Revenue Impact shows your Impact Score and Chance for Improvement as an estimated amount of money instead of rating points. This way you can see not only what guests are talking about, but also roughly what a topic is worth to your revenue. That makes it easier to compare an issue, such as worn mattresses, with the cost of fixing it.

If you are not yet familiar with the Impact Score and Chance for Improvement, read Understanding Your MARA Insights first.

MARA first estimates the annual room revenue of your property from the inputs you provide. It then converts the rating points of a topic into money, using the price effect per point.

Formula:

Chance for Improvement is converted the same way: its points are multiplied by the price effect per point and your annual revenue.

Example:

With an Impact Score of 0.06 points for housekeeping:

With a Chance for Improvement of 0.17 points for housekeeping:

This means addressing the negative housekeeping feedback represents a potential revenue opportunity of roughly €65,000 per year.

The price effect per point describes how much more revenue a property can earn when its rating improves by one point on a 5-point scale.

Where the default comes from:

A study by the Cornell Center for Hospitality Research found that a hotel whose review score rises by one point on a 5-point scale can raise its price by 11.2% while keeping the same occupancy (Chris K. Anderson, The Impact of Social Media on Lodging Performance, 2012).

MARA uses a more conservative default of 9%. You can adjust this value for each property between 1% and 20%, for example if your own data or market suggests a different effect.

The extra revenue does not have to come from a higher ADR. A better rating can also help you sell more rooms at the same price.

Go to Settings > Properties > Revenue Impact Input. The table shows one row per property with these inputs:

Fill with AI

Click the Fill with AI icon in a property row to have MARA suggest values. MARA looks up the number of rooms and the ADR on the web and sets occupancy to a default of 70%. Please review the suggested values and replace them with your own figures where you have them, since your actual numbers give the most accurate result.

Import from Excel

To fill in many properties at once:

Revenue Impact is available in Review Insights and the Group Overview. Use the toggle to switch the Impact Score and Chance for Improvement from rating points to Revenue Impact.

Good to know:

The AI Research Assistant now also has access to your Revenue Impact data. You can ask it to frame findings and recommendations in revenue terms, for example which topics represent the biggest revenue opportunity for your property.