Guest Lifetime Value (GLV) is a financial metric that estimates the total revenue a guest is expected to generate during their entire relationship with an attraction. It helps operators understand long-term profitability and guides marketing, retention, and loyalty strategies.

Formula:
Guest Lifetime Value = Average Order Value × Average Bookings per Year × Average Guest Retention (Years)

Examples:

• A family spends $120 per visit, books 2 times per year, and stays loyal for 3 years → GLV = $720.

• A local guest spends $50 per visit, returns 5 times per year, and remains a customer for 4 years → GLV = $1,000.

• A tourist spends $200 in one visit with no return → GLV = $200.

Tracking GLV allows operators to focus on high-value segments and improve retention efforts.