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rose initial - ROSEWOOD HOTELS RESORTS CUSTOMER LIFETIME...

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Inputs Sourcce Total Number of Unique Guests 115,000 115,000 Exhibit 8 Average Daily Spend $750.00 $750.00 growing at 6% 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 growing at 3% Exhibit 8 Average New Guest Acquisition Expense (system-wide) $150.00 $150.00 Exhibit 8 Total Number of Repeat Guests 19,169 of which: Total Number of Multi-property Stay Guests 5,750 Additional Costs Required per annum $1,000,000 Page 5 Discount Rate 8% 8% Exhibit 8 Average Guest Retention Rate 16.67% 0.00% CLTV Calculation With No Changes to Brand Strategy Year 2003 2004 2005 2006 2007 2008 2009 Number of Nights per Stay 2.0 2.0 2.0 2.0 2.0 2.0 Number of Stays per guest (assuming they are retained) 1.2 1.2 1.2 1.2 1.2 1.2 Revenue Per Night $795.00 $842.70
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