COMPANY OVERVIEW · YTD 2026
How the business is tracking, at a glance
Bookings
—
Revenue
—
Commission
—
Avg booking value
—
per booking
Avg commission
—
per booking
Total ad spend
—
Google + Meta combined
Cancellations
—
Enquiries
—
Conversion rate
—
Revenue by year
Annual gross revenue · 2026 shown year-to-date
Revenue
2018 peak (£14.4M)
Monthly bookings
Current year vs prior year
Prev year
Current
Booking source
Where bookings originated in this period
STAFF PERFORMANCE
Who’s driving the business
FTE-adjusted
Volumes normalised
Bookings per agent
Top performers in this period
Commission per agent
Earnings ranked
Full breakdown
Every agent in this period
| # | Agent | Bookings | Revenue | Commission | Avg value | Avg comm | Conv. rate | Share |
|---|
Enquiry to booking conversion
Conversion rate by agent
Repeat enquiries within 14 days combined · manager shown separately
Conversion rate trend by agent
Monthly · by enquiry month (opportunity start) · own range, independent of the tab filter · rate never FTE-scaled
Range
Agents
Conversion rate by cruise line
Enquiries = deduped opportunities · enquiry-dated, bookings attributed within 120 days · sorted by rate · small samples de-emphasised
Agent
| Cruise line | Enquiries | Conversions | Conversion rate | Commission | Rate |
|---|
Enquiries are deduped opportunities (a customer's enquiries about the same line within 14 days count once); this table is enquiry-dated — a booking is credited to the month of the enquiry and attributed back within 120 days, so it matches the Packages funnel for the same range. Conversions are per-operator cohorts: a customer who enquired about two lines and then booked counts for both, so summed conversions across lines can exceed the number of distinct bookings.
Agent league table
Sorted by total commission · manager benchmark below the line
| # | Agent | Enquiries | Bookings | Conv rate | Converted value | Commission | Avg comm / conv |
|---|
Methodology: Repeat enquiries from the same customer within 14 days are combined into a single enquiry for conversion measurement (so follow-up calls about the same trip count once). An enquiry counts as converted if the customer has an active booking on or after the first enquiry date and within 120 days of it. Value and commission are taken from the matched booking, and credit goes to the staff member who handled the first enquiry. The sales manager (Jill) is excluded from the ranked agent chart and shown as a benchmark below the league table. Agents with fewer than 30 enquiries in the active period are hidden from the rankings to reduce noise.
CRUISE LINES & DESTINATIONS
Where customers are sailing
Top cruise lines by bookings
Top destinations by bookings
Revenue by cruise line
Top 8 by total revenue
CUSTOMERS & RETENTION
Who’s booking — new vs returning
Existing customers
—
New customers
—
Re-engaged
—
Avg value (existing vs new)
—
Customer mix by year
New, existing, and re-engaged
New
Existing
Re-engaged
Booking source in period
PROFIT & LOSS
The P&L
Monthly P&L — actuals
MARKETING & CHANNELS
What’s driving enquiries and bookings
All channels — headline performance (selected period)
Total enquiries
—
Total ad spend
—
Total bookings
—
Blended ROAS
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Basis: Bookings, commission & revenue by booking date; enquiries by enquiry date; spend by spend date. ROAS = commission ÷ spend within the selected period. Competition, AI Reactivation & Brochure are campaign overlays that can also appear under their original source channel, so they're shown separately and excluded from the headline enquiries, bookings, commission and blended ROAS to avoid double-counting — each keeps its own ROAS in the table below. (Their spend is still included in total ad spend.)
Enquiries by channel
Share of tracked enquiries in period
Monthly enquiries by channel
Within selected period
Channel comparison — selected period
| Channel | Enquiries | Ad spend | Bookings | Commission | ROAS |
|---|
Note: Enquiry data covers Nov 2024 onwards. Google combines Elsie CRM Google PPC + WordPress UTM Google, deduplicated by email; the manual May/June 2026 Google enquiry override applies within those months. Brochure is gated to its 24 Jun 2026 landing, so it only contributes from then on.
PACKAGES
The Vision package product
Why packages matter — package vs standard booking (bookings placed in the selected period · package booktype · incl. cancellations)
Package bookings
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Package commission
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Package margin
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Avg commission / package
—
Basis: Commission and value figures (this header and the repeat-behaviour totals) include cancellations — commission is earned on them, so they tie to the Company Overview and the P&L. Conversion rates and counts (the funnel, destination conversion and staff cross-attribution) exclude cancellations, matching the Staff Performance conversion.
Section 1 · Package enquiry funnel (enquiry-dated: enquiries made in the period, booking attributed within 120 days · excl. cancellations · “Convert to any booking” = the Staff “Conversion rate by cruise line” Vision Cruise row)
Package enquiries
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Operator "Vision Cruise" · deduped opportunities
Convert to any booking
—
within 120 days
Convert to a package
—
booktype "Vision - Package"
Package enquiries by destination
Enquiry Cruise field · in period
Conversion rate by destination
Long-haul leakage · min 30 opportunities
Conversion by destination — the leakage view
| Destination | Enquiries | Convert (any) | Convert to package | Conversion |
|---|
Leakage view: long-haul destinations (Alaska, Japan) convert well below the Mediterranean, so package enquiry demand there is not turning into bookings. Destinations with fewer than 30 enquiries in the period are pooled into the totals but hidden from the ranked table.
Section 2 · Staff conversion & cross-attribution
Per agent — package enquiry conversion & who closed it
Enquiry agent vs booking agent · manager benchmarked separately · every agent with a package enquiry (small samples de-emphasised)
| Agent | Package enquiries | Conv. rate | Closed own name | Booked by colleague | Own vs colleague |
|---|
Cross-attribution: for each converted package enquiry, the agent who handled the enquiry (enquiry User) is compared with the agent who made the booking (booking User of the matched conversion). "Booked by colleague" means a different agent closed it.
Section 3 · Package repeat behaviour
Looks at each package customer's activity after their package booking, all-time (regardless of the selected date range), so this section is not expected to move with the period filter. Commission and revenue include cancellations.
Package customers
—
all-time cohort
Enquired again
—
of package customers
Booked again
—
Repeat commission
—
from repeat bookings
Repeat bookings — another package vs standard
Bookings these customers made after their first package