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What happened after the booking in 2023? The baseline year reveals where revenue leaked, and which channel was already the biggest culprit.
On average, 2.8% of tickets were refunded in 2023, representing over 157,000 tickets and more than €3.2 million in lost revenue. Add the 5% of tickets that went completely unused, and the opportunity cost is clear from the baseline year.
The pattern was already established in 2023: while APIs drove just 14% of total bookings, they accounted for 33.7% of all refunds which is over a third. Group tickets carried the highest refund rate of any category at 7.4%, more than double the adult rate. This baseline informed the tighter cancellation strategies recommended in later years.
Explore the interactive charts showing refund patterns across months, channels, and passenger categories.
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This is just a preview. The full 2023 State of HOHO report establishes the refund baseline by month, channel, and passenger category, used as comparison in later reports.
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