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Four Reminders About Age: Painting a Bigger Picture of Resort Guest Behavior

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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

Age vs Length-of-Stay

Age vs Social Media Activity

Age vs Valid Email on File

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.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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