ADR (Average Daily Rate) and ADR (Total) both measure your revenue per occupied night, but they tell different stories about your earnings.
📊 ADR
What It Measures
ADR calculates your average accommodation (unit revenue) only per occupied room night.
ADR = Unit Revenue (Nightly) / Guest Nights
What's Included
- Unit revenue
- Rent accommodations only
What's NOT Included
- ❌ Fees (Cleaning fees, Service fees, Pet fees, Resort fees, etc.)
- ❌ Taxes
- ❌ Extra guest charges
- ❌ Other add-ons
Example
Cleaning fee: $75
Service fee: $25
Taxes: $50
Total paid by guest: $600
ADR = $450 Unit Revenue ÷ 3 nights = $150 per night
💰 ADR (Total)
What It Measures
ADR (Total) calculates your complete revenue per occupied room night—everything the guest pays.
ADR (Total) = Total Revenue (Nightly) / Guest Nights
What's Included
- ✅ Unit revenue
- ✅ Fees (Cleaning fees, Service fees, Pet fees, Resort fees, etc.)
- ✅ Extra guest charges
- ✅ All other fees and charges
Example
Cleaning fee: $75
Service fee: $25
Pet fee: $50
Total paid by guest: $600
ADR (Total) = $600 total revenue ÷ 3 nights = $200 per night
🎯 Why Both Metrics Matter
Use ADR when:
- Comparing base pricing across properties or markets
- Evaluating your nightly rate strategy independent of fees
- Benchmarking against industry standards that use accommodation-only ADR
- Analyzing pricing trends over time
- Setting competitive base rates
Use ADR (Total) when:
- Understanding your true revenue per occupied night
- Calculating actual profitability and margins
- Making financial decisions about property investments
- Comparing complete revenue performance across your portfolio
- Presenting total earnings to stakeholders or investors
- Evaluating the impact of your entire fee structure
💡 Real-World Scenarios
Scenario 1: Revenue Analysis
Question: "How much am I really earning per occupied night?"
Answer: Use ADR (Total) = $225
This shows you're earning $225 per night after accounting for all fees and charges—not just the $175 base rate.
Scenario 2: Competitive Pricing
Question: "Are my nightly rates competitive with similar properties in my market with Direct data?"
Answer: Use ADR (Standard) = $175
This lets you compare your base accommodation rate apples-to-apples with competitors, without the noise of different fee structures.
Scenario 3: Fee Impact Assessment
Question: "How much additional revenue do my fees generate per booking?"
Answer: Compare both metrics side-by-side. The Pacing Detail report (chart/graph) or Leaderboard report (table) in your dashboard make this easy!
ADR (Total) - ADR = $225 - $175 = Difference of $50 per night
Your fees add an extra $50 in revenue per occupied night beyond your base accommodations.
Scenario 4: Profit Margin Calculation
Question: "What are my average profit margins per paid guest night?"
Answer: Use ADR (Total) = $225
Subtract your operating costs from $225 (total revenue per night) to get your true profit margin.
🧮 Quick Reference Guide
When You See the Difference
| Metric | Shows You | Best For |
|---|---|---|
| ADR | Base accommodation pricing power | Pricing strategy, market comparison |
| ADR (Total) | Complete revenue per occupied night | Financial analysis, profitability |
|
The gap |
How much your fees contribute | Fee optimization, revenue strategy |
✅ Key Takeaways
- ADR measures your accommodation revenue only
- ADR (Total) measures everything your guests pay, inclusive of fees
- Both metrics are valuable for different business decisions
- The difference between them shows how much your fees contribute to revenue
- Use ADR for pricing strategy and Direct-data market comparison
- Use ADR (Total) for financial planning and profitability analysis
- Track both over time to understand your complete revenue performance
Think of it this way:
- ADR = What you charge for accommodations only
- ADR (Total) = What you actually earn per night overall
Both tell important stories about your business. ADR helps you compete on pricing. ADR (Total) helps you understand your true financial performance.