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How to identify top-selling destinations ?

Understanding which destinations generate the most bookings helps Tour Operators (TOs) optimize their offerings, improve marketing strategies, and negotiate better supplier agreements. KOOB provides detailed booking data, allowing you to track the most popular cities based on confirmed reservations.

✅ Identify top-performing destinations based on confirmed bookings
✅ Compare trends over different time periods to adjust sales strategies
✅ Optimize DMC partnerships by focusing on high-demand locations
✅ Improve marketing efforts by promoting trending destinations

🚀 Objective: Learn how to extract and analyze data in KOOB to determine the most booked destinations and refine business strategies accordingly.

 

Extract booking data for destination analysis 📥

To identify your top-selling destinations, start by exporting your full booking history:

  • Go to Client Folders

 

  • Click “Extract to CSV” (top right)

  • Use the booking period filter to select a timeframe (e.g., monthly, quarterly, yearly) 

  • Open the report in Excel or Google Sheets for further analysis

 

💡 Tip: Extract multiple time periods to compare trends year over year or across seasons.

 

Key data fields to track top destinations 🔍

Once the report is open, use these fields to analyze destination trends:

Data Field Description
📌 City Indicates the destination of the hotel or experience
🏨 Hotel / Experience Name Helps identify top-selling products in each city
📌 Status Filter to include only Confirmed bookings
📆 Booked On See when bookings were made (to assess lead time)
📆 Start At / Check-in Understand when travel happens and detect seasonality
💰 Selling Price TO Analyze which cities generate the most revenue

📌 Example: A TO discovers that Bangkok and Phuket consistently top the list every quarter, driving 60% of total confirmed bookings.

💡 Tip: Use filters to focus on confirmed bookings and eliminate canceled or pending ones.

 

Rank the most booked destinations 🏆

Once your data is filtered:

  • Sort or group by City

  • Count the number of bookings per city using a pivot table

  • Compare booking volume or revenue by city

  • Rank cities to identify your top-selling destinations

📌 Example: A TO sees that bookings to Bali increased by 25% over the previous quarter — a signal to strengthen marketing there.

💡 Tip: Cross-check booking volume with revenue to spot high-value destinations, not just high-volume ones.

 

 

Analyze destination performance over time 📈

To find out when your top destinations perform best and to track seasonality or long-term trends:

  • Use the Check-in column (already included in KOOB’s CSV extract)

  • In Excel, group or filter by month using the Check-in date

  • In a Pivot Table:

    • Rows → City

    • Columns → Month (based on Check-in)

    • Values → Booking count or total revenue (Selling Price TO)

This allows you to:

  • Detect seasonal peaks or dips in demand

  • Compare monthly performance across destinations

  • Prioritize Free Sale allotments or promotions based on real demand

📌 Example: You see that bookings for Siem Reap peak in February and August. This helps you secure early allotments or adjust marketing pushes accordingly.

💡 You can also use the Booking Day column to analyze how far in advance clients book each destination.

 

Use destination data to drive your strategy 🎯

Once you’ve identified your top destinations:

✅ Prioritize high-performing cities when negotiating rates or allotments
✅ Target marketing campaigns to destinations showing an upward trend
✅ Diversify or adjust pricing in underperforming destinations
✅ Match product development to trending travel patterns

📌 Examples

  • Seeing rising demand in Siem Reap, a TO negotiates new experience packages and boosts availability with their DMC partner.
  • You see that bookings for Bali grew by 30% from 2023 to 2024 — an opportunity to expand your offer there.

💡 Tips

  • Reassess products in destinations with declining trends — consider alternate DMCs, updated visuals, or new experiences.
  • Cross-analyze with product types (experiences, hotels, trips) to refine what drives performance in each location.

 

Takeaways

✅ Export your bookings with City and Country fields to track destination trends
✅ Use pivot tables to rank destinations by booking count and revenue
✅ Filter out canceled/refused bookings to focus on real performance
✅ Analyze seasonality using Travel Month columns and graphs
✅ Track destination growth over time with year-on-year comparisons

FAQ

How do I find my top-selling cities?
📍 Use a pivot table with “City” as the row and count confirmed bookings.

Can I track which countries generate the most revenue?
💰 Yes. Group by “Country” and sum the “Total Price” column.

How do I detect seasonality for each destination?
📅 Group bookings by check-in month and compare volume over time.

Should I include canceled bookings in my analysis?
🚫 No. Focus only on confirmed bookings to get accurate destination performance.

Can I link destination trends with DMCs?
🔗 Yes! Add “Partner Name” as a pivot column to see which DMCs perform well in each destination.

 

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📌 Need help? Visit the KOOB Knowledge Base or contact KOOB Support 🚀