Revenue managers spend a lot of time and resources (rightly so) trying to determine the lifetime value of particular guests. Perhaps a better strategy would be to shift their attentions in a slightly different way by seeking the lifetime value of certain segments of guests. Many RMs and others have specific formulas to calculate a guest’s long-term value: how often he or she will return to a hotel, what they typically spend on their room and in other areas of the hotel, the likelihood they’ll persuade others to visit the property, and more. Sometimes, that calculation fails to take into consideration what it costs to attract that guest in the first place and then to retain him or her over a long period of time. Get the full story at Duetto