Repeat visitors are an absolute necessity to entice and grow, especially in a potentially-plateauing market. Repeat customers are far easier to attract through the front gate – both in terms of cost and value persuasion – than attracting new customers, and are already further along the track towards membership, philanthropy, volunteerism, and brand advocacy. Tese numbers are issuing attractions a new creative challenge in 2018: repeat visitation is falling, and programming teams need to collaborate and concentrate to invent brand new opportunities and events to convince guests to come back again; and optimistically, again.
