How to manage customer acquisition cost (CAC)
According to Kalibri Labs, a US-based company collecting data and researching customer acquisition costs (CAC), the CAC is between 15 % and 25 % of room revenue. CAC is a high cost for hotels, and it has increased from 5-6 % in the 1990ties. CAC will likely continue to grow if the hotel does not manage it correctly to drive down the CAC. Here are a few ideas on how to successfully manage CAC.