A new approach to media market selection

In an effort to uncover business opportunities, we analyzed user-level media and booking data to better understand natural booking behavior and the effect of media on the purchase process using our internal tools and analysis. We adjusted our flighting to maximize the impact of our “Peak the Peak” strategy and started advertising. Additionally, we expanded the current market selection to find new sources of untapped consumers likely to visit a Great Wolf Lodge property. We found new market opportunities by looking outside just drive distance and including critical market dynamics, such as penetration, unemployment, and competitive pressure. For example, to support one of our properties in the south we expanded media support beyond the typical four hour drive distance and found people in that area of the country are willing to drive and with unemployment rates and gas prices decreasing, we tested adding support to new markets and saw an increase of 132% in bookings in the first year of support. Overall, Great Wolf Lodge saw 30% increase in YoY bookings, 13% increase in YoY revenue, and a 12% increase in new customer bookings.

Overall, Great Wolf Lodge saw 30% increase in YoY bookings, 13% increase in YoY revenue, and a 12% increase in new customer bookings.