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Define RFM

RFM. Recency, frequency, monetary. A metric used in the hotel industry to quantify the value of guest.

In context . . .

"So, what's the secret to understanding the value of your guests and knowing your most profitable guest? The answer lies in RFM (recency, frequency and monetary) modeling. In a nutshell, this means:

1. How recent a guest has stayed (recency)

2. How frequently a guest stays (frequency)

3. Total monetary value of a guest (monetary)"

 

(Source: Hospiatlitynet.org)

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