ROSEWOOD HOTELS CLTV

 Essay in ROSEWOOD ACCOMMODATIONS CLTV

ROSEWOOD HOTELS: CLIENT LIFETIME

VALUE (CLTV) EVALUATION

The calculations below verifies that when following a corporate branding/strategy could be good for Rosewood resorts.

ROSEWOOD ACCOMMODATIONS & AREAS:

CUSTOMER LIFE TIME VALUE (CLTV) ANALYSIS

With no

Rosewood

Personalisation

Total number of unique Guests

With Rosewood

Corporate

Branding

115, 1000. 00

121, 000. 00

$750

$750

2

a couple of

32%

32%

1 . 2

1 . a few

Average Promoting expense per guest (system-wide)

$130

$138. 70

Normal new customer acquisition (system wide)

$150

$150

19, 169

twenty four, 920

5750

11500

8%

8%

of sixteen. 67%

21. 70%

Common gross Earnings Guest

$576

$624

CLV Calculation With no Corporate Company strategy

2003

2004

Common daily Dedicate

Number of days common guest every stay

Typical gross margin per space

Average range of visits each year per customer

Total number of repeat guests (s)

of which: Total number of multi-property stay guests

Discount Rate

Common Guest Preservation Rate (f)

# of Nights per stay

a couple of

# of Stays every guest

1 . 2

Earnings per Night

$795

Revenue per Customer

$1, 908

Gross Profit every customer

$610. 60

Price to acquire consumer

$150

Marketing cost every customer

Income retained consumer

133. on the lookout for

($150)

476. 66

you

1

Percentage probability of retention

Anticipated Cash flow via customer

Discount factor

NPV of cash circulation

NPV of CLTV

CLV Calculation With Corporate Manufacturer strategy

0

($150)

476. 66

one particular

0. 926

($150)

441. 35

$378. 49

2003

2004

# of Evenings per stay

2

# of Stays per customer

1 . several

Revenue every night

$795

income per Consumer

$2, 067

Gross Profit per consumer

$661. 45

Cost to obtain customer

$150

Marketing price per client

$133. 90

Additional Advertising Cost per customer

$8. 96

Income retained client

$518. fifty eight

Percentage probability of retention

1

you

Expected Earnings from...


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