Internal · Management only

Fil-Am Sales Center

We do not optimise bookings alone. Contribution and repeat value decide what we sell next.

Today

New leads

Plans created

Royal plans

Proposals

Deposits

Bookings

Revenue

PHP 186,000

Contribution

PHP 101,000

Figures shown are the current sample dataset until live booking volume replaces them.

Last 30 days

Hawaii leads

California leads

163

Average family size

Average USD budget

$1,850

Average booking value

PHP 46,500

Royal mix %

68%

Multi-villa %

11%

Direct booking %

100%

Conversion rate

2.8%

Marketing ROI

3.1×

Funnel leak analysis

Where the family drops off.

Stage	Count	Step conversion	Lost
Landing page	4,200	—	—
Planner started	1,480	35.2%	2,720
Planner completed	610	41.2%	870
Dates checked	355	58.2%	255
Package selected	240	67.6%	115
Checkout started	96	40.0%	144
Deposit completed	41	42.7%	55

Biggest funnel leak: Planner started at 35.2% step conversion.

Marketing contribution ROI

Ad spend → contribution.

Source	Spend	Leads	Plans	Bookings	Revenue	Contribution	ROI
FACEBOOK	PHP 120,000	210	74	11	PHP 462,000	PHP 249,480	2.08×
INSTAGRAM	PHP 65,000	96	41	6	PHP 258,000	PHP 144,480	2.22×
TIKTOK	PHP 48,000	140	33	3	PHP 118,000	PHP 59,000	1.23×
GOOGLE	PHP 55,000	62	38	8	PHP 344,000	PHP 199,520	3.63×
GUEST REFERRAL	PHP 12,000	24	18	7	PHP 329,000	PHP 203,980	17.00×

Marketing contribution ROI is the primary metric. We do not optimise for likes, views or followers.

Lead value estimator

Potential booking value.

GuestsNightsDay type

Celebration attached

PHP 179,524

≈ US$3,095 potential booking value

Priority drivers

· High intent
· High family size
· Multi-villa
· Royal package
· Celebration
· Long stay

Lead value is estimated from planning behaviour only. We never score or prioritise using protected characteristics.

Profit Center integration

What this booking sends.

Accommodation revenuePHP 131,224
Extra guest revenuePHP 0
Food revenuePHP 38,800
Celebration revenuePHP 9,500
Transportation revenuePHP 0
Experience revenuePHP 0
Gross booking valuePHP 179,524
Variable costPHP -41,800
Channel costPHP -5,386
ContributionPHP 132,338

Contribution margin: 73.7%

Sales pipeline

NEW PLANQUALIFIEDDATES CHECKEDPACKAGE CREATEDPROPOSAL SENTFOLLOW-UPDEPOSIT PENDINGBOOKEDPRE-ARRIVALCOMPLETEDREVIEW REQUESTEDREFERRALRETURN GUESTLOST

Homecoming concierge case

A Homecoming Concierge Case is opened automatically for every qualifying Royal booking.

Booking IDGuestOriginArrivalFamily sizeOccasionPackageFoodTransportationCelebrationSpecial requestsBalance dueAssigned conciergeNext action

Source attribution

FACEBOOKINSTAGRAMTIKTOKYOUTUBEGOOGLEEMAILAMBASSADORGUEST REFERRALPARTNERDIRECT

Tracked through: Lead → Plan → Booking → Revenue → Contribution

North star

· Contribution per qualified lead
· Contribution per booking
· Contribution per available villa day
· Repeat / referral value

A/B tests

Hero headline
A: COME HOME TOGETHER · B: BRING THE WHOLE FAMILY HOME
Price framing
A: Total package price first · B: Per-person value first
Default recommendation
A: Royal Stay · B: Royal Family

Tests change presentation only. Customer pricing is never manipulated between test groups.

Content engine

· What can $500 create for your family in the Philippines?
· What can $1,000 create?
· 20-person family homecoming
· Royal Stay tour
· Day vs Night vs Royal
· Balikbayan family reunion
· Birthday at Maharlika
· Come home together

Never promise a package that is not available for the selected date.

Honesty guardrails

· Scarcity messages appear only when live inventory or confirmed demand data supports them.
· No fake urgency, no invented countdowns, no manufactured scarcity.
· No testimonials are published before opening. Pre-opening materials are labelled CONCEPT, DESIGN or PLANNED EXPERIENCE.