The issue is that there are no industry standards on how to look at customer-acquisition costs, or even what to include, Paul Mengacci, VP of finance and analytics at Prism Hotels & Resorts, said on a panel at the Hotel Data Conference.

“It becomes math: What do you include in acquisition costs? Ultimately it’s about how you get to that net (revenue per available room) number. People look at very different methods and metrics,” he said.

“Does the cost of acquisition stop at booking? You do have to look at labor and tech, and how you generate ROI in other areas. It opens a can of worms, but you have to look at it from multiple points … independently and then put them back together.”