How Do Resorts Track ROI of Marketing by Season?
Resorts track seasonal marketing ROI by aligning demand periods, cost structures, and campaign performance data to measure revenue lift, booking velocity, and guest value across peak, shoulder, and off-season periods. The goal is simple: ensure every seasonal dollar drives measurable return.
Seasonal ROI tracking requires resorts to combine booking trends, experience usage, channel contribution, and campaign performance into a unified measurement model. By blending PMS, RMS, CRM, MAP, and CDP data, resorts can understand not just how many bookings each campaign generated—but which seasons benefit most from specific tactics, and how to shift spend to maximize yield.
What Drives Seasonal ROI for Resorts?
The Seasonal ROI Measurement Playbook
How leading resorts calculate, compare, and optimize campaign ROI across seasons.
Define → Attribute → Compare → Optimize → Forecast
- Define seasonal baselines: Identify typical occupancy, ADR, booking windows, and on-property spend for peak, shoulder, and low season.
- Attribute campaign performance: Connect campaign data to PMS and CRM to measure bookings, revenue, and ancillary spend tied to each seasonal program.
- Compare results by season: Evaluate which channels and messages produce the best returns in which seasonal periods, including CPA, ROAS, revenue per booking, and LTV.
- Optimize seasonal budgets: Shift spend toward the highest-return seasons, while using targeted offers and high-intent channels to boost off-season demand.
- Forecast future seasonal ROI: Use predictive analytics and historic data to anticipate demand curves and plan next season’s marketing mix.
Seasonal ROI Maturity Matrix for Resorts
| Dimension | Basic | Season-Aware | Season-Optimized Resort |
|---|---|---|---|
| Data Integration | Campaign data siloed from PMS. | PMS + MAP connected. | Unified CDP linking campaigns, bookings, and on-property spend. |
| Attribution | Last-click only. | Multi-touch seasonal attribution. | Real-time, predictive, season-specific attribution models. |
| Segmentation | No seasonal distinction. | Segments vary by seasonal preferences. | Dynamic seasonal + behavioral segments with predictive scoring. |
| Budget Allocation | Flat spend across seasons. | Season-based allocation. | Optimized spend based on forecasted seasonal ROI. |
| Reporting | Seasonal results reported manually. | Automated seasonal dashboards. | Real-time seasonal performance intelligence. |
| Business Impact | Limited visibility into seasonal patterns. | Improved seasonal targeting. | Higher occupancy, stronger revenue lift, and efficient spend. |
Frequently Asked Questions
What’s the most important metric for seasonal ROI?
Resorts rely most on season-adjusted revenue metrics—especially revenue per available room (RevPAR), revenue per campaign, and revenue per guest including add-ons during seasonal peaks.
How do resorts track off-season campaign performance?
Off-season ROI is measured through lower CAC, direct booking growth, extended-stay offers, and campaigns designed to fill rooms that normally stay empty.
What tools do resorts need to track seasonal ROI?
Resorts typically integrate PMS, CRM, RMS, MAP, analytics platforms, and a CDP to unify seasonal performance and tie bookings back to campaigns.
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