Loyalty Programs That Keep Guests Coming Back to Your Venue

In a competitive landscape where guests have countless entertainment options, how do you keep them coming back to your venue, not just once, but again and again? The answer lies in building long-term relationships through effective loyalty programs.

Loyalty programs offer more than just discounts; they incentivize repeat visits, boost per-guest spend, and help you turn satisfied visitors into loyal advocates.

In this article, we’ll explore how loyalty programs work for attractions, the different types of programs you can implement, how to tailor them to your specific venue, and how to measure their success. Plus, we’ll share proven strategies for choosing the right rewards to keep guests engaged and coming back for more.

What is a loyalty program?

A loyalty program is a structured system that rewards guests for visiting your venue or making purchases. The more often a guest engages with your business—through bookings, food and beverage purchases, memberships, or referrals—the more benefits they receive in return. These benefits might include discounts, free items, priority access, or exclusive experiences.

How do loyalty programs work for attractions?

In the attractions and entertainment space, loyalty programs are typically implemented using a digital points system, membership cards, or mobile apps. Many modern venues integrate loyalty tracking directly with their point of sale (POS) systems, making it easy to award and redeem rewards in real time. Guests can check their points balance, redeem offers, or view upcoming perks via email notifications, apps, or self-serve kiosks.

For example, a family entertainment center might award one point for every dollar spent. Once a guest accumulates a certain number of points, they could unlock a free visit, discounted birthday party, or exclusive merchandise.

The business benefits are compelling. A well-run loyalty program encourages guests to return more often, spend more per visit, and recommend your venue to others. Over time, this leads to:

• Higher guest lifetime value
• Reduced churn or drop-off
• Increased referral traffic
• More data to understand guest preferences and deliver personalized experiences

Loyalty programs turn one-time visitors into repeat customers—and repeat customers into loyal advocates.

Benefits of loyalty programs for entertainment venues

For entertainment and attractions venues, the value of loyalty programs goes far beyond just rewarding return visits. When implemented strategically, these programs can significantly impact your revenue, guest satisfaction, and brand growth.

Here are the core benefits:

Increased guest retention

Loyalty programs provide a clear reason for guests to return. By offering incentives that accumulate over time, you give visitors a reason to choose your venue again instead of trying a competitor. Retaining just a small percentage more of your guests can lead to substantial revenue gains over time.

Higher average spend per visit

When guests know they’ll earn rewards for each dollar they spend, they’re more likely to add extras—like snacks, merchandise, or arcade credits—during their visit. Some loyalty programs also unlock perks for spending over a threshold, encouraging guests to spend a little more each time.

More repeat visits and bookings

Birthday parties, group bookings, and seasonal promotions can all be promoted through your loyalty program. By offering time-sensitive or exclusive benefits, you drive repeat bookings and strengthen relationships with your most valuable guests.

Word-of-mouth growth and brand advocacy

Guests who feel appreciated are more likely to share their positive experiences with friends and family. A loyalty program not only builds goodwill but can also include referral incentives that reward existing guests for bringing new visitors through your doors.

Valuable guest behavior data for personalization

The data gathered through your loyalty program—such as visit frequency, average spend, and most-used perks—can be used to tailor marketing and experiences. This makes your messaging more relevant, your offers more appealing, and your guest relationships more meaningful.

In short, a loyalty program is more than just a marketing tactic. It’s a powerful way to grow your business by rewarding your best customers, strengthening guest relationships, and uncovering insights that drive smarter decisions.

Best loyalty program types for attractions and how to use them

Creating an effective loyalty program can significantly boost guest retention, increase repeat visits, and drive higher revenue for your venue. But not all loyalty programs are created equal—and the best program for your business depends on your audience, visit frequency, and goals. Below, we explore the most effective types of loyalty programs for attractions and entertainment venues, including how each model works and which types of businesses they’re best suited for.

Tiered loyalty programs

Tiered loyalty programs are structured around guest status levels—typically named Silver, Gold, and Platinum or similar—and motivate guests to “level up” by visiting more often or spending more money. Each tier unlocks a new set of perks, giving guests a reason to return and continue progressing.

This approach taps into a guest’s sense of achievement and status. As they reach higher tiers, they gain access to more exclusive benefits, which builds a stronger emotional connection with your brand. It’s also a powerful way to increase spend-per-visit, as guests may choose to spend more in order to reach the next level.

Best suited for:

Tiered programs work especially well for venues with frequent repeat guests, such as trampoline parks, water parks, and go-kart tracks—where regular visitors are common.

Perks to include in each tier might include:

• Discounts on birthday party bookings
• Early access to special events or new attractions
• Exclusive member-only event invitations
• Free upgrades or bonus tokens

By offering increasingly valuable benefits at each level, you encourage ongoing engagement and a deeper sense of loyalty.

Points-based programs

Points-based loyalty programs reward guests with points for each action they take—like booking a visit, buying food and beverages, referring a friend, or completing an online review. Once they accumulate enough points, guests can redeem them for rewards such as discounts, merchandise, or ticket upgrades.

This model offers flexibility and immediate gratification. Guests see the value add up quickly, and with the right incentives in place, they’ll be motivated to return sooner to reach the next redemption milestone.

Best suited for:

This structure is ideal for playcenters, arcades, indoor attractions, and other venues where smaller, repeat purchases are common.

Popular redemption options include:

• Free food and beverage items
• Retail merchandise or branded souvenirs
• Ticket or experience upgrades
• Family pack discounts

Points-based programs are also great for driving secondary spend, as guests may visit specifically to use their points—but end up purchasing additional items during their visit.

Membership programs

Membership programs offer recurring benefits in exchange for a monthly or annual fee. Unlike free loyalty programs, memberships provide guaranteed recurring revenue and a stronger commitment from your guests.

Common benefits include free or discounted admission, exclusive member-only offers, skip-the-line privileges, and bundled food and beverage deals. Because members pay upfront, they’re more likely to visit regularly to make the most of their investment—which increases their lifetime value and helps you forecast revenue more accurately.

Read more: 10 Membership Benefits Ideas To Attract and Retain More Members

Best suited for:

Membership programs work best for venues with a strong local customer base and high visitation frequency—such as indoor playgrounds, adventure parks, or museums.

Additional benefits of membership programs include:

• Upsell opportunities (e.g. premium tiers with added perks)
• Reduced marketing costs through higher retention
• Improved forecasting with recurring revenue

If your business is seasonal or relies heavily on weekends, memberships can help you spread demand more evenly throughout the week by offering incentives to visit during off-peak times.

Referral programs

Referral programs reward your existing guests for spreading the word about your venue. When a guest refers a friend or family member who makes a booking or visit, both the referrer and the new guest receive a reward—creating a win-win scenario that drives new business and deepens loyalty.

This model not only strengthens your relationship with existing guests but also reduces customer acquisition costs. Referred customers tend to trust the recommendation, arrive with higher intent, and are more likely to become loyal guests themselves.

Best suited for:

Referral programs are particularly effective for birthday-driven venues, family entertainment centers (FECs), and adventure parks—anywhere that relies on group bookings and positive word of mouth.

Example referral rewards include:

• Free passes or upgrades for the referrer
• Discounted first visit for the new guest
• Party package bonuses or F&B vouchers

By embedding referrals into your loyalty strategy, you can organically grow your customer base while reinforcing positive brand sentiment among your most enthusiastic guests.

What are the best types of loyalty programs for every venue?

The right loyalty program can vary depending on the type of venue you operate. Each attraction has its own customer behaviors, visit patterns, and revenue drivers—so your loyalty strategy should align with what matters most to your guests. Below, we break down loyalty program ideas for six popular types of venues.

Go-karting

Go-kart venues thrive on repeat participation, competition, and group experiences—making them ideal for loyalty programs that feel like part of the game.

• Offer gamified rewards, such as points earned for race wins, best lap times, or number of races completed.
• Introduce tiered perks for returning racers, like VIP garage access, free bonus laps, or exclusive race nights.
• Integrate timing systems or racing apps with your loyalty program to reward skill and consistency.
• Promote group participation by offering free races or discounts after a certain number of group bookings.

These strategies not only keep guests engaged but also encourage friendly competition and social sharing—helping bring new guests through word of mouth.

Trampoline parks

Trampoline parks attract families and repeat visitors, especially through party bookings, memberships, and seasonal promotions.

• Use a points-based system where guests earn points per visit, per dollar spent, or when they book parties.
• Offer perks like free jump sessions, discounted grip socks, or snack bar rewards.
• Encourage membership upgrades by bundling visits with loyalty perks like priority booking or extended jump times.
• Reward frequent party planners with exclusive access to new party packages or bonus party upgrades.

Trampoline park loyalty programs should focus on value, convenience, and family-friendly rewards that drive repeat visits and group bookings.

Family Entertainment Centers (FECs)

FECs offer diverse attractions—from arcades and soft play to food courts and birthday parties—so their loyalty programs need to cover a broad range of experiences.

• Implement points-based rewards across the entire venue, including arcade play, F&B, and retail.
• Highlight bonus point events on slower days to help even out attendance across the week.
• Create tiered member levels with perks like exclusive play times, discounts, or behind-the-scenes access.
• Include referral rewards to encourage families to invite friends and grow your customer base organically.

Flexibility is key for FECs, allowing guests to choose rewards that match their preferences—while increasing spend-per-visit.

Theme parks

Theme parks operate at a large scale and often attract both locals and tourists, which means loyalty efforts need to serve different guest types.

• For locals, offer season passes or memberships with built-in loyalty perks like food discounts or skip-the-line privileges.
• For tourists, consider a short-term loyalty option, such as reward points for multi-day visits or bundled purchases.
• Promote VIP upgrades that include early entry, exclusive merchandise, or event invitations.
• Integrate guest feedback tools to personalize rewards based on visit history or survey responses.

The key is creating a sense of exclusivity and reward without requiring constant visits—particularly for guests who may only return annually.

Water parks

Because water parks are often seasonal, loyalty programs should focus on maximizing repeat visits within a short window and driving higher-value transactions.

• Offer incentives for multiple visits, such as buy-3-get-1-free promotions or visit tracking for surprise perks.
• Use tiered access to unlock VIP cabanas, early entry, or free locker rentals for frequent guests.
• Introduce a referral component that rewards guests for bringing friends or planning group outings.
• Consider bundling loyalty with membership or season pass programs to drive upfront revenue.

Keeping guests coming back throughout the season requires clear, attainable incentives and convenient ways to redeem them.

Roller rinks

Roller rinks often appeal to repeat local customers and can benefit from community-focused loyalty strategies that reward consistency and group attendance.

• Use punch card or points systems that reward guests for repeat visits or session attendance.
• Offer discounts or freebies after a certain number of rentals or lessons.
• Encourage loyalty by running members-only theme nights, contests, or seasonal events.
• Add birthday or group booking perks, such as free skating passes for the organizer or discounted party add-ons.

Loyalty programs at roller rinks should build long-term relationships by blending fun incentives with real value for families and frequent skaters.

How to measure the success of your loyalty program

Running a loyalty program is only half the battle—knowing whether it’s actually driving value for your venue is what matters most. Measuring success requires tracking key performance indicators (KPIs) that align with your business goals, whether that's increasing repeat visits, raising per-guest spend, or attracting new guests through referrals.

Here are the core metrics to keep an eye on:

• Repeat visit rate: One of the clearest indicators of loyalty program success. Are guests returning more often after enrolling in your program? A healthy repeat visit rate suggests that your rewards are motivating behavior.
• Average order value (AOV): A well-structured loyalty program can increase how much each guest spends. Track AOV before and after loyalty program implementation to see if guests are purchasing more per visit.
• Referral growth: If you include a referral component, monitor how many new guests are signing up or booking as a direct result of referrals. This shows how well your existing guests are acting as brand advocates.
• Program engagement: Track how many guests are signing up, actively participating, and redeeming rewards. Low redemption rates could indicate that your rewards aren’t compelling or that the process to claim them is too complex.

Use analytics tools to gain deeper insight

To make informed decisions, you’ll need more than just surface-level stats. Tools like ROLLER Analytics provide easy-to-interpret, actionable data across these key metrics. You can segment your reports by venue, time period, or guest profile to understand where your loyalty program is working—and where it needs refinement.

A/B testing can reveal what works best

Consider running A/B tests to compare performance with and without specific offers. For example, test whether offering a bonus reward after five visits increases return rate compared to standard points accumulation. These insights help you fine-tune your program for maximum im

What rewards drive the most repeat visits?

The success of any loyalty program hinges on the rewards you offer. Guests need a compelling reason to return, and the right incentives can tip the balance between a one-time visit and a repeat customer. While every venue is different, the following reward types have been proven to encourage return visits:

• Free admission after a set number of visits: Simple and effective, this classic structure rewards guests for their loyalty with a tangible benefit.
• Food and beverage credits: Offering a free snack, drink, or combo meal keeps guests on-site longer and enhances their overall experience.
• Birthday rewards or party discounts: These are especially effective for family entertainment venues. Offering a birthday perk creates a strong emotional connection and often results in higher-value bookings.
• Exclusive merchandise or branded items: Limited-edition t-shirts, wristbands, or collectibles add value while also serving as a marketing tool.
• VIP perks: Think early access to new attractions, skip-the-line benefits, or members-only event invitations. These add prestige and exclusivity to your program.

Personalization and surprise go a long way

Generic rewards can work, but personalized offers based on visit history or preferences create a deeper sense of connection. For example, if a guest frequently visits your arcade section, offer bonus game credits instead of a free drink. Adding surprise rewards—like an unexpected freebie or upgrade—can also delight guests and make them more likely to return.

The most effective loyalty programs don’t just offer discounts—they create moments of joy and recognition. When guests feel valued, they’re far more likely to become loyal advocates for your venue.

Final thoughts: Building loyalty that lasts

A well-designed loyalty program does more than drive revenue, it deepens the connection between your guests and your brand. When guests feel recognized, rewarded, and valued, they’re more likely to return, spend more, and tell their friends about the experience.

Loyalty isn’t just about offering discounts. It’s about creating consistent moments of delight, building trust, and delivering real value that keeps guests engaged over time. Whether you’re just getting started or looking to improve an existing program, the key is to start small, monitor performance, and keep refining your approach based on data and guest feedback.

Ready to build a loyalty program that drives sustainable growth and guest satisfaction? 

Book a demo with ROLLER today to see how our all-in-one platform makes it easy to streamline operations and delight guests.