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