Trends
Last week we looked at the value of children in terms of total booking amount. The results were interesting, but we wondered if some of that revenue was a result of a longer length of stay. Knowing us, it should come as no surprise that we dug deeper into the data and found an answer. Here are the goods.
The Goods
We used the same set of reservation data from last week’s analysis (15 mountain resorts across two years) to find our answer. We grouped the reservations by how many children were in each party and then found the average length of stay for each group. Here’s what we saw.
As we were starting to guess from last week’s numbers, the length of stay does increase right alongside the increase in family size. The more children that travel, the longer that group tends to stay.
What This Means
So here’s what we know. Yes, additional children drive larger booking amounts. Yes, additional children drive longer and longer stays. And, because the booking amount increases faster than the LOS, yes, additional children also drive an increase in ADR.
We’ve always known that children are valuable in terms of revenue, but it’s nice to have a few specifics to stick into the formula the next time we do some mental marketing math.
Coming Right Up
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