Trends Q: Are older guests at your resort more likely to book a return trip?

Over the last few months we’ve been exploring factors that impact the likelihood someone will return to a resort. We’ve explored everything from social media activity to emailability and survey responses. A few of the results made us wonder how age relates to the likelihood a guest will make a return trip, so we found out.

The Goods
For this analysis we pulled lodging data across three seasons from 10 mountain resorts spread across the United States. We grouped guests from one season by age and found how many in each group returned the following year. On the vertical axis is the group’s return rate with age on the horizontal axis.

The simple answer is yes – older guests are more likely to return than younger guests. From this sample, about 14% of guests between 21-30 years old returned the following year versus nearly 40% of guests 70 and over.

What This Means
Sometimes Stash results are unexpected, but that’s probably not the case for most of you reading this. After all we see a similar curve when we compare age to length of stay and lead time including the same uptick in the sub-20 group.

So while it’s no surprise that older guests are more likely to come back, it’s helpful to see more specific numbers attached to this concept as we find ourselves with yet another reminder of the value and spending power of the older demographic.

Countdown to More…
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