Getting visitors through the door is just the beginning. The real challenge?
Encouraging them to stay longer and make the most of their time with you. By offering value, enjoyment and convenience, you can create memorable experiences that boost both visitor satisfaction and revenue.
Enhance the visitor experience
Providing an unforgettable experience is essential to inspiring spending. Start by understanding what your visitors want. Use surveys or feedback forms to gather insights into their preferences and expectations. For example, you could ask which types of experiences or merchandise resonate most with them.
Utilise this information to enhance their journey. Personal touches, such as welcoming greetings from staff or curated recommendations based on visitors' interests, can create a lasting impression. Introducing unique or themed merchandise that guests can only find at your attraction will amplify their experience and provide them with something special to take home.
Strategic placement of retail areas throughout your attraction is also crucial. By positioning shops near popular sections, you can prompt impulse purchases while excitement levels are high. This isn’t just about shop placement, either. Having themed merchandise stalls close to an exhibit can encourage visitors to buy related items while the experience is fresh. Additionally, placing stalls near exits can create further opportunities for quick spending, allowing guests to make last-minute purchases before they leave, ultimately increasing revenue during their visit.
Make technology work for your visitors
Technology plays a key role in maximising spending. Implement a simple mobile app that enables visitors to plan their day conveniently. The app could provide essential information, such as event schedules, queue times, and maps showing dining locations and highlighting shops with special promotions or lower occupancy, allowing guests to explore areas they might otherwise overlook.
Push notifications about flash sales on merchandise or dining options can create urgency and encourage on-the-spot purchases. For example, sending out a 15-minute alert offering a discount on nearby merchandise can incentivise guests to make additional purchases right when they're considering what to do next.
Implementing contactless payment options and digital loyalty programmes that reward spending can enhance visitor convenience. For instance, imagine a points system where guests earn rewards for purchases that can be redeemed on future visits. This incentivises guests to spend more during their current visit while looking forward to their next one.
Be sure to clearly communicate these digital initiatives through signage and staff training so that every visitor understands how to fully take advantage of their offerings.
Offer value-driven bundles
Develop compelling packages that combine admission tickets with food, merchandise, or exclusive experiences to encourage additional spending. For families, a bundle featuring entry, meal vouchers, and discounts on souvenirs can present fantastic value and simplify the planning process for a day out.
Get creative with these offerings. For instance, introduce a “Family Fun Day” package that grants access to a special event, a family-friendly meal, and a take-home souvenir that encapsulates the experience.
Promote these bundles through your website and social media channels, especially during peak visitor times like school holidays or special occasions. Highlight the value with enticing visuals and authentic customer testimonials that showcase how much families enjoyed the bundled experiences. You'll inspire visitors to choose these packages over individual purchases by demonstrating the overall savings, convenience, and enjoyment.
Promote merchandise and upsells
Timely promotions for merchandise can significantly boost on-site spending. Equip your staff with the skills to engage visitors actively, making tailored suggestions that complement their purchases. For example, when a guest buys tickets to a special event, staff can recommend related merchandise such as T-shirts, programmes, or souvenirs that enhance their experience.
Additionally, consider enhancing your ticket booking system to include cross- and up-sell options. Offering extra experiences at the point of purchase, such as exclusive “Behind-the-Scenes” access, can provide a memorable addition to their visit. For instance, guests might have the opportunity to explore areas typically off-limits, like guided tours of animal care facilities at a zoo or chances to meet the creators of an exhibition at a museum. This enhances the visitor experience and fosters memorable moments that guests are likely to share with others, leading to increased word-of-mouth promotion.
Another effective approach is to create limited-edition merchandise tied to current events or seasonal themes. If your attraction features a popular exhibition or holiday celebration, consider offering exclusive items like themed collectables or commemorative posters. You can also promote practical items, such as refillable cups that offer discounts on drinks in the park. Presenting these merchandise options during the ticket purchase process encourages impulse buys and gives guests a reason to take home a tangible reminder of their experience.
Promote these limited-edition items through your website and social media, highlighting their exclusivity to generate excitement and urgency.
Enhance food and beverage offerings
Food and drink play a crucial role in shaping the overall visitor experience and can significantly influence on-site spending. It's important to diversify your menu to cater to a variety of preferences, including options that are vegetarian, vegan, and allergen-friendly. Collaborating with local suppliers for fresh ingredients can also enhance the quality and appeal of your offerings, connecting your brand to the community.
Consider implementing family-friendly promotions during peak times, such as school holidays. Initiatives like “Kids Eat Free” or bundled meal deals for families can draw in parents looking to enjoy a full day out without breaking the bank. Simple gestures, such as creating kid-friendly menus or offering complimentary activities for children while families dine, can make a substantial difference in their overall experience and ultimately their spending.
Additionally, special promotions or themed days can add excitement to your food and beverage offerings. For instance, you might introduce a “Treat Yourself” day where all desserts are discounted, or a “Local Flavours” week that features specially curated dishes sourced from local ingredients. Promote these offers widely through clear signage at your attraction and through your digital channels. Highlighting unique culinary experiences not only enhances visitor satisfaction but also encourages higher spending as guests take advantage of the promotions.
Build a community around your brand
Fostering a sense of community can significantly enhance visitor loyalty and encourage repeat visits, ultimately boosting spending. Implementing membership programmes or annual passes is an effective strategy to cultivate this sense of belonging. These offerings can create a perception of a more affordable day out, encouraging families and individuals to visit more frequently. Highlight benefits such as unlimited access, discounts on food and merchandise, and exclusive event invitations to make these packages appealing.
Engaging with visitors through social media strengthens this community connection. Share user-generated content, encouraging guests to post their experiences using a designated hashtag. This showcases the diverse enjoyment of your attraction and builds a vibrant online community where visitors feel part of something bigger.
Organise special member-only events, such as preview nights for new exhibitions or workshops that provide unique experiences. These exclusive opportunities enhance the feeling of belonging and encourage members to return often, where they are likely to spend more time—and money—at your attraction.
Regular communication, such as newsletters or social media updates, plays a crucial role in maintaining relationships with your audience. Keep members informed about upcoming events, special promotions, and new features, and encourage feedback and suggestions. This ongoing dialogue reinforces a connection to your brand, making guests more likely to return and engage with your offerings.
Creating lasting value
Maximising on-site spending isn’t merely about increasing revenue but fundamentally enhancing the visitor experience. By prioritising visitor needs and preferences, employing strategic technology, and fostering a sense of belonging, your leisure and travel brand can create a welcoming atmosphere that encourages guests to invest more during their visits.
From tailored experiences and thoughtful merchandising to community engagement and real-time incentives, there are numerous strategies you can implement to enrich your guests' experiences while driving on-site spending.
Ready to enhance your visitor experience? Download our whitepaper, From Click to Trip, for actionable insights and strategies to drive pre-bookings, boost on-site spending, and stay ahead in the digital landscape.
