For most attractions, a visitor’s first trip is just the beginning of the story. As travel habits evolve and families spend more carefully, loyalty comes from the moments that make people want to return; consistent experiences, thoughtful communication and genuine care.

At Navigate, we see repeat visitors as the hidden engine of sustainable growth. They cost less to attract, spend more when they arrive, and become your most persuasive advocates. The question isn’t just how to get more bookings, it’s how to turn first-time guests into lifelong supporters.

Start with what you already know 

Your data already holds the clues to loyalty. Ticketing and CRM systems can show who’s visiting, how often, and what they buy, while website analytics reveal what returning visitors explore before they book again. Post-visit surveys add another layer, highlighting what left an impression and what might need attention. 

When you bring these insights together, they create a living picture of your most engaged audience. You can see the stories behind the numbers: which families return every school holiday, which members renew year after year, and which locals pop in for short, spontaneous visits. 

Understanding these patterns turns data into direction. It helps you design campaigns that speak directly to real behaviours, meeting audiences where they are, anticipating their needs, and encouraging them to come back again and again.

Loyalty begins before the next booking. The days after a visit are your best opportunity to build a relationship.

• Send a thank-you email that recaps highlights, shares photos or offers a return incentive.
• Ask for feedback and make it personal, visitors who feel heard are more likely to return.
• Share relevant content such as “five hidden stories you might have missed” or “what’s changing next season.”

These moments extend the experience and remind visitors that their relationship with your attraction is ongoing, not transactional.

The most loyal audiences feel part of a story. Regular newsletters, exclusive behind-the-scenes updates and seasonal sneak peeks make them insiders rather than spectators.

Use segmentation to speak directly to interests: families want practical news, members prefer depth and discovery, and cultural enthusiasts enjoy long-form storytelling. Social media can support this,not just as promotion, but as a space for community. Encourage user-generated content and celebrate visitors’ photos and stories.

When audiences see themselves reflected in your marketing, they start identifying with your brand rather than just attending it.

Discounts are one route to loyalty, but not the only one. In many cases, recognition matters more. Visitors who feel seen and appreciated are far more likely to return than those simply offered another percentage off. 

You might offer early access to seasonal events for subscribers or members, or create dedicated “locals’ days” that show genuine appreciation for nearby audiences. Sharing exclusive content or experiences with repeat bookers can also deepen connection and reinforce a sense of belonging. 

The goal is to make returning feel valued, not transactional. A thoughtful thank-you, a personal note, or a small gesture of recognition often builds more goodwill than another 10% discount ever could.

Most paid campaigns focus on new audiences, but remarketing is where loyalty compounds. Use your CRM data to re-target past visitors with messages that feel familiar and relevant: a new exhibition linked to their last visit, or a reminder of unused passes. 

Paid social can also keep your attraction visible during planning phases, gentle, story-driven ads that maintain connection between visits. This approach keeps your brand part of their routine, not just their day out.