Villa Marketers Diagnostic
See What Your Vacation Rental Could Be Earning Beyond the OTAs.
Most calculators in this industry add up platform fees, call the total lost revenue, and hope nobody checks the arithmetic. This one does not. It separates what distribution actually costs you today from what owned demand could add, caps every new dollar against nights you genuinely have left to sell, and shows you exactly where each figure came from.
Every figure on this page carries one of these labels. Nothing is presented as fact when it is an assumption, and nothing is assumed when you have not told us.
Nothing calculated yet
What this model still needs from you
No stand-in result is shown, because a number built on values you never supplied is worse than no number at all.
- ·Trailing-12-month booked revenue, or ADR and booked nights
- ·Booked nights, or occupancy plus ADR
- ·Channel mix that reconciles to 100%
Step 1
Last twelve months
Gross booking revenue across every channel, before platform fees.
The most direct measurement you have. If you also enter occupancy and the two disagree, this one wins and you will be told.
Only needed when booked nights is blank.
Blank is fine when revenue and nights are both supplied. If all three are given and they disagree, revenue over nights is used and the gap is shown to you.
Nights you took off the market: personal stays, maintenance, long holds. This is the single input that decides how much empty capacity you really have.
Converts incremental guests into nights so capacity is never double-allocated.
Step 2
Where the revenue comes from
The four shares have to reconcile to 100% before anything is calculated. Nothing is estimated on your behalf here.
Step 3
Fees you actually pay
Two of these start from what the platforms publish, with the exact qualification the publisher gives. Two are Villa Marketers modeled defaults and are labelled as such. None of them is a claim about your effective rate. Overwrite any of them and the label changes to your data.
Vrbo describes its pay-per-booking option as a 5% commission plus a 3% payment-processing fee. Annual-subscription listings, property-management-software connections and certain regions are treated differently, so this 8% total is a starting point rather than your rate.
Vrbo Help - how the booking fee is calculatedVerified Aug 7, 2026
Airbnb states that under the single-fee (host-only) structure most hosts pay 15.5%, that the remaining hosts typically pay between 14% and 16%, and that the rate is 16% for listings in Brazil and Mexico. The structure is mandatory for certain hosts, including those connected through property-management or channel-management software, hosts in certain countries, and traditional hospitality listings. It does not apply to every host, so confirm your own rate.
Airbnb Help Centre - service feesAirbnb Resource Centre - simplifying service feesVerified Aug 7, 2026
Villa Marketers modeled default for Booking.com and niche channels. It is not taken from a publisher schedule and it is not a benchmark. Replace it with the rate you actually pay.
No publisher schedule cited, because none applies. Villa Marketers modeled default only.
Modeled at roughly 2.9% plus a fixed per-transaction fee, which is a common card-processing range. Your processor, card mix and country will move it. Overwrite it with your effective rate.
No publisher schedule cited, because none applies. Villa Marketers modeled default only.
Step 4
Past guests and investment
The total size of the list you can legitimately email today, not a monthly figure. Blank leaves both past-guest modules out entirely; a confirmed 0 is treated as real data.
Leave blank and no return figure is claimed. Enter 0 only if you genuinely spend nothing.
Counted once, in year one only.
Context, not math
Tell JAiNE who this is for
Entirely optional, and none of it touches a single calculation. It only changes how specifically JAiNE can talk about your operation. Anything our systems already know about your site is shown as discovered intelligence and kept clearly separate from what you typed.
Used so JAiNE can talk about your operation by name. Never used in any calculation.
Where your inventory sits. Context for interpretation only.
If our systems already know this site, JAiNE can draw on that. Nothing is invented when they do not.
Helps JAiNE reason about what is operationally realistic. Never changes the math.
A model is a starting point. Your calendar is the argument.
We have been marketing vacation rentals since 2005, and the gap between what a model says and what an operation can execute is where the money is either made or quietly lost. Send us the scenario you just built and we will tell you which parts of it your market, your inventory and your channel mix will actually support.
No email is required to use the calculator or to see your results.
Methodology
How this model is built
Distribution cost is reported as current context only and is never counted as opportunity. Bookings that move from a platform to your own path contribute margin only, because the night and the guest already existed. Repeat guests who would have returned regardless contribute margin only. The only components counted as new revenue are guests you retain who would otherwise have been lost and travellers who arrive through owned demand, and both are capped by nights that are genuinely available.
Payment processing on direct revenue is applied exactly once. Costs are subtracted exactly once. No night is allocated to two modules. Rate and branding uplift is excluded entirely, because there is no defensible way to attribute it causally.
Published platform rates are used as clearly labelled starting points, never as a claim about your effective rate. Overwrite them with what you actually pay and the model treats them as your data from that point on.
Go deeper
Where to go next
Questions operators ask about this model
What is the Owned Revenue Opportunity?
It is the annual figure this model produces from your own numbers: the margin you would keep by moving existing bookings onto your own booking path, plus the new revenue that owned channels could add within the nights you actually have left to sell. It is a scenario model, not a forecast.
Is this a forecast or a guarantee?
Neither. It is a diagnostic. It shows what the arithmetic supports under assumptions you can see and edit, and it stops calculating wherever you have not supplied data.
Why are OTA fees not counted as lost revenue?
Because they are not lost revenue. They are the cost of acquisition and distribution through someone else's audience, and that audience produces real bookings. This model reports distribution cost separately and only counts the margin on the portion of business that plausibly moves direct.
What happens if I leave a field blank?
The module that depends on it is switched off and labelled as missing. Nothing is invented on your behalf. A blank is treated as unknown; a typed zero is treated as a confirmed value and is used as real data.
Can it model an operator who is already one hundred percent direct?
Yes. Margin recovery collapses to zero because there are no platform fees to recover, and the model reports only the owned-demand opportunity against your unsold nights.
What happens when the calendar is already full?
New revenue goes to zero, because there are no nights left to sell. Margin recovery can still exist if part of your revenue arrives through the platforms. That is the correct answer, and most calculators get it wrong.
Why is there no return-on-investment figure?
Because return cannot be claimed without a cost. Enter your marketing investment and the return, net and break-even figures appear. Leave it blank and the model refuses to assert a return.
What is evidence-backed mode for?
It replaces annual averages with twelve months of actuals, so incremental nights are valued at the rate that month actually achieved. February capacity can never be used to serve July demand. It requires every field to be present before it will produce presentation-grade output.
Where does owned demand come from?
Search, answer-engine visibility, content and social, email and past guests, referrals, and direct brand discovery. The model does not attribute the opportunity to a single channel; it bounds it by capacity.