Visitor mix and campaign budget calculator
Which guest brings more value?
Compare the stay, extra spending and possible future business.
Fictional example: two guests stay five nights. One uses the restaurant and spa. The other pays only for the room.
Amounts remaining are before fixed overhead and tax. This comparison does not predict demand.
Compare three groups and campaign budgets
Illustrative example. These are fictional visitor segments, not market benchmarks. Replace them with your own figures for comparable dates, room types and completed bookings.
A better campaign question
Which segment can we acquire incrementally, on the dates we need, while protecting contribution per room night? Label segments by source market, purpose of trip, booking window or channel. Use observed economics, rather than assuming that a nationality spends more. Test marginal acquisition cost before increasing spend.
Hold these conditions comparable
- Dates, room type, rate plan and tax treatment.
- Completed booking cohort, cancellation treatment and acquisition attribution.
- Distribution fees and campaign costs, counted once. Do not include the same commission again in acquisition cost.
- Demand availability, travel access, booking windows and operational constraints.
The model holds occupied room nights constant. It does not forecast whether the proposed mix can be acquired, room availability by date, price response, guest numbers, lifetime value or profit after fixed overhead. Shares refer to occupied room nights, not people or booking counts. All contributions are before fixed overhead and tax.
See the full example and method
What this example shows
Compare what a two night and a six night stay leave per night
Fictional example: a two night booking leaves €149.80 after direct costs. A six night booking leaves €417.40.
What you get: Divide each amount by the nights it uses: €74.90 versus €69.57 per room night. The calculator also shows what would change with a different mix of stays, without selling more room nights.
