A no-show is a reservation that simply does not turn up. Unlike a cancellation, there is no notice, so the property often cannot resell the room. How a no-show is charged depends on the cancellation policy attached to the booking — a non-refundable rate or a held card may recover the night, a fully flexible one may not.
No-shows are part of the cost of doing business, but they are manageable: clear terms, a held or pre-paid card, and a confirmation that reminds the guest of the booking all reduce them.
Why it matters for direct booking
Taking a card payment or deposit on a direct booking — with Book & pay — gives you a way to handle no-shows on your own terms, rather than relying on an OTA's rules. It is one reason the payment options on your direct channel matter.