Introduction

Returning customers are the heart of any business. They enjoy your campsite or holiday park, and you enjoy seeing them return. It’s a “you scratch my back, I’ll scratch yours” situation. But let’s face it, keeping customers loyal is no small feat, especially in a competitive industry like ours.

At Maxxton, we’ve grown the returning guest base for some of our customers considerably by providing them with a loyalty management application. With the right tools and strategies, holiday parks, vacation rentals, and campsite groups can create a points-based system that builds strong guest relationships and encourages repeat bookings.

This guide will show you what we mean by the “right strategy.” To get you started, here are nine essential steps to designing and implementing a loyalty programme that works.

1. Nail the Basics

Building guest loyalty starts with delivering consistent service quality, which can be challenging when managing multiple locations and units. But it’s essential. Guests expect the place they rented to be ready and tidy and to have a straight answer from reception to whatever questions they have; if that’s not the case, no number of points or perks will erase that frustration. Alternatively, having a complaint solved on the spot can leave a lasting impression.

It’s equally important to make your guest’s stay worthwhile. Add activities they’ll love or use historical data to anticipate their needs. That level of care keeps guests talking about their trip long after it’s over.

Speaking of which, do send them post-stay surveys and monitor key metrics like Customer Lifetime Value, to understand what it is they truly value. With that in mind, you can start thinking about setting up a loyalty programme to encourage them to return even more.

2.Getting Set Up

The best loyalty programmes feel effortless. Guests should start earning points as soon as they arrive at your campsite or holiday park, without having to fill in complicated sign-up forms.

There are two common approaches to earning points:

• Points per night: Encourages longer stays, which means more time to create memorable guest experiences.

• Points per amount spent: Rewards high-value bookings and extra spending during their stay.

You can tailor these by tying rewards to specific accommodation types. For example, a glamping tent might earn fewer points than a luxury lodge with a sea view. Premium rewards encourage upgrades, nudging guests to go through with that purchase they were considering.

And why stop there? Add-ons are also a nice way for guests to rack up points. Offer points for activities and extras like adventure tours or spa treatments. This will encourage guests to explore more of what your park offers, making their stay even more memorable.

A tiered loyalty programme like Bronze, Silver, and Gold adds excitement and gives guests a sense of achievement. Higher tiers mean better perks, which keeps people motivated to level up. Make sure guests always know their tier, the benefits they can enjoy, and how close they are to moving up. Simple things, like calling them “Gold-tier members,” can go a long way in making them feel valued.

For higher tiers, you could offer things like bonus points, exclusive discounts, or first pick of premium accommodations. For example, Gold-tier guests might get 50% off activities or priority booking for the best rooms. People love the idea of unlocking something special, and tying rewards to their progress keeps them coming back.

For instance, one client uses a creative system based on bird names, like ‘Pauw’ (Peacock). Guests in the ‘Pauw’ tier get perks like an automatic €50 discount on bookings. It’s been a hit, with more than 17,000 reservations for 2024 already benefiting from loyalty discounts.

3. Make the Programme Easy for Both Sides

• Tell them exactly what their points can get them and how many they need.
• Start with small perks like a free drink to build up excitement for bigger rewards.
• Share advice on the best times to redeem or how to unlock unique experiences.

A smooth and rewarding process keeps guests happy and coming back for more.

Making it work for your staff:

• Group similar accommodations under the same redemption rules.
• Highlight advantages of redeeming points during quieter periods or for unique experiences.
• Use minimum stay requirements during busy seasons to balance redemptions with revenue goals.
• Create personalised vouchers tied to individual guests, which can be easily redeemed or shared.

4. From Generic to Genuine

Everyone loves feeling special, and a personal touch can take your loyalty programme to the next level. Guests are more likely to stay engaged when rewards are tailored to their habits and preferences. Receiving a gift addressed to “Claire, as a valued Silver member” feels far better than a generic one.

You can also highlight what makes your location special. Offer exclusive access to local events or festivals, or bonus points for booking a signature cabin or your most scenic spot. These thoughtful touches turn your loyalty programme into a personal connection.

5. Timing is Everything

Getting the timing of loyalty points right can make or break your programme. Rewards need to feel within reach, but rushing the process can lead to misuse. To prevent cancellations or fraud, delay point activation—e.g., seven days after checkout for long stays. For shorter bookings, activate points immediately to encourage quicker returns.

Expiration rules also keep guests engaged. You can set a standard expiration or extend points with each booking. For annual visitors, removing expiration might keep them coming back every year.

6. Don’t Be Afraid to Bend the Rules

Sometimes, making exceptions for loyal guests is the right move—like letting them use points during a blackout period or fixing a points-processing error. Just make sure only trusted staff handle these adjustments, and save them for moments where it will truly make a difference.

7. Keep Your Loyalty Programme on the Radar

Not everyone uses their points right away. A simple reminder like “You’ve got 500 points ready to use!” can be the nudge they need to book again. With Maxxton’s Notification Manager, you can send automatic updates to let guests know when points are added, about to expire, or when special promotions are available. These timely nudges are especially effective for re-engaging guests who’ve been quiet for a while.

8. Get Your Team on Board

Training is key. Make sure staff know how points are earned and redeemed so they can clearly explain it to guests. Give them tools like manual point adjustment features and access to a Customer Care module to resolve issues efficiently. With the right training and support, your team can make the loyalty programme run smoothly and keep guests happy.

9. Stay on Top of the Numbers

A loyalty programme isn’t something you can set and forget. Monitor analytics to see what’s working and what needs adjusting. Track redemption rates, guest behavior, and spending trends to tailor rewards to guest habits and fill gaps in occupancy.

Align point redemption to peak and off-peak periods to protect revenue. Encourage repeat visits or promote underused activities with adjusted structures or targeted incentives like bonus points or regional offers.

How Maxxton can help

• Balance rewards with pricing by aligning point redemption to peak and off-peak periods. This keeps guests happy while protecting your revenue.
• Tailor points to preferences by adjusting structures to encourage repeat stays or promote underused activities.
• Use targeted incentives like bonus points or regional offers to fill slower periods and match guest habits.

Loyalty is a two-way street. When guests feel appreciated, they’ll keep coming back, and that’s a win for your business. A well-thought-out loyalty programme not only strengthens those relationships but also helps you achieve key goals, like boosting off-peak bookings or driving more direct reservations.

With Maxxton, making this happen is simple. Our loyalty module lets you personalise rewards, adapt to guest behaviour, and weave loyalty into your marketing strategy. It’s all about giving your guests more reasons to choose you, again and again. After all, isn’t that the point?

Ready to take your guest experience to the next level? Let’s get started.