CLV
Guest and loyalty
Customer lifetime value
Discounted margin over all future stays.
CLV = Σ (margin per visit × probability of return^k) / (1 + r)^k
How to read the metric
Caps a reasonable customer acquisition cost (CAC) and justifies loyalty programmes.
Worked example
Margin 60 000 ₽, return rate 35 %, discount rate 15 % → CLV ≈ 86 000 ₽.