Page 6 - Revenue Strategy
P. 6
Closed to Arrival (CTA)
What is It?
• A system function and strategy used to halt or “close” incoming
reservations on the CRS (Central Reservation System) for a
specific date.
Why is it Important?
• It allows your property to only accept reservations as needed or
desired.
• It allows a guest to book through the targeted date building
demand on surrounding dates (Shoulder Dates).
How Does It Impact Your Business?
• It can help drive revenue on shoulder dates building a forced
extended reservation while driving increased revenue.
• If a CTA has little or no increased demand surrounding the
targeted date, a CTA can decrease potential Revenue from the
lack of sellout for a Higher Demand period.
