Four Reminders About Age: Painting a Bigger Picture of Resort Guest Behavior
Gregg Blanchard /
I’ve been doing a lot of age related stuff over on The Stash as of late. Age is an awesome trait because it’s a semi-universal way to break categorize guests, has a big impact on behavior, and acts as a quick, simple guideline as you plan media buys, social campaigns, and promotions.
I covered one of these last week, and not to be redundant, but I wanted to put this data with some of it’s friends so we can combine traits and paint a picture of various resort guests.
Ave vs Resort Spend
http://www.ryansolutions.com/blog/2012/age-vs-resort-spend/
Age vs Length-of-Stay
http://www.ryansolutions.com/blog/2012/age-vs-length-of-stay/
Age vs Social Media Activity
http://www.ryansolutions.com/blog/2012/age-vs-social-media-activity/
Age vs Valid Email on File
http://www.ryansolutions.com/blog/2012/age-vs-email-database/
So, let’s make some groups.
The 20’s
- Spend: $600
- LOS: 3 nights
- SM Active: 70%
- Emailable: 37%
The 30’s
- Spend: $775
- LOS: 3 nights
- SM Active: 65%
- Emailable: 42%
The 40’s
- Spend: $975
- LOS: 3.5 nights
- SM Active: 50%
- Emailable: 46%
The 50’s
- Spend: $825
- LOS: 3.5 nights
- SM Active: 35%
- Emailable: 46%
The 60’s
- Spend: $775
- LOS: 4 nights
- SM Active: 25%
- Emailable: 44%
The 70’s
- Spend: $775
- LOS: 4 nights
- SM Active: 20%
- Emailable: 37%
The Start…
Consider this the building block for an age related snapshot of resort guests. I’ll keep building and adding based on things like:
- Email behavior
- Percentage that are property owners
- Transaction volume by age
- Which social sites different ages use
- etc.
The more we analyze, the more we can drop into these groups of guest behavior and know who to target.