You probably know which is your most sold destination, but which one is most requested, and when and how? Being able to trace the requests and booking attempts from all your sales channels will give you a greater understanding of your real demand.
Even if you are a wholesaler, a tour operator, an airline or an OTA, the only way to optimize your distribution is by understanding the performance, demand, offer, searches, requests, and everything that is going on in all your channels.
Are your suppliers complying with your SLAs? Is your inventory large enough in specific destinations and dates? Analyzing the offers you show for each request may help you understand why you are converting or not in a book.