Visitor engagement is a crucial factor for the success of tourist attractions. Engaged visitors are more likely to return, spend more, and become advocates for your attraction.
One effective way to boost engagement and loyalty is through innovative membership benefits. In this blog, we’ll explore how attractions can create unique and appealing membership benefits to make their schemes more attractive.
The Significance of Visitor Engagement
When we talk about visitor engagement, it’s not just a feel-good concept; it forms the very foundation of successful membership schemes at tourist attractions. Memberships are a strategic tool to deepen visitor engagement. By offering exclusive benefits and privileges, attractions entice visitors to become members. These benefits create an immediate sense of belonging and value. Here’s how visitor engagement is tied to memberships:
Emotional Connections – Memberships are more than cards; they symbolise a deeper connection between the attraction and the visitor. The emotional investment that comes with membership reinforces the visitor’s engagement. They are no longer passive attendees; they are active participants in the attraction’s community.
Amplified Loyalty – Memberships amplify loyalty. Engaged visitors who become members not only return but do so with increased frequency. They become regulars, actively participating in various attraction offerings and events.
Engagement Tools – Membership benefits themselves serve as engagement tools. Exclusive access, discounts, and personalised experiences are all designed to create a continuous and engaging relationship between the attraction and its members.
Repeat Visits – The essence of memberships is to encourage repeat visits. Engaged visitors who become members do so because they want to relive the positive experiences they’ve had. Memberships offer them an avenue to do so affordably and conveniently.
Economic Impact – Memberships enhance the economic impact of engagement. Engaged members not only spend more but also do so consistently. Their ongoing support through memberships contributes significantly to the attraction’s sustainability.
Membership Communities – Memberships create communities of like-minded individuals who share their passion for the attraction. These communities strengthen engagement as members interact with one another, share their experiences, and encourage others to join.
In essence, memberships are a structured way to harness the power of visitor engagement. They formalise the emotional connection and transform it into a mutually beneficial relationship. By offering attractive membership benefits that cater to the desires and aspirations of engaged visitors, attractions can not only deepen engagement but also convert it into long-term loyalty and advocacy. Memberships, in this context, become the bridge that solidifies the bond between the attraction and its most devoted visitors, resulting in a win-win scenario for both parties.
Examples of Successful Membership Benefits
Membership benefits are the heart of any successful membership scheme at tourist attractions. These benefits should not only entice visitors to become members but also enhance their overall experience. Some ideas of what you could include are:
Exclusive Access:
Offering members exclusive access to specific areas or events not available to regular visitors is a powerful membership benefit. This creates a sense of privilege and excitement that members cherish. Examples include:
• Behind-the-Scenes Tours: Members can explore restricted areas and gain insights into how the attraction operates. This exclusive peek behind the curtain can be a fascinating experience.
• Members-Only Events: Hosting events exclusively for members, such as cocktail parties, private exhibitions, or interactive workshops, fosters a sense of belonging and community.
Discounts and Special Offers:
Discounts and special offers are among the most effective membership benefits, as they provide immediate and tangible value to members. Examples include:
• Ticket Discounts: Members enjoy reduced admission fees or even free entry, making it more affordable for them to visit regularly.
• Merchandise Discounts: Offering members discounts on merchandise encourages them to purchase souvenirs and memorabilia, extending their connection with the attraction.
• Food and Beverage Discounts: Special pricing on food and beverages within the attraction enhances the overall visitor experience and encourages members to dine on-site.
Early Bird Access:
Allowing members to enter the attraction before the general public is a membership benefit that enhances the sense of exclusivity. It makes members feel like VIPs and creates a memorable experience. Examples include:
• Early Morning Access: Members can enjoy the attraction’s exhibits, rides, or displays before the rush of regular visitors. This peaceful and exclusive experience is highly valued.
• Priority Access: Members can skip lines or enjoy expedited entry to popular attractions or events, maximising their time at the attraction.
Personalised Experiences:
Personalisation is a growing trend in membership benefits. Tailoring experiences to individual members creates a deeper connection. Examples include:
• Birthday Surprises: Recognising members’ birthdays with special treats, discounts, or personalised messages makes them feel valued and appreciated.
• Customised Tours: Offering members personalised tours led by knowledgeable guides can provide a deeper understanding and appreciation of the attraction.
Reciprocal Benefits:
Collaborating with other attractions or local businesses to provide reciprocal benefits is a creative approach. Members can enjoy benefits beyond your attraction. Examples include:
• Partner Attractions: Members receive discounts or free entry to partner attractions, encouraging them to explore other local attractions.
• Local Business Discounts: Members enjoy discounts at nearby restaurants, hotels, or shops, making their visits to the area more enjoyable.
Exclusive Merchandise:
Creating exclusive merchandise available only to members adds collectible value to their experience. Examples include limited-edition souvenirs, apparel, or artwork that members can purchase.
These examples demonstrate the versatility of membership benefits. Successful membership schemes are designed to cater to various visitor preferences, offering a mix of exclusivity, financial incentives, personalisation, and added value. By implementing such benefits, attractions can not only attract new members but also retain and delight their existing ones, fostering a strong and loyal community of visitors.
Case Studies: Impact on Visitor Loyalty
Let’s take a look at a couple of case studies showcasing the impact of innovative benefits on visitor loyalty:
Case Study 1: The Adventure Park
The Adventure Park, nestled amidst lush forests and rugged terrain, was a popular outdoor attraction known for its thrilling zip-line rides and challenging obstacle courses. To boost visitor loyalty and engagement, the park introduced an annual membership program.
Membership Benefits:
The annual membership included:
• Free Zip-Line Rides: Members could enjoy unlimited zip-line rides throughout the year, providing them with an adrenaline-pumping experience every visit.
• Monthly Members-Only Adventure Night: The park hosted exclusive adventure nights once a month, allowing members to explore the park’s courses in the moonlight.
Results:
The impact of these innovative benefits was remarkable:
• Doubling of Membership Numbers: Within a year of launching the membership program, the Adventure Park witnessed a significant increase in membership numbers. The offer of free zip-line rides and exclusive adventure nights was a strong incentive for visitors to become members.
• Increased Member Retention: Not only did the membership program attract new members, but it also enhanced member retention. The monthly adventure nights became highly anticipated events, fostering a sense of community among members. This camaraderie and the thrill of unlimited zip-line rides kept members engaged and coming back for more.
Key Takeaway:
This case study highlights the power of providing unique and thrilling benefits that align with the attraction’s core experiences. By offering something visitors couldn’t easily access elsewhere (unlimited zip-line rides and moonlit adventures), the Adventure Park not only doubled its membership but also created a devoted community of adventure enthusiasts.
Case Study 2: The Art Museum
The Art Museum, known for its world-class collections and exhibitions, aimed to deepen visitor engagement and increase repeat visits among its members.
Membership Benefits:
The museum revamped its membership program to include:
• Exclusive Curator-Led Tours: Members could participate in private tours led by the museum’s curators. These tours provided in-depth insights into the art and artists, creating a richer museum experience.
• Early Access to New Exhibitions: Members gained early access to the museum’s latest exhibitions before they were open to the general public, allowing them to explore and appreciate the artworks without crowds.
Results:
The introduction of these membership benefits had a profound impact:
• 20% Increase in Repeat Visits: The museum saw a significant 20% increase in repeat visits among its members. Members eagerly attended curator-led tours, enhancing their understanding and appreciation of the artworks.
• Enhanced Engagement: Members felt a deeper connection to the museum through these exclusive benefits. They became more actively involved in museum activities, discussions, and events.
Key Takeaway:
This case study underscores the significance of providing enriching and educational benefits to members. The exclusive curator-led tours and early access to exhibitions not only increased repeat visits but also fostered a sense of appreciation and knowledge among members, turning them into passionate advocates for the museum.
These case studies demonstrate that innovative and enticing membership benefits have a direct and positive impact on visitor loyalty and engagement. Whether it’s adventure-filled experiences in an outdoor park or exclusive access to art and culture in a museum, the right combination of benefits can transform casual visitors into dedicated members who actively contribute to the attraction’s success.
Linking to Robust Ticketing and Visitor Management Systems
Now, it’s essential to emphasise why having a robust ticketing and visitor management system is key to implementing these strategies successfully:
Streamlined Benefit Delivery
A robust ticketing and visitor management system ensures that benefits are delivered seamlessly. Members should have easy access to their privileges, whether it’s booking exclusive tours, redeeming discounts, or enjoying early access to attractions. An efficient system minimises friction, enhancing the member experience.
Data-Driven Personalisation
Such systems allow attractions to collect valuable data on member preferences and behaviour. This data can be used to personalise member interactions effectively. For example, knowing a member’s favourite exhibit or activity allows for targeted communication and offers.
Membership Tracking and Engagement Measurement
Robust systems provide tools to track membership metrics and engagement levels. Attractions can monitor member participation in exclusive events and benefits. This data is instrumental in assessing the effectiveness of membership strategies and making informed adjustments.
Security and Access Control
A reliable system ensures that membership benefits are secure and exclusive. It controls access to restricted areas, events, or discounts, preventing misuse and ensuring that only eligible members enjoy these perks.
Implementing innovative membership benefits is a strategic approach to maximising visitor engagement and loyalty at attractions. By understanding visitor engagement, drawing inspiration from successful examples, using visitor surveys, personalising experiences, and leveraging case studies, attractions can create compelling membership schemes.
However, to bring these strategies to life effectively, having a robust ticketing and visitor management system is imperative. It streamlines benefit delivery, supports data-driven personalisation, facilitates membership tracking, and enhances security, ultimately leading to a successful and engaging membership program that attracts and retains loyal members.