What is No-show?
A no-show is a guest with a reservation who never arrives at the hotel and does not cancel.
When a guest no-shows, the room stays empty for that night and the sale is lost. That is why hotels guarantee reservations with a credit card or prepayment and state a no-show fee (usually the first night's charge) in their cancellation policy.
Tracking the no-show rate helps the hotel decide whether to overbook to a limited extent on peak dates.