Experience is Key: How to Attract More Repeat Guests with the Right Content
In the leisure industry, it’s all about the experience. What potential guests see on your website determines, in a split second, whether they’ll book or click away. That’s why honest and compelling content is essential for managing expectations. By setting the right expectations, you increase the chances of receiving positive reviews, which in turn leads to more new bookings and repeat visits. In this blog, we’ll show you exactly how this works.
Why Repeat Guests are Financially More Attractive
Why are repeat guests so important for your business? It’s simple: bringing a past guest back is much cheaper than acquiring a new one. Research shows it’s 5 to 7 times more expensive to convince a new guest via ads than it is to retain an existing one. Curious about the numbers? Keep reading for the breakdown and tips on how to make this work for you.
Example Calculation: New Guest vs. Repeat Guest Costs
Let’s say:
- Average booking = €1,000
- Cost per new booking (via ads like Google Ads, Meta, etc.) = €70
- Retention rate for satisfied guests = 30% (so 3 out of 10 come back)
- Cost to get a repeat guest to book = €0 to €10 (e.g., via newsletters or retargeting)
Scenario 1: You get 10 bookings through online marketing
10 new bookings x €70 per booking = €700 marketing costs
Scenario 2: You make 10 guests so happy that 3 return without expensive campaigns
New bookings (7): 7 x €70 = €490
Repeat bookings (3): 3 x €10 = €30
Total = €520 marketing costs
Savings:
€700 (all new bookings) vs. €520 (mix of new + repeat bookings) = €180 savings for just 10 bookings.
On a larger scale (e.g., 1,000 bookings per year) = €18,000 difference
It’s important to encourage guests to return. But how does the right imagery play into this? Let’s dive into that.
1. Imagery Creates the First Impression
Visitors form an impression almost instantly. Websites with realistic, high-quality images convert 60% better than those with low-resolution or generic stock photos.
So, show guests what your park looks like. Use photos taken at the right time of day, with actual guests or staff in the shots. The more you showcase the reality, the more trustworthy you’ll appear, and the less likely guests are to be disappointed.
2. Fewer Complaints, Better Reviews
The smaller the gap between expectation and reality, the more likely you are to have satisfied guests. Honest photos and descriptions lead to fewer complaints, better reviews, and less work at the reception or with customer service. These positive experiences not only increase the likelihood of repeat visits, but they also motivate new guests to book based on glowing reviews.
3. Content that Inspires and Converts
Guests want to know not just where they’ll sleep, but what they’ll experience. Good content is all about atmosphere, experiences, and relatability. Think local tips from your staff, mood-setting videos of a day at the park, or recommendations from past guests.
Visitors who engage with this kind of content are 74% more likely to convert and report higher satisfaction. With automated email campaigns, you can easily stay in touch with past guests without lifting a finger.
Not Sure If You’re Using the Right Content on Your Website?
Reach out to our Booking Boosters team. We’d be happy to take a look and help you make sure your content is hitting the mark!