A mountain resort retention model: what to check before the season
Imagine a mountain resort with winter and summer seasons. This is an illustrative scenario, not a named customer case or a measured TTE outcome. Use the property's own room count, OTA mix and guest response data.
The between-season problem
First define an inactive guest using the last stay and expected visit frequency. Check whether bookings can be linked to one person, whether communications are permitted and who owns contact-data quality. Without those checks, even the target audience size is uncertain.
One possible workflow
- Bring together agreed stay and purchase data from available systems. Confirm the scope and refresh frequency of each specific PMS, restaurant or spa connection.
- Segment guests by last visit and interests without treating missing data as proof of inactivity.
- Prepare a relevant next-season offer and contact only guests for whom the required permission and basis are in place.
- Compare bookings and contribution with a comparable group, accounting for discounts, contact costs and service costs.
How to measure it
Record the starting group size, message delivery, bookings and completed stays over the same period. Revenue from returning guests is not necessarily incremental revenue: some would have returned anyway. Even incremental revenue is not profit; variable costs and programme costs matter.
An estimate becomes testable once the data, period and comparison group are defined. There is no universal reactivation rate, ROI or promise of a ready-made PMS connector here. Discuss your data and possible project scope →
