Our special industry deserves it's own special metrics (and vocabulary).
“We cannot improve what we cannot measure," is a popular small business mantra because it gives everyone on the team common metrics or benchmarks to measure.
Occupancy, revenue per property, profit per property…etc. These popular metrics connect directly to your profit line (the single most important metric of all!) and if you’re not semi-regularly checking in and benchmarking your work, you may drift and spiral out of control.
There are also less quantifiable metrics like “reviews,” upsells, The Golden Ratio (which I argue is the most important yet least measured metric of any independent vacation rental business)…these are all great metrics.
But THEN there are other activities that — while they cannot be quantified or connected to your bottom line nearly as conventionally — are equally IF NOT MORE valuable indicators of success.
+ In the NBA some analysts correlate the # of high-fives with winning percentage.
+ Personal trainers use the "Talk Test" to gauge the intensity of a workout.
What are some unconventional metrics vacation rental entrepreneurs could measure?
1. Questions Asked (That Have Previously Been Answered)
I like to think of anticipation as a superpower of hospitality: if you can predict what is going to happen, you can serve it up and charge good money. Oppositely, if you fail to anticipate, it can be extremely costly/taxing on your team.
And not to mention, answering “how to do X” or “where is Y” or “when is Z” over and over again can be energy-zapping and time-consuming.
The number of these (unnecessary questions) might be correlated with your information delivery (read The 4-Step Incoming Guest Nurture Sequence by
Nancy.) If you get a lot of questions that have been addressed in your listing, email confirmation, or attachments, your delivery could use improvement (whether simplifying, bundling, or time-release). If when guests arrive they know everything you want them to know, then the information delivery has been a success and the guest’s expectations are accurate.
Note: There are instances in which a question that has already been answered can be a good thing. If it gets you to…
2. Nonessential Conversations
You must be a people person to work in vacation rental hospitality (if you are not, the industry will drive you crazy).
Every time you flex your people skills, you form a relationship with a guest and as a result increase the value of your business increases.
Note: if you are reading this and you’re NOT in the vacation rental industry but you ARE a people person, you can find a great job in our sector. But I digress…
All vacation rental pros have conversations with guests about the basics (how to arrive and enjoy the property) but there is a certain unquantifiable power in the nonessential conversations in which you learn about your guest’s life (and they yours). These private little windows into each other’s lives won’t show up on any P&L statement but they are the things of 5-star reviews, repeat business, and lifelong friendships. That is a pretty damn good ROI.
3. Memories Created
In the latest podcast conversation with
Sibylle she talked about how this memory creation is a metric for her success in hospitality. “Did we help create a memory for this group that will last a lifetime?”
These “memories” can be found in reviews or more often in direct correspondence when a guest shares a particular moment of their stay with you and how special it was. These memories could be tallied and celebrated with an air horn or some kind of bell?
QUESTION FOR COMMUNITY
What are some other less-conventional metrics or indicators that show we're on the right (or wrong) path?
“We cannot improve what we cannot measure," is a popular small business mantra because it gives everyone on the team common metrics or benchmarks to measure.
Occupancy, revenue per property, profit per property…etc. These popular metrics connect directly to your profit line (the single most important metric of all!) and if you’re not semi-regularly checking in and benchmarking your work, you may drift and spiral out of control.
There are also less quantifiable metrics like “reviews,” upsells, The Golden Ratio (which I argue is the most important yet least measured metric of any independent vacation rental business)…these are all great metrics.
But THEN there are other activities that — while they cannot be quantified or connected to your bottom line nearly as conventionally — are equally IF NOT MORE valuable indicators of success.
+ In the NBA some analysts correlate the # of high-fives with winning percentage.
+ Personal trainers use the "Talk Test" to gauge the intensity of a workout.
What are some unconventional metrics vacation rental entrepreneurs could measure?
1. Questions Asked (That Have Previously Been Answered)
I like to think of anticipation as a superpower of hospitality: if you can predict what is going to happen, you can serve it up and charge good money. Oppositely, if you fail to anticipate, it can be extremely costly/taxing on your team.
And not to mention, answering “how to do X” or “where is Y” or “when is Z” over and over again can be energy-zapping and time-consuming.
The number of these (unnecessary questions) might be correlated with your information delivery (read The 4-Step Incoming Guest Nurture Sequence by

Note: There are instances in which a question that has already been answered can be a good thing. If it gets you to…
2. Nonessential Conversations
You must be a people person to work in vacation rental hospitality (if you are not, the industry will drive you crazy).
Every time you flex your people skills, you form a relationship with a guest and as a result increase the value of your business increases.
Note: if you are reading this and you’re NOT in the vacation rental industry but you ARE a people person, you can find a great job in our sector. But I digress…
All vacation rental pros have conversations with guests about the basics (how to arrive and enjoy the property) but there is a certain unquantifiable power in the nonessential conversations in which you learn about your guest’s life (and they yours). These private little windows into each other’s lives won’t show up on any P&L statement but they are the things of 5-star reviews, repeat business, and lifelong friendships. That is a pretty damn good ROI.
3. Memories Created
In the latest podcast conversation with

These “memories” can be found in reviews or more often in direct correspondence when a guest shares a particular moment of their stay with you and how special it was. These memories could be tallied and celebrated with an air horn or some kind of bell?
QUESTION FOR COMMUNITY
What are some other less-conventional metrics or indicators that show we're on the right (or wrong) path?
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