Example Holiday Park : Stats Report for August 2022

Cymen

Hi, It's Cymen here. Rankers owner and 30 years in NZ tourism.

Most of the time I don’t know where my car keys and wallet are. But for some reason I can understand stats and bookings.

There’s a good amount of stats to take in here. I’m going to pop up as we go, to explain each part of the booking funnel.

Days

273

Statistics Report

Aug 2022 - Apr 2023

Rankers periodically delivers performance data and analysis for your business on our platforms. This report covers the two hundred seventy three days from Mon 01 Aug, 2022 to Sun 30 Apr, 2023.

Customer Flow

Example Holiday Park

Return on investment

713%

The costs for your Pipeline plan during this report's period were $646.60 (incl GST). With an estimated income of $5,255.30 your return on investment is 713%.

Please see the sections below for details on how these numbers are calculated.

Aug 2022 - Apr 2023

17242

Company Interactions

77

Estimated Bookings

$4.6K

Estimated Profit

Cymen

We reach international travellers before they arrive in NZ.

Most do their planning well in advance using our tools.

Our platforms are promoted by these companies.

Portals

22

Customer Entry Points

Example Holiday Park may be featured on a wide range of Rankers apps and websites.

iOSAndroid

30+ Minutes Engagement Time

Rankers Camping NZ
Web

Rankers.co.nz
Web

Special Local Organic NZ Travel Map
Web

Deep Nature Travel Map
Web

Goin' Local Travel Map
Web

Tairāwhiti Travel Map
Web

Camping NZ Travel Map
Web

McRent Travel Map
Web

Escape Travel Map
Web

Omega Travel Map
Web

Jucy Travel Map
+ 11 More

Cymen

We're seeing over half a million active users each year! There's a heap of planning going on out there.

Just over a third of our users are overseas and planning their trip in advance. The remaining two-thirds are within the country and are making a plan for their next excursion.

Minutes

31

Engaged Audience

The Camping NZ mobile app maintains a combined engagement time of over thirty minutes per user.

Global Reach
Local Visitors
Well Aged

Country	Active Users	Engagement Time	Percentage
All other countries	58K	10 minutes	30.5%
Australia	47K	21 minutes	24.7%
United States	25K	30 minutes	12.9%
United Kingdom	23K	32 minutes	11.8%
Germany	13K	17 minutes	7.1%
France	9K	29 minutes	4.9%
Netherlands	8K	21 minutes	4.1%
Canada	7K	30 minutes	3.9%
Total	190K	24 minutes	100.0%

Country	Active Users	Engagement Time	Percentage
Auckland	263K	21 minutes	46.1%
Canterbury	107K	23 minutes	18.8%
All other regions	57K	6 minutes	10.1%
Wellington	56K	14 minutes	9.7%
Waikato	31K	12 minutes	5.4%
Otago	23K	12 minutes	4.1%
Bay of Plenty	21K	12 minutes	3.6%
Manawatu-Wanganui	12K	11 minutes	2.1%
Total	570K	14 minutes	100.0%

Age Bracket	Percentage
Aged 65+	18.8%
Aged 55-64	24.4%
Aged 45-54	15.1%
Aged 35-44	13.0%
Aged 25-34	22.5%
Aged 18-24	6.2%
Total	100.0%

Cymen

There’s a big number at the top of this funnel. All this customer interest is great, but at the end of the day, it’s the bookings that matter.

We’ve explained each part here, but there's heaps that goes into increasing the bookings. I’m more than happy to have a 2 way convo, to help increase it.

Events

17.2K

Company Interactions

On each Rankers platform Example Holiday Park may be viewed and interacted with by potential customers.

Example Holiday Park

Interaction Type	Events
Map Marker Selections Map Marker Selections A user has selected the experience's marker on a map. Selecting a map marker displays core information related to the experience, along with a call-to-action to get further details.	9268	53.8%
Profile Views Profile Views A user has viewed the experience's profile. A experience's profile displays all the information and details related to the experience, along with any relevant call-to-action buttons/links.	5191	30.1%
Booking Investigations Booking Investigations A user has taken actions that indicate an intent to make a booking or check availability.	1519	8.8%
Listing Views Listing Views A user has viewed the experience's listing within a group of other related experiences. An experience's listing displays core information and call-to-action buttons/links.	1264	7.3%
Total	17242	100%

Cymen

Now we’re at the end of the funnel. The booking bit that really matters.

We know the number of potential customer's we've sent to each booking avenue. Of course not all those customers will result in a sale.

Our estimated sales are based on industry booking data. Your actual number should be in line with this. If it looks off then get in touch so we can get your conversions spot on.

Sales

77

Customer Bookings

Estimated

Customer leads translate to sales based on conversion percentages for each booking avenue.

Example Holiday Park

Booking Avenue

Open

Leads

Conversion

Bookings

Booking Engine

-

798

8.60%

Booking Engine Conversion Rate

The estimated conversion rate for customers that are directed to a company's realtime booking system.

Booking Engine Conversion Rate	8.60%

What is a conversion rate?

Within this context, a conversion rate refers to the percentage of potential customers who complete a desired action, such as making a booking or reservation, after being directed to your booking system from a Rankers platform.

For example, if 1,000 potential customers are redirected from Rankers to your booking engine, and 50 of those customers make a booking, the conversion rate would be 5%.

This metric is important for measuring the effectiveness of your marketing, optimizing the booking process, and evaluating the overall performance of your partnership with Rankers.

How is your conversion rate calculated?

Estimating your company's conversion rate is crucial to calculating income and return on investment.

Rankers can deliver potential customers to your booking system, however we don't know how many of them will successfully complete a booking. Without this knowledge we can't precisely calculate a conversion rate for Example Holiday Park.

All is not lost though! We can lean on industry data to estimate a conversion rate with some confidence and provide you with accurate enough data for decision making.

Rankers is able to collate precise conversion rate data from a bunch of holidays parks across the country. In these cases we know exactly how many potential customer's were sent to the booking engine and how many of those leads resulted in an actual booking. From this we can calculate the conversion rate for each holiday park and therefore the average conversion rate across these sample holiday parks.

For this sample data, the booking engine is a third party system (not Rankers) and we have very limited control over the booking process and therefore no ability to optimize the conversion rate. In most cases, we expect, when customers are sent to your own booking engine you will have a higher conversion rate.

This data was collected over a period of several months during the shoulder season of 2023. Actual holiday park names have not been revealed to protect sensitive business data.

Given the small sample size this conversion rate has a high margin of error, that being said, we feel it's an accurate enough value for estimating income and for your decision making. If you have real world data for your own booking system then we'd be happy to work with you to fine tune your conversion rate specifically for your operation.

Holiday Park	Conversion Rate
Wellington Region Camping Ground	9.84%
Southland Camping Ground	13.58%
Bay of Plenty Campground	5.56%
Northland Holiday Park	6.67%
Canterbury Campground	4.29%
Taranaki Campground	4.76%
Bay of Plenty Holiday Park	8.46%
Ruapehu Holiday Park	8.82%
Canterbury Campground	9.38%
Marlborough Campground	13.89%
West Coast Holiday Park	11.71%
Rotorua Region Holiday Park	5.04%
Marlborough Campground	6.15%
Nelson Region Camping Ground	11.43%
Rotorua Region Campground	11.51%
Canterbury Campground	5.09%
Mount Cook - MacKenzie Camping Ground	11.50%
Fiordland Campground	12.31%
Taupo Region Camping Ground	4.74%
Queenstown Region Camping Ground	7.00%
Average Conversion Rate	8.59%

68.63

89.4%

Email

-

79

10.00%

7.9

10.3%

Website

-

5

5.00%

0.25

0.3%

Total

882

76.78

100%

Cymen

We’ve estimated your average booking value based on your pricing and industry data.

If this isn’t correct, let me know and we’ll update it.

Each

$

68

Average Booking Value

Estimated

The value of each individual booking is calculated at NZ$68.45. This booking value is based on industry standard metrics from the Accommodation Data Program.

Booking Value Estimated Booking Value The estimated dollar spend of an average booking. Based on data from ADP.
Individual Spend Customer Spend Per Night The average spend in NZ dollars for each individual customer. This amount is per night. This estimate is based on surveying the pricing of similar businesses.	NZ$24.80
Group Size Number of Customers Per Night The average number of customers in a booking for each night.	2.3
Nights Nights Per Booking The average number of nights per booking.	1.2
Total Spend	NZ$68.45

Cymen

How do we understand this number?

It's based on what's shown in the funnel. It shows the money you've paid to us with the money that's gone into your bank account.

This shows your return on investment. At the end of the day, that's what matters.

Earned

$

5.3K

August 2022 - April 2023 Income

Estimated

Period income of $5,255.30 is based on estimated number of bookings and the average customer spend.

Balance Sheet	Dollar values are GST inclusive
Estimated Income Estimated Income During the period, Example Holiday Park received an estimated 76.778 bookings, each valued at NZ$68.45.	…from 76.78 bookings	NZ$5,255.30
Period Expenses Period Expenses During the period, expenses of NZ$646.60 (incl GST) are incurred for your Pipeline plan .	…from your Pipeline plan	NZ$646.60
Profit or Loss		NZ$4,608.70

Return on investment

713%

Example Holiday Park

Cymen

Statistics Report

Aug 2022 - Apr 2023

Example Holiday Park

Cymen

Customer Entry Points

Cymen

Engaged Audience

Cymen

Company Interactions

Example Holiday Park

Map Marker Selections

Profile Views

Booking Investigations

Listing Views

Cymen

Customer Bookings

Estimated

Example Holiday Park

Booking Engine Click-thrus

Booking Engine Conversion Rate

What is a conversion rate?

How is your conversion rate calculated?

Email Enquiries

Website Click-thrus

Cymen

Average Booking Value

Estimated

Estimated Booking Value

Customer Spend Per Night

Number of Customers Per Night

Nights Per Booking

Cymen

August 2022 - April 2023 Income

Estimated

Estimated Income

Period Expenses