Building Loyalty Programmes That Keep Guests Coming Back 😍

In an increasingly competitive leisure and hospitality landscape, winning a customer once is just the beginning. The real key to long-term success lies in fostering ongoing relationships that transform one-time visitors into loyal, repeat guests. Loyalty programmes—when executed thoughtfully—can be one of the most effective tools for achieving this.

But loyalty is more than just points and perks. It’s about creating genuine value, personalising experiences, and showing appreciation for continued support. In this blog, we’ll explore what makes a loyalty programme successful, examine examples of creative approaches, and highlight how data analytics can fine-tune your strategy to build lasting customer relationships.

Why Loyalty Matters in Leisure and Hospitality

Loyalty is what turns occasional customers into brand advocates. These are the guests who not only return, but also bring friends, leave glowing reviews, and help your business thrive through word-of-mouth marketing.

Key Benefits of a Loyalty Programme:

• Increased frequency of visits

• Higher spend per visit

• More predictable revenue

• Valuable customer data collection

• Enhanced brand reputation

In an age where customer acquisition can be expensive, retaining existing customers through loyalty programmes is a far more cost-effective strategy.

Understanding What Customers Value

Before creating a loyalty programme, it’s vital to understand what your guests truly value. For some, it’s discounts and savings. For others, it’s exclusive experiences, personalised treatment, or early access to new offerings.

Conducting surveys, gathering feedback, and using analytics tools (like POS data or social media insights) can help determine the best rewards structure for your specific audience.

Types of Loyalty Programmes That Work

Let’s explore different types of loyalty schemes and how they can be applied to the leisure and hospitality sectors.

Points-Based Programmes

This is the most common and straightforward loyalty model. Guests earn points for every pound spent and redeem them for rewards, such as discounts, free items, or exclusive access.

Best for:

• Family entertainment centres

• Bowling alleys

• Cafés and casual dining venues

Example: Earn 1 point for every £1 spent. At 100 points, receive a free game session or 10% off your next visit.

Pro Tip: Keep it simple. Complicated systems can turn customers off. Make point balances easily accessible via a mobile app or printed receipt.

Tiered Programmes

Tiered loyalty programmes reward increased spending with elevated benefits. This gamified approach encourages guests to move up through levels, unlocking greater rewards as they go.

Best for:

• Hotels

• Fitness and wellness centres

• Premium hospitality venues

Example: Bronze: Free drink on every 5th visit, Silver (after £200 spent): Priority booking & member-exclusive nights, Gold (after £500 spent): Personal concierge or free birthday experience

Pro Tip: Make it aspirational. Showcase the perks of higher tiers to motivate progression.

Punch Card or Visit-Based Rewards

A digital or physical card tracks the number of visits. After a set number, the customer gets a freebie or reward. This is a great method for encouraging repeat custom.

Best for:

• Coffee shops

• Soft play venues

• Casual dining

Example: Visit 6 times, get your 7th entry free.

Pro Tip: Digitise your punch card using an app or email check-in to reduce friction and data loss.

Subscription Loyalty

Guests pay a monthly fee in exchange for perks—such as discounts, access to events, or priority bookings. This model offers predictable revenue and builds a sense of belonging.

Best for:

• Cinemas

• Wellness clubs

• Museums and attractions

Example: £12/month for unlimited weekday access, member-only screenings, and 20% off food & drink.

Pro Tip: Offer a free trial month to encourage sign-ups.

Experience-Based Rewards

Rather than focusing purely on discounts, offer memorable experiences that guests can’t get elsewhere—like VIP seating, backstage access, or meet-and-greets.

Best for:

• Theme parks

• Music venues

• Boutique hotels

Example: Redeem 300 points for a behind-the-scenes tour or early ride access.

Pro Tip: Surprise and delight guests with unannounced perks to deepen emotional loyalty.

Making Loyalty Programmes Personal

Personalisation is the secret ingredient that elevates a good loyalty scheme to a great one. Leverage the data you collect—such as guest preferences, visit frequency, and past purchases—to tailor rewards and communications.

Personalisation Tactics:

• Birthday rewards or greetings

• Custom offers based on previous visits

• Reminders when rewards are about to expire

• Geo-targeted mobile notifications when guests are nearby

Using CRM software or integrated POS systems can automate these touchpoints, ensuring your customers feel recognised and valued.

Driving Engagement with Digital Tools

Loyalty is most effective when it’s easy to access and use. A seamless digital experience is essential, particularly for younger and tech-savvy demographics.

Key Tools:

• Mobile Apps: Allow users to track points, claim rewards, and receive notifications.

• SMS & Email Marketing: Keep customers engaged with updates, special offers, and reminders.

• Social Media: Promote loyalty benefits with exclusive offers for followers and encourage user-generated content (UGC).

Bonus Tip: Incorporate gamification—such as leaderboards, badges, or spin-the-wheel prizes—to add an element of fun.

Promoting Your Loyalty Programme

Even the best loyalty scheme won’t succeed without strong promotion. Use a multi-channel strategy to get the word out.

Promotion Ideas:

• In-venue signage and table toppers

• Staff prompts at checkout

• Website banners and landing pages

• Facebook and Instagram ads with call-to-action buttons

• Influencer shout-outs or community ambassadors

Offer an incentive to join, such as a free welcome drink, bonus points, or entry into a prize draw.

Measuring Success

Evaluating your loyalty programme is just as important as launching it. Use data analytics to track key metrics such as:

• Enrolment rate

• Redemption rate

• Customer retention

• Average spend per guest

• Lifetime customer value

If certain rewards go unclaimed or tiers see little movement, consider adjusting the benefits or introducing new incentives.

Real-World Example

Case Study: Urban Bounce Leisure Centre

Urban Bounce introduced a tiered loyalty system where guests earned points for trampoline sessions, café purchases, and party bookings. Bronze level offered a free drink after 5 visits, Silver offered exclusive early access to new features, and Gold unlocked VIP party invitations.

Over 9 months:

• Repeat visits increased by 34%

• Average customer spend rose by 18%

• Social media followers grew by 22%, driven by loyalty-based giveaways

Their success lay in offering family-focused, experience-led rewards and regular email communications that kept customers informed and engaged.

Conclusion

Building a loyalty programme that keeps guests coming back isn’t about giving things away—it’s about recognising, rewarding, and strengthening relationships. Whether it’s a digital points system, a premium subscription, or a simple visit punch card, the goal remains the same: to make each guest feel like a valued part of your venue’s community.

By understanding your audience, using smart technology, and personalising your approach, you can turn casual visitors into lifelong brand champions—while boosting your bottom line in the process.