LockTrip Reports a 48% Increase in Booking Volumes for December 2024
Welcome to LockTrip’s booking report for December 2024! Last month was a strong one, posting strong results for key metrics such as the booking volume (+48% YoY) and core bookings (+38%). Let’s dive into the report!
Note: Cancelled bookings are not included in our reports.
Room-Nights Booked
A total of 1,075 room-nights were booked through the LockTrip.com marketplace in December, marking a slight decrease over the same month last year. This was mainly due to the pause of marketing campaigns as the holiday season tends to underperform in terms of efficiency.
Booking Volume (EUR)
Looking at the booking volume for the month, a new strong performance of 220,000 EUR was achieved due to a high average booking value, resulting in a growth rate of 48% year over year.
Share of New Lead Bookings
“New Lead Bookings” are defined as placed within 30 days after registration. Thus measuring the contribution of newly acquired users to the total performance.
Dropping to 34% in the month of December, the temporary pause in marketing campaigns is clearly reflected.
Core Bookings
“Core Bookings” are defined as bookings that are made by users with at least six months of membership history.
This metric helps us identify the long-term booking trends and cumulative potential of the existing user base. By focusing only on older accounts, we are able to filter out the short-term volatility arising from marketing campaigns and other factors.
Core bookings in December continued on a strong trajectory, growing by 38% over the same period of last year. This again confirms that the slower performance in the number of room-nights originated from the tempoarily throttled marketing activities, as opposed to the core user base.
Most Booked Countries
Looking at the destination breakdown, the US was the most popular country by a wide maring reaching almost 150 room-nights. Another surprise entry is Canada, capturing the 4th spot in a rare occasion. That being said, Europe continues to dominate by making up 6 of the top 10 countries.
New Referrals
“New Referrals” are defined as users who are assigned to a LockTrip affiliate and verified their email address.
Referral acitvity (which includes influencer campaigns) has seen a slowdown in December due to the holiday season.
New Verified Users
Despite the throttling of the marketing campaings, we still saw more than 6,000 new members joining the LockTrip family, which makes it a remarkably strong outcome.
Total Verified Users
As a result, the total number of verified users on the marketplace surpassed 190,000.
Monthly Unique Paying Users
“Unique Paying Users” is defined as the number of users who made at least one booking during the month (excluding cancellations).
341 unique customers made bookings in December, marking a strong performance in a usually slow month.
Year over year, the number of unique paying users increased by 11%.
Total Unique Paying Users
Looking at the broader picture, we surpassed 6,500 unique paying users on the marketplace for the first time!
That’s it for the month! The next report is scheduled for February.
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