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    Rosewood Excel

    Uploaded by

    Joël Ramzan
    The document compares the customer lifetime value (CLV) of guests with and without a corporate branding program. For guests without corporate branding, the net present value (NPV) of CLV is $378.49. For guests with corporate branding, the NPV of CLV is higher at $462.70. Both calculations use a retention factor of 16.67% without branding and 21.67% with branding, and a discount factor of 8%.

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    © All Rights Reserved
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    Rosewood Excel

    Uploaded by

    Joël Ramzan
    147 views8 pages
    The document compares the customer lifetime value (CLV) of guests with and without a corporate branding program. For guests without corporate branding, the net present value (NPV) of CLV is $378.49. For guests with corporate branding, the NPV of CLV is higher at $462.70. Both calculations use a retention factor of 16.67% without branding and 21.67% with branding, and a discount factor of 8%.

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    Rosewood excel

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    The document compares the customer lifetime value (CLV) of guests with and without a corporate branding program. For guests without corporate branding, the net present value (NPV) of CLV is $378.49. For guests with corporate branding, the NPV of CLV is higher at $462.70. Both calculations use a retention factor of 16.67% without branding and 21.67% with branding, and a discount factor of 8%.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    147 views8 pages

    Rosewood Excel

    Uploaded by

    Joël Ramzan
    The document compares the customer lifetime value (CLV) of guests with and without a corporate branding program. For guests without corporate branding, the net present value (NPV) of CLV is $378.49. For guests with corporate branding, the NPV of CLV is higher at $462.70. Both calculations use a retention factor of 16.67% without branding and 21.67% with branding, and a discount factor of 8%.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    of 8

    years

    gross profit per guest


    acquisiion expense per new guest
    marketing expense per guest
    net profit per guest

    Retention factor
    discount factor

    21.67%
    8%

    CLV nieuwe situatie

    Years
    gross profit per guest
    acquisition expense per guest
    marketing expense per guest
    net profit per guest
    retention factor
    discount factor

    With corporate branding


    Year

    16.67%
    8%

    2003

    Number of Nights per Stay


    Number of Stays per guest (assuming they are retained)
    Revenue Per Night
    Revenue per Customer
    Gross Profit per Customer
    Less Cost to Acquire Customer
    Less Annual Marketing Cost per Customer
    Cash Flow from Customer if Retained
    Probability of Being Retained
    Expected Cash Flow from Customer
    Discount Factor
    NPV of Expected Cash Flow from Customer
    Total NPV of CLTV

    -$150.00
    138.7

    1
    -$150.00
    1
    -$150.00
    $462.70

    Without corporate branding:

    Year
    2003
    Number of Nights per Stay
    Number of Stays per guest (assuming they are retained)
    Revenue Per Night
    Revenue per Customer
    Gross Profit per Customer
    Less Cost to Acquire Customer
    Less Annual Marketing Cost per Customer
    Cash Flow from Customer if Retained
    Probability of Being Retained
    Expected Cash Flow from Customer
    Discount Factor
    NPV of Expected Cash Flow from Customer
    Total NPV of CLTV
    retention factor: 16,67%
    discount factor: 8%

    -$150.00
    -$150.00
    1
    -$150.00
    1
    -$150.00
    $378.49

    0
    480
    150
    137.15
    192.85

    1
    508.80

    2
    539.33

    3
    571.69

    4
    605.99

    141.26
    367.54

    145.50
    393.83

    149.87
    421.82

    154.36
    451.63

    340.31

    337.64

    334.85

    331.96

    91.26

    459.79

    492.68

    527.70

    564.99

    0
    480
    150
    130.00
    200.00

    1
    508.80
    154.50
    133.90
    220.40

    2
    539.33
    159.14
    137.92
    242.28

    3
    571.69
    163.91
    142.05
    265.72

    4
    605.99
    168.83
    146.32
    290.85

    204.07

    207.71

    210.94

    213.78

    106.13

    127.36

    150.32

    175.11

    86.50
    2004

    2005

    2006

    2007

    2008

    2009

    2
    1.3
    $795.00
    $2,067.00
    $661.44

    2
    1.3
    $842.70
    $2,191.02
    $701.13

    2
    1.3
    $893.26
    $2,322.48
    $743.19

    2
    1.3
    $946.86
    $2,461.84
    $787.79

    2
    1.3
    $1,003.67
    $2,609.54
    $835.05

    2
    1.3
    $1,063.89
    $2,766.11
    $885.16

    $142.86
    $518.58

    $147.15
    $553.98

    $151.56
    $591.63

    $156.11
    $631.68

    $160.79
    $674.26

    $165.62
    $719.54

    1
    $518.58

    0.22
    $121.88

    0.04696
    $27.78

    0.01018
    $6.43

    0.0022
    $1.48

    0.00048
    $0.35

    1.08

    1.166

    1.26

    1.36

    1.469

    1.587

    $480.17

    $104.52

    $22.05

    $4.73

    $1.01

    $0.22

    2004

    2005

    2006

    2007

    2008

    2009

    2
    1.2
    $795.00
    $1,908.00
    $610.56

    2
    1.2
    $842.70
    $2,022.48
    $647.19

    2
    1.2
    $893.26
    $2,143.83
    $686.03

    2
    1.2
    $946.86
    $2,272.46
    $727.19

    2
    1.2
    $1,003.67
    $2,408.81
    $770.82

    2
    1.2
    $1,063.89
    $2,553.33
    $817.07

    -$133.90
    $476.66

    -$137.92
    $509.28

    -$142.05
    $543.97

    -$146.32
    $580.87

    -$150.71
    $620.11

    -$155.23
    $661.84

    1
    $476.66

    0.1667
    $84.90

    0.027789
    $15.12

    0.00463
    $2.69

    0.00077
    $0.48

    0.000128
    $0.09

    1.08

    1.166

    1.26

    1.36

    1.469

    1.587

    $441.35

    $72.78

    $12.00

    $1.98

    $0.33

    $0.05

    5
    642.35

    6
    680.89

    158.99
    483.35

    163.76
    517.12

    328.96

    325.88

    604.68

    646.93

    5
    642.35
    173.89
    150.71
    317.75

    6
    680.89
    179.11
    155.23
    346.55

    216.26

    218.39

    201.86

    230.70

    Kolom1

    Without corporate branding:


    Year
    Number of Nights per Stay
    Number of Stays per guest (assuming they are retained)
    Revenue Per Night
    Revenue per Customer
    Gross Profit per Customer
    Less Cost to Acquire Customer
    Less Annual Marketing Cost per Customer
    Cash Flow from Customer if Retained
    Probability of Being Retained
    Expected Cash Flow from Customer
    Discount Factor
    NPV of Expected Cash Flow from Customer
    Total NPV of CLTV
    retention factor: 16,67%
    discount factor: 8%

    2003

    $ -150.00
    $ -150.00
    1
    $ -150.00
    1
    $ -150.00
    $ 378.49

    With corporate branding


    Year
    Number of Nights per Stay
    Number of Stays per guest (assuming they are retained)
    Revenue Per Night
    Revenue per Customer
    Gross Profit per Customer
    Less Cost to Acquire Customer
    Less Annual Marketing Cost per Customer
    Cash Flow from Customer if Retained
    Probability of Being Retained
    Expected Cash Flow from Customer
    Discount Factor
    NPV of Expected Cash Flow from Customer
    Total NPV of CLTV
    retention factor: 21,67%
    discount factor: 8%

    2003

    $ -150.00
    $ 138.70

    1
    $ -150.00
    1
    $ -150.00
    $ 462.70

    2004
    2005
    2006
    2007
    2008
    2009
    2
    2
    2
    2
    2
    2
    1.2
    1.2
    1.2
    1.2
    1.2
    1.2
    $
    795.00 $
    842.70 $
    893.26 $
    946.86 $ 1,003.67 $ 1,063.89
    $ 1,908.00 $ 2,022.48 $ 2,143.83 $ 2,272.46 $ 2,408.81 $ 2,553.33
    $ 610.56 $ 647.19 $ 686.03 $ 727.19 $ 770.82 $ 817.07
    $
    $

    -133.90 $
    476.66 $

    1
    476.66 $
    1.08

    441.35 $

    -137.92 $
    509.28 $

    -142.05 $
    543.97 $

    -146.32 $
    580.87 $

    -150.71 $
    620.11 $

    0.1667
    0.027789
    84.90 $
    15.12 $

    0.00463
    2.69 $

    0.00077
    0.000128
    0.48 $
    0.09

    1.166
    72.78 $

    1.26
    12.00 $

    1.36
    1.98 $

    -155.23
    661.84

    1.469

    1.587

    0.33 $

    0.05

    2004
    2005
    2006
    2007
    2008
    2009
    2
    2
    2
    2
    2
    2
    1.3
    1.3
    1.3
    1.3
    1.3
    1.3
    $
    795.00 $
    842.70 $
    893.26 $
    946.86 $ 1,003.67 $ 1,063.89
    $ 2,067.00 $ 2,191.02 $ 2,322.48 $ 2,461.84 $ 2,609.54 $ 2,766.11
    $ 661.44 $ 701.13 $ 743.19 $ 787.79 $ 835.05 $ 885.16
    $
    $

    142.86 $
    518.58 $

    147.15 $
    553.98 $

    151.56 $
    591.63 $

    156.11 $
    631.68 $

    160.79 $
    674.26 $

    1
    518.58 $

    0.22
    121.88 $

    0.04696
    27.78 $

    0.01018
    6.43 $

    0.0022
    1.48 $

    1.08

    1.166

    1.26

    104.52 $

    22.05 $

    480.17 $

    1.36
    4.73 $

    165.62
    719.54
    0.00048
    0.35

    1.469

    1.587

    1.01 $

    0.22

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