Welcome Back More Repeat Customers
Last Updated September 20, 2018
You’ve built your event or activity, marketing materials are out in the world, and it’s all set to target your ideal guest. New operators know they’ll be meeting a lot of new folks, no brainer. Established experiences, however, need a game plan to ensure you’re seeing the repeat customers time and time again.
Loyal customers can be worth a lot, 10x as much as their first purchase, in fact. If that’s not enough to sell you on the idea, remember that a new customer costs 5x as much to acquire than to keep your current guests coming back. You want plenty of locals who take their visiting friends to tours or festivals when they want to impress.
Here are a few ways to increase your loyal fan base!
Hire a Team Focused on Guest Experience
Any business knows that frontline staff needs to be customer service centric, but you need that attitude in every single employee. The guest experience almost always begins online, so even your web developers need to be dedicated to what your guests need.
At EzTix, that means 24/7 support which is always in-house and never outsourced. Its also why we developed our EzSites, which guests love using to explore tours and activities.
Nothing will beat great guest services when it comes to creating loyalty.
Offer personalized service when you do meet your guests in person, armed with booking data to show you care. If there are dietary or mobility restrictions, be sure your guides connect with those guests. They’ll love knowing you’re ready with a plan to best serve them.
Incentivise Higher Initial Purchases
While it might make sense to offer great discounts to attract a new customer, data shows that may not build loyalty. The more a guest spends on their first visit with you, the more likely they are to return.
That doesn’t mean you shouldn’t offer a reduced rate to a new guest, but consider the incentive applying to a larger booking or on multiple experiences bought together.
Reach Out To Big Spenders
With a higher initial purchase increasing the odds of a return, make sure you stay in touch. Just be sure to keep that personal, guest focused charm that brought you these guests in the first place.
Use a post-event email with a message from your guides or event staff to say thanks and encourage a return. This is a perfect time to give a promotion code and push for a second sale. Remember, 25% of first-time buyers will return, but 60% of four-time buyers will be back yet again.
Stay In Touch
Make sure you’ve got email addresses handy because it’s important to keep the line of communications open. Target your returning guests when you’re launching new experiences or making improvements on their favorites.
Surveys are also an incredible way to keep up the conversation. Your high-value guests will be more willing to answer a few questions about what they love and what you can improve.
Give a Reason to Come Back
We’re seeing great results from our Partners who offer special events to loyal guests. Consider opportunities like dinner series, networking events, or even nature excursions that aren’t regular products. Provide early access to customers who’ve been to see you multiple times before opening up to the public.
You don’t, however, always need to launch something new. Even just a friendly, “hey, we miss you, come on back!” could be reason enough to head back to your festival or tour.
We’re scratching the surface here with these tips and ideas, so tell us in the comments what tactics you’re using to bring back guests again and again.
Activity Operator Confessions
Meet Christine, an activity operator with a couple problems. She’s working hard to keep guests happy while growing a tour business on her own, and it’s pretty tough. Visitors love her experiences, but she has a few big picture problems to tackle if she really wants to meet her goals. Connect with some guy […]Read More
Meet our new Director of Products
In many ways, Joe Martin isn’t new to EzTix. He’s lead our EzSites team and developed that platform from the ground up. As we looked to improve our other products, it was a no-brainer to ask him to bring his skills to the rest of EzTix. Booking platforms are technically all code and scripts, but […]Read More
New E-Certificate Upgrades
Out with the old, in with the new! Our E-certificates have undergone a facelift and learned some new tricks just in time for holiday giving. These additional features, combined with a polished new look are certain to enhance the online guest experience. So, whats new? New look We’ve given the E-Cert purchasing process a facelift. It will […]Read More
New Feature: Pay in Your Own Currency in EzBook
Usually I’m not a fan of acronyms, but PYOC makes me think of BYOB! In all seriousness, Pay in Your Own Currency helps improve the online experience for your international guests. Expenses when you’re travelling are always a bit of a mystery when you pull out the credit card. Varying exchange rates and added fees […]Read More
3 Steps to Meeting Your Guests’ Dietary Needs
Food tour operators already know they’ll have at least one guest on every experience with a dietary restriction or allergy. Dietary needs can range anywhere from a nut allergy to an intolerance to gluten. Here are three easy steps to making your tour an experience that everyone can enjoy. 1. Educate Yourself Research not only the […]Read More
The New Booking Process: Behind the Scenes
The new booking process is one of the key ways we’re improving the online guest experience. With new tools like packages, charity donations, and dietary alerts, we’ve made the system more robust while reducing the time it takes to complete a booking! Let’s go behind the scenes with designer Joe Martin, who also leads our […]Read More