Do You Run Promotions or Loyalty Programs?

Why it matters

Many attractions depend on first-time visitors, especially tourists. But locals, families and returning visitors are often the ones who keep the attraction busy outside the high season. They come back for new exhibitions, events, school holidays and birthdays. Without a way to stay in touch and reward them, they may simply forget to return.

Loyalty programs only work if they are easy and worth it. Deloitte’s 2024 Consumer Loyalty Survey, with more than 9,800 consumers, found that 86% rate financial rewards, simplicity and ease of use as important or very important in a loyalty program. The same Deloitte survey found that only 60% of consumers are satisfied with the personalized and targeted experiences loyalty programs offer today. For attractions, this means there is room to stand out with a program that is simple, generous and feels personal.

How to check where you stand

• Do you offer an annual pass, membership or multi-visit ticket?
• Do you have a plan for promotions in quiet months, not only last-minute discounts?
• Do you collect visitor emails, with permission, so you can invite them back?
• Can a visitor understand your loyalty offer in one sentence?
• Do you track how many visitors return and whether promotions bring new people or just discount existing ones?

How to improve step by step

1. Start with an annual pass or membership. Offer a pass that pays for itself after two or three visits. Add small extras like member-only events, early entry or a cafe discount.
2. Plan promotions around quiet periods. Look at your visitor data to find slow days, weeks or months. Create targeted offers for those times, such as weekday family tickets or winter evening openings.
3. Target groups, not everyone. Design promotions for specific audiences: local residents, students, seniors, school groups or corporate teams. A clear audience makes the offer easier to promote.
4. Use “come back” offers. Give visitors a voucher for a return visit, a friend’s ticket or the next event when they leave or in their thank-you email. Set a clear end date.
5. Keep the rules simple. Avoid complicated points systems. Visitors should know what they get, how to use it and when it ends, without reading small print.
6. Stay in touch with members. Send a short email each month or season with new exhibitions, events and member perks. Make each message useful, not only promotional.
7. Measure the results. For each promotion, track how many tickets it sold, how many were new visitors and how much they spent on site. Keep what works and stop what only gives away margin.

How AI assistants see this

ChatGPT, Google AI Overviews, Gemini, Perplexity and similar tools often answer questions like “is there an annual pass for this attraction?” or “cheapest way to visit with a family”. They can only answer correctly if your website clearly explains your passes, memberships and regular offers. Keep a dedicated page with plain details on prices, what is included and who it suits. Remove expired promotions quickly, so AI tools do not repeat old offers that frustrate visitors.

Common mistakes to avoid

• Relying on constant discounts, which can teach visitors to wait for a deal and lowers the value of your ticket.
• Creating a loyalty program with complicated rules, points or sign-up steps that few visitors finish.
• Leaving old promotions on the website and social media long after they have ended.

Key takeaways

• Promotions should be planned to fill quiet periods and reach specific groups, not used at random.
• Annual passes, memberships and “come back” offers turn visitors into regulars.
• Simple, generous loyalty programs can stand out, because many consumers are not fully satisfied with loyalty programs today.
• Clear, up-to-date offer pages help visitors and AI tools give accurate answers.

Frequently asked questions

Is an annual pass worth it for a small attraction?

Often, yes. An annual pass brings locals back several times a year, and each visit is a chance to sell food, gifts or events. Price it so it feels like good value after a few visits.

How can I run promotions without hurting my brand?

Focus on added value rather than deep discounts, such as a free family workshop or an extra tour. Limit promotions to clear periods and audiences, so your normal ticket price still feels fair.

What is the easiest loyalty program to start with?

A simple “come back” voucher or a members email list is easy to start. Once you see how many visitors return, you can add an annual pass or membership with more benefits.

Sources

1. Deloitte, 2024 Consumer Loyalty Survey: https://www.deloitte.com/global/en/industries/consumer/perspectives/consumer-loyalty-survey.html