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1.3 K ey performance indicators Work out • average spend per customer • average room rate (ARR) • occupancy levels 1.4 B usiness mix breakdown Which areas of the business mix generate the most and least revenue • Overseas leisure markets: GB, US, Germany, France • Domestic leisure market 1.5 Cost of Sales Do you understand the true cost of sale for Direct bookings: • What costs does your business incur, for example costs for managing and updating your website including design, hosting costs, commission to booking sites, managing email, channel manager, PPC and SEO OTAs: • Do you know your commission rates, channel manager and staff costs Tour Operators: • Do you know your commission rates, costs of travel to market to attend in-market activity, promotional material, etc 1.6 S easonal nature of revenue Determine weak and strong periods: • Are there trends • What is forecast 1.7 N ew/renewal/ existing business New/repeat/existing business: • What new business is there and what is it worth • Who are the business’ top 100 customers • What is the retention/renewal rate 53 DEVELOPING YOUR SALES PLAN 2..
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