CLV Calculation With New Brand Strategy E631\" 2003 2004 2005 2006 Number of Nights per Stay 2.0 2.0 2.0 Number of Stays per guest (assuming they are retained) 1.3 1.3 1.3 Revenue Per Night per Customer $795.00 $342.70 $893.26 Revenue per Customer $2,067.00 $2,191.02 $2,322.46 Gross Prot per Customer $661.44 $701.13 $743.19 Cost to Acquire Customer $150.00 Annual Marketing Cost per Customer a $142.36 $147.14 $151.56 Additional NIarkeng Cost per Customer\" $8.96 $9.23 $9.50 Cash Flow from Customer if Retained ($150.00) $510.50 $553.90 $591.64 Probability of Being Retained 1.00 1.00 0.22 0.05 Expected Cash Flow from Customer ($150.00) $513.58 $120.04 $27.78 Discount Factor 1.000 1.080 1.166 1.260 NPV 0f Expected Cash Flow from Customer ($150.00) $400.17 $102.92 $22.05 NPV of 6Year Cash Flow $461.09 CLV Innite Lifen1e** $572.80