Most attractions already have repeat visitors. Guests come back two, three, even seven or more times a year. But many of those guests are returning without memberships or loyalty statuses.
That's where the biggest opportunities are hiding. ROLLER's 2026 Pulse Report, based on responses from 1,500 attraction-goers across the UK, USA, and Australia, shows just how wide the gap is between repeat visitation and structured loyalty.
Here's what we learned about how guests think about loyalty and memberships, what motivates them to sign up, and how operators can close the gap.
Most of your guests are already coming back
The 2026 Pulse Report found that 93.47% of guests visit the same attraction more than once a year: 52.93% visit two to three times, 26.47% visit four to six times, and 14.07% visit seven or more times.
That's strong, baked-in demand. But here's the gap: 41.20% of guests visit regularly without holding a membership. They've already chosen your venue. They just don't have anything connecting them to it beyond their own habits.
Key takeaway:
You don't need to convince repeat visitors that your venue is worth visiting, they've already decided it is. The opportunity is turning that habit into a structured relationship that drives more predictable revenue and deeper guest connections.
Memberships turn frequent visitors into recurring revenue
The Pulse Report tells us exactly what motivates guests to become members. 47.93% of guests say saving money is the primary reason they would consider purchasing a membership. Perks (24.40%) and convenience (20.13%) help, but the math has to work first. Guests sign up because they want to save on visits they were already going to make.
When it comes to structure, guests prefer simplicity. 41.53% say unlimited visits for a fixed monthly or annual fee is the most appealing model, far ahead of points-based systems (18.87%), set-visit packages (16.87%), or tiered structures (7.33%). Keep it clear: what do they get, and what does it cost?
Key takeaway:
Memberships work when the savings are obvious. Show your regulars what they'd save based on their visit history, and keep the structure simple enough to explain in five seconds.
Loyalty programs are the booking tiebreaker
While memberships convert your most frequent visitors, loyalty programs reach a much broader audience. They influence every guest at the point of decision, including guests who'll never pay for a membership.
The Pulse Report found that 84.47% of guests say a loyalty program influences where they book. 31.60% actively prefer venues that offer one, and 52.87% say it's a bonus that would tip them toward a venue when choosing between two similar options. That makes a loyalty program one of the easiest tiebreakers you have.
Guests want simplicity here too. The two most preferred reward types are the most straightforward: discounts on future visits (28.80%) and free entry after a set number of visits (22.87%). Together, more than half of guests prefer these two simple formats over points systems, exclusive events, or tiered perks.
Key takeaway:
A loyalty program doesn't have to be complicated to work. The two reward types guests prefer most are also the simplest to design and explain. If a guest can see the benefit in five seconds, you've won the decision.
Personalization works when the trade is clear
Both memberships and loyalty programs work better when they feel personal. The Pulse Report found that 82.53% of guests are willing to share their personal data in exchange for more personalized rewards.
But there's a condition. 43.13% are willing without hesitation. Another 39.40% are willing only if they understand exactly what data is being collected and how it's used. Trust comes from transparency.
Guests will give you the data you need to make rewards more relevant, but only if you're upfront about the exchange. Tell them exactly what you collect, why, and what they get in return ("sign up for birthday rewards, a free game on us, and early access to new experiences"), and the data sharing feels like a fair trade.
Key takeaway:
Guests will trade their data for better rewards when the deal is clear. Make the collection upfront and the value obvious, and the exchange will feel like a no-brainer.
Final thoughts
The data is clear: guests are returning to venues. The operators that close the gap between repeat visits and structured loyalty in 2026 are the ones that'll see the most predictable revenue and the strongest guest relationships.
Want even more insights into what guests want from venues in 2026? Download your free copy of the 2026 Pulse Report now.
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