MARA Helps Imlauer Hotels Turn Guest Reviews Into Operational Action

Mannheim, Germany / July 26, 2026 / Hotel Tech Report Newswire / — MARA Solutions, the AI-powered reputation management platform for hotel groups, today shared how Imlauer Hotels is using MARA to connect guest reviews directly to daily hotel operations across its five properties in Austria.

Imlauer Hotels is a family-run hotel group with five properties across Salzburg, Vienna, and Styria, representing around 560 rooms in total. The group previously managed reviews through another reputation tool, but much of the process remained manual. Each hotel manager handled reviews for their own property, while one person managed reviews across the group’s restaurants.

The switch to MARA came after Imlauer compared the platform with other tools on the market. “When we compared it to other tools, there was a lot more functionality for the price,” said Johannes Rott, Hotel Director at Imlauer Hotels.

Today, Imlauer uses MARA to automate much of its review response process. MARA’s autopilot handles three to five star reviews automatically, allowing the team to focus personal attention on the rare one or two star reviews that require more context. According to Rott, “The review automation AI is so well trained that about 99 percent of the answers come back perfect.”

Beyond review responses, Imlauer uses guest feedback data to recognise and coach staff. Because MARA is connected to Mews, reviews can be linked back to the reservation behind each stay. This helps the team understand which employees were involved in the guest journey and identify team members who are mentioned positively in reviews. Every quarter, employees with three or more positive mentions receive a gift card, and at the company’s annual party, the most-mentioned employees across the group are recognized in front of the wider team.

“These are all impacts you can take out of a single tool like MARA,” said Rott. “And it’s easy to get your data out of there.”

Imlauer also uses review data to support operational and investment decisions. Guest feedback is discussed in weekly revenue meetings, where review scores are treated as a business indicator alongside commercial performance. Patterns in reviews, such as recurring comments about soundproofing or door quality, give the team evidence to bring to ownership when requesting investment.

“That’s the proof,” said Rott. “If you go to the owner and say we need to invest in something, because we have the data from the customer side, it makes it a bit easier to get the investment.”

More recently, Imlauer has also started using MARA’s Service Ticket AI through its integration with Mews and Flexkeeping. The feature scans incoming guest reviews for maintenance and housekeeping issues, then creates a structured ticket automatically, including the room number from the connected PMS. For Imlauer, this removes the need for someone to manually read each review, identify the issue, cross-check the reservation, and log a ticket in Flexkeeping.

“We have been really, really surprised and happy about the connection from MARA to Flexkeeping,” said Rott. “There’s nobody in the morning who needs to read through reviews and log them into Flexkeeping for maintenance anymore.”

The Imlauer Hotels story reflects a wider shift in reputation management for hotel groups. Reviews are no longer only a channel for guest communication. With the right integrations, guest feedback can become a source of operational intelligence, helping hotel teams identify recurring issues, recognise strong staff performance, and route problems to the right teams automatically.

MARA Solutions also recently launched its AI Research Assistant, a product extension that lets hotel teams build custom guest feedback reports in plain language and deliver them automatically to the right stakeholders. The launch expanded MARA’s role from review response automation into deeper guest feedback intelligence for hotel groups.

The full Imlauer Hotels customer story is available on the MARA Solutions website:

https://www.mara-solutions.com/post/how-imlauer-hotels-connects-guest-reviews-to-hotel-operations