Acquiring a new guest costs 5–7 times more than retaining an existing one. Yet most campsites invest their entire marketing budget in acquisition and almost nothing in loyalty. Reversing this logic is the most underestimated profit lever in the sector.
Loyalty Program: How to Structure It
- Points per night: 1 point for every night stayed. Every 10 points = 1 free night. Simple, understandable, motivating.
- Priority booking: loyal guests can book their preferred pitch 30 days before bookings open to the public.
- Progressive loyalty discount: -5% on the second stay, -10% from the third, -15% from the fifth.
- VIP category: after 5 stays, the guest becomes 'VIP': free upgrade if available, special welcome kit, access to the pool one hour before opening.
Annual Communication
The relationship should not be interrupted between one season and the next. With Ovvo Camping, you can configure an annual email sequence for loyal guests:
- October: 'Thank you for this season — here is your loyalty score.'
- December: 'Happy holidays — book by January 15 with a 12% loyalty discount.'
- March: 'Bookings are open — your preferred pitch is waiting for you.'
Simulated scenario: a campsite with 120 pitches that improves its return rate from 32% to 51% over 2 seasons, with an average stay of €310, could generate an increase in revenue from regular guests of approximately €40,000–€50,000/year, without OTA commissions. Actual results depend on the average price, customer mix, and loyalty actions implemented.