Академический Документы
Профессиональный Документы
Культура Документы
Total number of unique guests Average daily spend Number of days average guests stays Average gross margin per room Average number of visits per year per guest Average marketing expense per guest Average new guest acquisition expense Total number of repeat guests Total number of multi-property stay guests Average guest retention rate Average gross profit per guest
$1,003.67 $1,063.89
$2,067.00 $2,191.02 $2,322.48 $2,461.83 $2,609.54 $2,766.11 661.44 701.12 743.19 787.78 835.05 885.16
Discount factor NPV of Expected Cash Flow from Customer Total NPV of CLTV
$1.08 $480.17
$1.17 $102.92
$1.26 $22.05
$1.36 $4.72
$1.47 $1.01
$1.59 $0.22
Increase in CLTV per customer of new Marketing Plan $82.60 Multiplied by # of Customers to obtain increase in profit of Rosewood from new brand strategy $94,98,542 Divided by 32% gross margin to obtain increase in Revenue of Rosewood from new brand strategy $2,96,82,943
Customer loyalty was property specefic. Generally, high end luxury users were predominant for high end brands. As in case of The Carlyle, one third of its 179 rooms were booked by private owners. CRS was the tool to gather customer database. Through this it was possible to keep a note of customer preferences. Creation of global, flexible data warehouse for all the hotels. This would enable them to maintain records and service their loyal cutomers in the same manner globally. Their target market could be frequent travelers, business associates.
OTHER ALTERNATIVES
The brands such as Turtle Creek and Carlyle should add the brand name Rosewood as a suffix. Managerial staff must incorporate the changes very vigilantly so as not to damage the uniqueness of a well-known brand. The specialty and ethnicity could be maintained of individual hotels, but a few standardizations in styles and accessories could be made so that the brand name and uniqueness would coexist. It must consider placing its advertisement on travel magazines Educating customers about their list of hotels and frequent stay programs internally through catalogues placed in rooms.
THANK YOU