculation filter (Occupancy, RNA, RNB).
• Goal (Prior Yr) – Absolute aggregate for the comparative year (on-the-books, historic actual, or combined). Comparative year is the most recent prior year selected in the Include filter.
• % Change – Percentage variance of current year vs comparative year.

Right Box

• Absolute % of base year selected date range and the historic actual total for the same date range.

  For example, if historic actual RNB was 100 and you currently have 90 you’re at 90% of total. If you currently have 105 then you’re at 105% of total.

Property KPIs

Top Box

• Actualized Fill for Occupancy –

  • Actualized Fill – Net additions of bookings since the last report that are now actualized.
  • Abs Diff – Difference between occupancy for the base year and the most recent year against which it’s being compared.
  • % Var – The proportional change between occupancy for the base year and the previous year.

Middle Box

• Property Base Year – Absolute aggregate total (positive or negative) for the selected date or date range and Calculation filter (Occupancy, RNA, RNB).
  • Goal – Absolute aggregate for the comparative year (on-the-books, historic actual, or combined).
  • % Change – Percentage variance of current year vs comparative year. Comparative year is the most recent prior year selected in the Include filter.

Bottom Box

• Property Calc % of Goal – This number shows how close the property is to meeting or exceeding the Calculation from this time in the prior year. For example, since our example property is showing 72.37% occupancy for the current year, the property is 97% of the way there to achieving the 79.47% occupancy rate from the prior year.

• Destination – The Destination data set you want to view.
• As of Date – The date that corresponds to the reporting period you want to view. This period also corresponds to when the data was submitted to DestiMetrics and determines the Base Year for year-over-year comparisons.
• Calculation – The type of occupancy data you want to compare.
• Include – The years and historical data you want to include in your data set. You can choose to view the current year with multiple prior year data sets, providing you more relevant comparisons.

1. Log into Inntopia Marketing Cloud.
2. From the left menu, click Intelligence. The Intelligence menu expands.
3. From the Intelligence menu, click Destination Explorer. The Destination Explorer appears with the Destination tab open and showing Daily Occupancy Report (DOR) data as of the most recent data submission period.

   

4. Click the Explore tab.

   The Occupancy chart appears with a default view that includes data for the Base Year (current year) {blue line}, the subsequent Prior Year {red line}, Historical Actual {grey line}, Pacing {pink line}, and Industry Wide {green line}.

   

5. If you have properties in multiple destinations, from the Destination filter, select the destination whose data you want to view.

   To view data for a combination of multiple destinations, press the Ctrl or Command key on your keyboard as you select destinations. The default view for accounts with multiple destinations is All which is an aggregate of those destinations.

   To clear the selected destination, right click on the Destination drop-down list and from the menu, click Clear Selections.

   Note: You can access only the destination(s) for which you submit data. If you are a corporate subscriber, you will only see your own destinations.

6. In the As of Date filter, select the as-of date for which you want to view bookings. By default, the most recent data submission period is selected.
7. In the Calculation filter, select how you want to view the data:
   • Occupancy – Percentage value calculated by Room Nights Booked divided by Room Nights Available for the selected As of Date.
   • Room Nights Available – Total number of rooms available for short-term rental either for paid or unpaid use for the selected As of Date. Also known as inventory.
   • Room Nights Booked – Total number of nights that are reserved for each date, including all occupied room nights (revenue generating or not) for the selected As of Date. Also known as bookings.
8. In the Include filter, select years and historical data to include in the data set. By default, the Base Year, Prior Year, Historical Actual, and Pacing are selected. Select one or more from the following:
   • Base Year – The year against which occupancy data is compared to prior years. Determined by the year of the As of Date filter selection.
   • Prior Years (1 – 5) – Years preceding the Base Year. For example, if the selected Base Year is 2024, the Prior Year is 2023, and the Prior 2nd Year is 2022, and so forth.
   • Historical Actual – The finalized occupancy data for the most recent prior year selected. If you select multiple years, you will NOT see multiple historic actual data sets.
   • Pacing –The percent change depicting the difference between base year and prior year as of the preceding reporting period.
   • Industry Wide – An aggregation of all properties included in Inntopia's Mountain West destinations.

   Tip: The Include filter allows you to display a current season with multiple prior-year data sets, providing more relevant comparisons.

You can view details of occupancy metrics, such as Key Performance Indicators (KPI), for a specific day or month based on the years and calculations selected within the filters.

1. For basic information about a specific date, hover your mouse over a line corresponding to the date and type of information you want to view (current, historical, pacing, etc.). A pop-up box appears showing the date and the value of the selected calculation.

   

2. Hover your mouse pointer over the date's corresponding dot and right-click. From the menu that appears, click Drill through and then click KPI.

   

   The Detailed Data for <Date> page appears with multiple sections detailing room nights available, room nights booked, occupancy change, etc.

   

   To return to the main screen, click the Arrow icon.

3. To view data from a wider perspective:
   1. From the Occupancy chart dashboard icons, click Drill Up.

      

      The chart displays a wider view (next level up) for the chosen filters. The below example shows a monthly-level view of the data.

      

   2. For a detailed and expanded view of data for a month, right-click on a dot on the chart for a month, and from the menu, click Drill through and then click KPI.

      The Detailed Data page appears showing the aggregate occupancy and occupancy percent change year-over-year for the selected month.

      

   3. To return to the main screen, click the Arrow icon .
4. To view in a table format, right-click anywhere on the chart and, from the menu, click Show as a table.

   

   A new screen appears showing both the Occupancy line chart and its data represented in table format.

   

   To return to the previous page, click Back to report.

   To clear any filters you have selected, refresh your browser.

5. Key Performance Indicators (KPIs) are shown at the bottom of the Occupancy report and default to the entire scope of the report.

   

   1.  To view the KPIs for the selected destination, click on a dot for a particular date. The KPIs update to reflect data for that specific date.

      

   2. To deselect a date, click on the report again.

• Destination – The Destination data set you want to view.
• Season – The activity season you want to view. Summer Season is defined as May 1st through October 31st. Winter Season is defined as November 1st through April 30th.
• Calculation – The type of occupancy data you want to compare.
• Include – The seasons and historical data you want to include in your data set. You can choose to view the current season with multiple prior year data sets, providing you more relevant comparisons.

1. Log into Inntopia Marketing Cloud.
2. From the left menu, click Intelligence. The Intelligence menu expands.
3. From the Intelligence menu, click Destination Explorer. The Destination Explorer appears with the Destination tab open and showing Daily Occupancy Report (DOR) data as of the most recent data submission period.

   

4. Click the Season View tab.

   The Occupancy chart appears with a default view that includes data for the Base Year (current season) {blue line}, the subsequent Prior Year (season) {red line}, Historical Actual {grey line}, Pacing {pink line}, and Industry Wide {green line}.

   

5. If you have properties in multiple destinations, from the Destination filter, select the destination whose data you want to view.

   To view data for a combination of multiple destinations, press the Ctrl or Command key on your keyboard as you select destinations. The default view for accounts with multiple destinations is All which is an aggregate of those destinations.

   To clear the selected destination, right click on the Destination drop-down list and from the menu, click Clear Selections.

   Note: You can access only the destination(s) for which you submit data. If you are a corporate subscriber, you will only see your own destinations.

6. In the Season filter, select the season to display.

   

   Data for the selected season, the previous year’s season, the historical actual, and pacing appears.

   

7. In the Calculation filter, select how you want to view the data:
   • Occupancy – Percentage value calculated by Room Nights Booked divided by Room Nights Available for the selected As of Date.
   • Room Nights Available – Total number of rooms available for short-term rental either for paid or unpaid use for the selected As of Date. Also known as inventory.
   • Room Nights Booked – Total number of nights that are reserved for each date, including all occupied room nights (revenue generating or not) for the selected As of Date. Also known as bookings.
8. In the Include filter, select seasons and historical data to include in the data set. By default, the Base Year (season), Prior Year(season), Historical Actual, and Pacing are selected. Select one or more from the following:
   • Base Year – The season against which occupancy data is compared to prior seasons. Determined by the year of the As of Date filter selection.
   • Prior Years (1 – 5) – Years preceding the Base Year. For example, if the selected Base Year is 2024, the Prior Year is 2023, and the Prior 2nd Year is 2022, and so forth.
   • Historical Actual – The finalized occupancy data for the most recent prior year selected. If you select multiple years, you will NOT see multiple historic actual data sets.
   • Pacing –The percent change depicting the difference between base year and prior year as of the preceding reporting period.
   • Industry Wide – An aggregation of all properties included in Inntopia's Mountain West destinations.

   Tip: The Include filter allows you to display a current season with multiple prior-year data sets, providing more relevant comparisons.

You can view details of occupancy metrics, such as Key Performance Indicators (KPI), for a specific day or month based on the years and calculations selected within the filters.

1. For basic information about a specific date, hover your mouse over a line corresponding to the date and type of information you want to view (current, historical, pacing, etc.). A pop-up box appears showing the date and the value of the selected calculation.

   

2. Hover your mouse pointer over the date's corresponding dot and right-click. From the menu that appears, click Drill through and then click KPI.

   

   The Detailed Data for <Date> page appears with multiple sections detailing room nights available, room nights booked, occupancy change, etc.

   

   To return to the main screen, click the Arrow icon.

3. To view data from a wider perspective:
   1. From the Occupancy chart dashboard icons, click Drill Up.

      

      The chart displays a wider view (next level up) for the chosen filters. The below example shows a monthly-level view of the data.

      

   2. For a detailed and expanded view of data for a month, right-click on a dot on the chart for a month, and from the menu, click Drill through and then click KPI.

      The Detailed Data page appears showing the aggregate occupancy and occupancy percent change year-over-year for the selected month.

      

   3. To return to the main screen, click the Arrow icon .
4. To view in a table format, right-click anywhere on the chart and, from the menu, click Show as a table.

   

   A new screen appears showing both the Occupancy line chart and its data represented in table format.

   

   To return to the previous page, click Back to report.

   To clear any filters you have selected, refresh your browser.

5. Key Performance Indicators (KPIs) are shown at the bottom of the Occupancy report and default to the entire scope of the report.

   

   1.  To view the KPIs for the selected destination, click on a dot for a particular date. The KPIs update to reflect data for that specific date.

      

   2. To deselect a date, click on the report again.

1. Log into Inntopia Marketing Cloud.
2. From the left menu, click Intelligence. The Intelligence menu expands.
3. From the Intelligence menu, click Destination Explorer. The Destination Explorer appears with the Destination tab open and showing Daily Occupancy Report (DOR) data as of the most recent data submission period.

   

4. Click the Property tab.

   The Property screen appears with information divided into three sections displaying default data:

   • Top chart – Comparison of the Destination and Property Base Years (current year) occupancy data.
   • Lower chart – Property Base Year and Event occupancy data by date. This chart shows actual daily occupancy percentage, as well as occupancy variances shown in grey shading. The shading represents the minimum and maximum occupancy percentages ever recorded for a specific date. The larger the grey shading for a specific day, the larger the historical variance in visitation is for that day.
   • KPI Data – Property KPI data and corresponding smart narrative are visible on the left side of the screen.

   

5. If you have properties in multiple destinations, from the Destination filter, select the destination whose data you want to view.

   To view data for a combination of multiple destinations, press the Ctrl or Command key on your keyboard as you select destinations. The default view for accounts with multiple destinations is All which is an aggregate of those destinations.

   To clear the selected destination, right click on the Destination drop-down list and from the menu, click Clear Selections.

   Note: You can access only the destination(s) for which you submit data. If you are a corporate subscriber, you will only see your own destinations.

6. If you have multiple properties within your selected destination, from the Property filter, select the property whose data you want to view.
7. In the As of Date filter, select the as-of date for which you want to view bookings. By default, the most recent data submission period is selected.
8. In the Calculation filter, select how you want to view the data:
   • Occupancy – Percentage value calculated by Room Nights Booked divided by Room Nights Available for the selected As of Date.
   • Room Nights Available – Total number of rooms available for short-term rental either for paid or unpaid use for the selected As of Date. Also known as inventory.
   • Room Nights Booked – Total number of nights that are reserved for each date, including all occupied room nights (revenue generating or not) for the selected As of Date. Also known as bookings.

You can view details of occupancy metrics, such as Key Performance Indicators (KPI), for a specific day or month based on the years and calculations selected within the filters.

1. For basic information about a specific date, hover your mouse over a line corresponding to the date and type of information you want to view (current, historical, pacing, etc.). A pop-up box appears showing the date and the value of the selected calculation.

   

2. Hover your mouse pointer over the date's corresponding dot and right-click. From the menu that appears, click Drill through and then click KPI.

   

   The Detailed Data for <Month> page appears with multiple sections detailing room nights available, room nights booked, occupancy change, etc.

   

   To return to the main screen, click the Arrow icon.

3. To view data from a wider perspective:
4. To view detailed Property Base Year and Event by Date data, hover your mouse over a date in the lower chart. A pop-up box appears showing the following information:
   • Property Base Year – The year against which your property's occupancy data is compared to prior years. Determined by the year of the As of Date filter selection.
   • Expected Value – Actual, or true, occupancy percentage for your property for the selected date.
   • Expected Min Value – Minimum occupancy percentage ever recorded for your property for the selected date.
   • Expected Max Value – Maximum occupancy percentage ever recorded for your property for the selected date.

     

5. To view in a table format, right-click anywhere on the chart and, from the menu, click Show as a table.

   

   A new screen appears showing both the Occupancy line chart and its data represented in table format.

   

   To return to the previous page, click Back to report.

   To clear any filters you have selected, refresh your browser.

6. Key Performance Indicators (KPIs) are shown to the left of the Occupancy report and default to the entire scope of the report.

   

   1.  To view the KPIs for the selected destination or property, click on a dot for a particular date. The KPIs update to reflect data for that specific date.

   2. To deselect a date, click on the report again.