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Introduction

CPResorts has spent a considerable amount of money on promoting the Forster resort as an upmarket complex appealing to families. This report will address the main indicators of whether the resort has been successful in its promotion include the types of customers at CPResorts Forster with analysis of their income, age and size of booking group, the length of stay and expenditure of each customer per day. This report will also address whether CPResorts has been successful in meeting their own key performance indicators (KPIs) stated in the internal business report. The analysis will be taken with a sample of 200 observations of group bookings over the last twelve months, varying in group size, into the resort. The analysis will utilise descriptive statistics and hypothesis testing. This analysis will assume that the distribution is normal for the sample data given.

Analysis of Performance Indicators


Num ber of People per Booking Group 6 People; 10% 5 People; 10% 2 People; 34% 2 People 3 People 4 People 5 People 4 People; 34% 3 People; 12% 6 People

Figure 1: Number of People per Booking Group

Families have been attracted into the resort, as seen in the sample in figure one, 66% of the bookings had number of people per booking group as greater than two. This suggests that 66% of bookings came from families, if we assume groups greater than two people are families. This evidence is further reinforced by an observable positive relationship (correlation) between age of the person making the booking and the number of people in the booking group i.e. the older the person making the booking, the more people in the booking group. This piece of statistical evidence suggests that people are bringing their families into the resort.
Age of People Booking
40 35 30 Frequency 25 20 15 10 5 0 Age
75 M or e 20 25 30 35 40 45 50 55 60 65 70

Furthermore the analysis revealed a positive correlation between age and length of stay (older the person making the booking the longer the length of stay) and therefore a positive correlation between age, income and expenditure.
Figure 2: Ages of Person Booking

The average age of the person making the group booking is 47.67 years old; further illustrated by figure two which suggests that the person making the booking was more likely to be for family and extended family and less likely to be young people booking with a group of friends. This demonstrates that the firm has been relatively successful in attracting families to the resort. The types of customers attracted into the resort have been relatively wealthy families, as the average income of the customer is 0.69, as they were classified as family income is greater than $60,000 1 or family income lass than $60,000 represented by 0. This would suggest that 69%, an overwhelming majority of the group bookings are from relatively wealthy families with incomes greater than $60,000. Therefore CPResorts has been successful in fulfilling its objective of the majority of the customers being from a high income family creating an upmarket feel. Amount Spent by each Customer per day Above Accommodation Costs
50 40 Frequency 30 20 10 0 40 50 60 70 80 90 100 110 Amount Spent by each Customer per day 120 130 More

Figure 3: Amount Spent by each Customer per Day

The expenditure analysis of the average customer was done with data on expenditure per person per day rather than looking at group expenditure per day. This action was taken, as it would not have been possible to accurately compare group expenditure above accommodation when the length and size of different groups varied. The mean expenditure of a single person above accommodation costs was $74.43, suggesting quite a high average daily expenditure per person per day on top of accommodation costs. The range was $85.79, median $68 and a standard deviation of 22.89 suggesting some variation in daily expenditure, however, this variation was not extremely large with those descriptive statistic results.

Key Performance Indicators (KPIs) Statistical Analysis At least 50% of their customers stay for a full week (i.e. Seven Nights)
The sample size given to DECS was a sample size of 200; this sample size is large enough for DECS to assume that the sample is normally distributed and utilise the Central Limit Theorem. This analysis has taken into account the large sample size and statisticians have used appropriate statistical measures to calculate and test the population proportion in the sample rather than simply sample testing. The two hypothesis set by DECS were:

H0 : p = 0.5 H1 : p > 0.5

As this was regarded as a standard problem and hence required a 5% significance level. Therefore the rejection region is:

Z > Z = Z0.05 = 1.645


In the sample given 102 out of total number of 200 stayed for the full week. The sample proportion was:

x 102 = = = 0.51 n 200

z=

= 0.51 0.5 = 0.282842712 (1)/ n 0.5(1 0.5)/ 200

P (Z > 0.283) = 0.5 0.1103 = 0.3897 Since the P Value is greater than the 5% significance level and falls within our rejection region. Hence we do not reject the null hypothesis H0.This statistical analysis has demonstrated that CPResorts has been successful in meeting the key performance indicator that At least 50% of their customers stay for a full week (i.e. Seven Nights as stated in their business plan.

The average customer spends at least $260 per day in excess of accommodation costs.
The report above has analysed spending per person per day and found that an average daily spending in excess of accommodation costs was $74.43. DECs determined that this measure of key performance indicator should be done with the assumption that per customer is not per person, but the customer is the person who made the booking. This KPI would be most appropriately tested through hypothesis testing with the null hypothesis and alternative hypothesis being:

H0 : = $260 H1 : > $260


Keeping the significance level consistent with our previous hypothesis testing method:

Z > Z = Z0.05 = 1.645


The standard deviation of the sample is 46.4684 and a mean of $236.7469.

Z=

X 260 236.7469 260 = = 7.07682 46.4684 n 200

Z = -7.07682 < Z = 1.645


Since Z is less than Z therefore the null hypothesis was rejected and concludes that the average spending was less than $260 per person. Therefore DECs has concluded that CPResorts has not met its second Key Performance Indicators.

Executive Summary
This report utilised the data provided of 200 recent bookings over the last 12 months and was able to conclude that the types of customers attracted to the resort has been from an older demographic with 88% of the person making the booking being over the age of 40. Customers commonly came in either groups of two or four, with 64% being in those categories, whilst 66% of bookings were for groups greater than two in size suggesting families. There was a positive correlation with age, income, group size and expenditure and would be in CPResorts best interest to market to an older, high income demographic, if the firm wishes to achieve its second key performance indicator. The Key Performance Indicators were measured with Central Limit Theorem, Hypothesis Testing and in particular testing the population proportion with the sample proportion. The resort has been Able to Meet its First Key Performance Indicator with more than 50% of the customers staying the full week from the sample statistic and taking into consideration population proportion. The resort has been Unable to Meet its Second Key Performance Indicator of each customer spending at least $260 per day in the resort, even with the assumption that the customer was defined as only the person making the booking. The average spending per customer per day was $236.74 and the amount is $74.43 if it was calculated as per person per day. Therefore the data for measure the second key performance indicator needs to be clarified and recorded in another format in future testing.