Acquisition: Difference between revisions
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* when operating on your own, direct sales; | * when operating on your own, direct sales; | ||
* when using other ways of [[distribution]]. | * when using other ways of [[distribution]]. | ||
There is many different ways to calculate your CAC. <br> | |||
Often CAC is directly related to the fee-commission paid to the intermediary, the channel used. An [[https://www.duettocloud.com/library/2019-the-year-hotels-get-a-grip-on-acquisition-costs indication of the costs]] then would be anywhere between 2% and 15% of the sales, depending on many different things like: contracts, being a preferred supplier or not, easiness of the sale, options the partner offers, the handling the partner takes care of, the cancellations arrangements, (advance) payment services e.g. | |||
== Acquisition costs == | == Acquisition costs == | ||
These are strongly linked to [[distribution]] and [[promotion]]. Again, in the past no money was spent on this. So, if you ick this up in any way, it will be a decision in the group [[Decision|marketing costs]]. | These are strongly linked to [[distribution]] and [[promotion]]. Again, in the past no money was spent on this. So, if you ick this up in any way, it will be a decision in the group [[Decision|marketing costs]]. | ||
<br><hr> | <br><hr> | ||
Revision as of 16:09, 5 April 2021
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Customer Acquisition Cost
Customer Acquisition Cost, abbreviated as CAC, is the cost of winning a customer to book a hotel room. With CAC, any company can gauge how much they’re spending on acquiring a (new) customer. Elementa like loyalty and life-time-value play an important role. If the CAC is profitable to the hotel at all, has to do with the RevPOR. If the CAC is efficient, has to do with the ROI (return on investment). CAC can be compared, for instance:
- when operating on your own, direct sales;
- when using other ways of distribution.
There is many different ways to calculate your CAC.
Often CAC is directly related to the fee-commission paid to the intermediary, the channel used. An [indication of the costs] then would be anywhere between 2% and 15% of the sales, depending on many different things like: contracts, being a preferred supplier or not, easiness of the sale, options the partner offers, the handling the partner takes care of, the cancellations arrangements, (advance) payment services e.g.
Acquisition costs
These are strongly linked to distribution and promotion. Again, in the past no money was spent on this. So, if you ick this up in any way, it will be a decision in the group marketing costs.
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