· Business Intelligence · GenX eSolutions
Most travel dashboards show bookings over time, revenue over time, and a map. They are reassuring and they change almost no decisions. The reports that earn their build cost tend to be the less comfortable ones.
Margin by supplier, not revenue by supplier
Revenue by supplier tells you who you book most through. Margin by supplier, after payment costs, cancellation losses and the support burden, sometimes tells a different story — and occasionally identifies a high-volume supplier that is barely profitable.
Search-to-book by route and supplier
Aggregate conversion is close to useless because it averages over wildly different behaviour. Broken down by route and supplier, it surfaces specific problems: a supplier whose availability is frequently wrong, a route where your pricing is uncompetitive, a market where the checkout is failing.
Booking failure analysis
The most under-built report in travel. How often does a customer select a rate and fail to complete, and why — rate no longer available, payment declined, supplier timeout, validation error? Each cause has a different fix and a different owner, and without the breakdown you are guessing.
If you build one report this quarter, build this one. Booking failure is revenue you already earned the traffic for and then lost at the final step.
Agent production against credit exposure
For B2B businesses, production alone is misleading. An agent producing well against a credit limit they consistently exceed is a different commercial conversation from one producing the same volume within terms.
Cancellation patterns
Cancellation rate by supplier, product and lead time. Elevated cancellation on a particular supplier often indicates a content or availability accuracy problem rather than customer behaviour — and it is measurable well before it shows up in complaints.
A note on how these get used
A report that requires someone to remember to open it will not be opened. The ones that change behaviour are pushed — a weekly email, an alert when a metric crosses a threshold — rather than waiting in a dashboard nobody has bookmarked.