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Guest Lifetime Value (GLV) Calculator

Calculate the long-term value of a returning participant to understand the true worth of customer loyalty.

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Smarter Marketing

Justify spending more on marketing by knowing what a customer is worth.

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Focus on Retention

Recognize the immense value of keeping existing customers happy.

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Long-Term Growth

Make strategic decisions that foster loyalty and long-term profitability.

The calculator

Run the numbers

Guest Lifetime Value Calculator
Results

Enter values and click Calculate to see results

The theory

Understanding Guest Lifetime Value (GLV).

Guest Lifetime Value (GLV) is a projection of the total revenue a business can expect from a single customer account. It's a powerful metric that shifts focus from short-term profit to long-term customer relationships.

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By understanding what a returning guest is worth over several years, you can make more informed decisions about how much to invest in customer acquisition and, more importantly, customer retention.

A high GLV indicates that your guests are loyal, satisfied, and find continuous value in your offerings. Improving this number is one of the most sustainable ways to grow your retreat business.

Questions, answered

Frequently asked questions.

A single sale shows a snapshot in time. GLV shows the whole movie. A guest might attend a low-margin retreat first, but if they love it and come back for three more high-margin retreats, their lifetime value is enormous. Focusing only on the first sale would undervalue that customer relationship.
You can increase GLV by improving any of the input metrics. Increase Average Revenue by upselling premium packages. Increase Repeat Rate with loyalty programs and post-retreat engagement. Increase Retreats per Year by offering different types of retreats (e.g., weekend workshops and week-long immersions). Increase Lifespan by building a strong community around your brand.
To get an accurate number, you need to track your customers. Out of all the guests who attended a retreat in a given year, what percentage of them booked another retreat within the next 12-24 months? For example, if 100 guests attended last year and 20 of them have already booked another one, your repeat rate is 20%.
This can be an estimate. Think about your target audience. For corporate clients, it might be the average length of time an employee stays at a company (e.g., 4-5 years). For a yoga practitioner, it might be the average number of years they remain highly engaged with the practice (e.g., 3-7 years). Start with a conservative estimate, like 3 years.
They are two sides of the same coin. Your CAC is what you spend to get a new customer. Your GLV is what that customer is worth to you. A healthy business model requires your GLV to be significantly higher than your CAC, typically by a ratio of 3:1 or more. Knowing your GLV tells you how much you can afford to spend on CAC.
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