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KPI for Measuring of Ratio of National to International Guests posted in category Hotels

WinningKPI - Hotels - KPI for Measuring of Ratio of National to International Guests posted in category Hotels Oana Boteanu
The KPI with this visual info-graphic is included in Hotel KPIs pack.
Details:
This indicator is for measuring the ratio of national guests to international guests in a given time period. This KPI can be measured by divided the numbers of international guests by national guests (or vice versa) or by comparing the percentages.
Hotel managers may use this information to identify the demographics of their clients (could compare against demographics of intended target market).
For instance, a hotel in London may realize that although their target market was international tourists, they tend to have a higher % of national business clients. In this case, the hotel may choose to adapt their services and their marketing campaigns to meet the needs of their clients’ majority.
Nevertheless, if the aim is to increase the % of international hotel guests, the management team may use the % international guests KPI, and ratio of national to international guests KPI to measure the efficiency of their strategic efforts.

Formula:
Total number of national guests (if lower)/total number of international guests
Or
Total number of national guests/total number of guests x 100 and
Total number of international guests / total number of guests x 100

For example, if the total number of hotel guests in a day is 200, 50 national and 150 international, the ratio is as following:
Option A: 150/50= 3, 3:1 ratio
Option B: 150/200 x 100 = 0.75 x 100= 75%
50/200 x 100= 0.25 x 100= 25%
75:25, 3:1 ratio, for every 3 international guests there is 1 national guest.

KPI Units: %

KPI Time Frame: update quarterly

Posted by Oana Boteanu | Help to protect community: Flag for moderation

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Here are comments:

KPI Expert I work in the marketing department for a hotel chain in London and I use this information to make decisions in creating my marketing material.
For example, the ratio of national to international guests for the past 2 years has been along the lines of 30:70, sometimes down to 40:60 in off peak seasons.
Most of our national clients are business travellers, whilst the international guests’ majority are families and couples. We also measure spend per head per national and international guest and we earn more from the latter so our focus is to maximise that figure.
For that reasons I ensure certain hotel features accommodate/attract our international clients for instance:
In room service booklet in a wide range of languages
Multilingual staff
Hotel figuring in a wide range of website in different countries
Etc.
I believe for any service of the hotel (marketing, food, design etc) the management team should we aware of this ratio.

Oana Boteanu | + | September 8, 2012 at 9:36 am

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