01
Revenue per occupied room
Spend that never happened because calling reception felt rude.
Most in-room revenue is lost to friction, not to price. A guest who would happily pay for a second bottle of wine will not pick up the phone at 23:40 to ask for one. A menu already open on their own phone removes the decision to bother somebody.
How you measure it
Incremental in-room revenue ÷ occupied room-nights, pilot floor against a comparable floor.
