Inputs Growth Rate Sourcce Total Number of Unique Guests 115,000 115,000 Exhibit 8 Average Daily Spend $750.00 $750.00 Exhibit 8 Number of Days Average Guest Stays per Stay 2.0 2.0 Exhibit 8 Average Gross Margin per Room 32% 32% Exhibit 8 Average Number of Visits per Year per Guest 1.2 1.3 Exhibit 8 Average Marketing Expense per Guest (system-wide) $130.00 $138.70 Exhibit 8 Average New Guest Acquisition Expense (system-wide) $150.00 $150.00 Exhibit 8 Total Number of Repeat Guests 19,169 24,919 of which: Total Number of Multi-property Stay Guests 5,750 11,500 Page 6 Additional Costs Required per annum Page 5 Discount Rate 8% 8% Exhibit 8 Average Guest Retention Rate 16.67% 21.67% Average Gross Profit per Guest $ 576.00 $ 624.00 CLV Calculation With No Changes to Brand Strategy0 1 2 3 4 5 6 Year 2003 2004 2005 2006 2007 2008 2009 Number of Nights per Stay N/A 2.0 2.0 2.0 2.0 2.0 2.0 Number of Stays per guest (assuming they are retained) N/A 1.2 1.2 1.2 1.2 1.2 1.2 Revenue Per Night N/A $795.00 $795.00 $893.26 $946.86 $1,003.67 $1,063.89 Revenue per Customer N/A $1,908.00 $1,908.00 $2,143.82 $2,272.46 $2,408.81 $2,553.34 Gross Profit per Customer $610.56 $610.56 $686.02 $727.19 $770.82 $817.07
Rosewood Hotels and Resorts
Essence of Experience
Project Role & Remit
The situationWith no other media companies being considered, Rosewood Hotels and Resorts approached the BBC to help increase and solidify brand awareness and reach with its target audiences throughout APAC, EMEA and the US.
The taskWe were required to create content which closely mirrored the Rosewood "personality" and had its audience in mind; the audience being: luxury travellers well-acquainted with the Rosewood global resorts, but are looking for new experiences within these locations.
The actionAs part of our response it was decided to create 7 long form article each split into 3 sections as well as offering opportunities to direct the users through to Rosewoods online magazine, Rosewood Issues.
In short, an overall editorial proposition of 30 pieces of content.
The question was - how do we showcase all of this in an engaging way that not only excites the user, but doesn't feel like a micro site of promotional literature. Bearing in mind Rosewood already does this via their own site. So what would be our separation and point of difference.
30 pieces of content is a substantial and possibly daunting amount for the user to navigate, however as a benchmark we had not long completed a project for Dubai Tourism that offered 90 pieces of content utilising the masonry format. Therefore 30 pieces was a relative walk in the park and the obvious solution was the masonry format - this would be our point of separation and difference.
The ResultA Fully responsive solution with consideration of content display at all breakpoints. Twinned with social touch points throughout.
Within the current digital market place none of our competitors and peers use this form of user centric, consumer engagement.
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