For leisure locations aiming to serve a broad range of visitors, it can be challenging to meet the specific needs and expectations of different visitor types all at once. By organizing customer groups — clusters of visitors with shared characteristics and needs — leisure parks can provide more customized experiences. Customer groups enable parks to better cater to the diverse types of visitors they receive, ensuring that these guests enjoy a more tailored and personal experience.

Customer groups emerge from marketing and behavioral insights and have long been utilized across various industries. By grouping customers based on specific characteristics, like hotels, schools, or subscribers, it becomes possible to offer benefits tailored to the unique needs of each group. In the context of leisure locations, this might mean, for example, creating educational packages for schools or offering special partnership opportunities to hotels.

Below, we outline three examples of customer groups that leisure locations often use to serve their visitors in a more targeted and effective way.

1. Schools: Educational Packages and Group Visits

Schools are often interested in affordable, group-oriented outings with an educational focus. By creating a customer group specifically for schools, leisure parks can develop special packages that align with school curricula. This approach benefits schools by providing valuable learning opportunities while positioning the park as an accessible and educational destination for school trips.

Practical Example: A zoo that also serves as an educational center offers schools packages featuring guided tours led by biologists, special workshops, and educational materials. Schools can plan visits months in advance, taking advantage of fixed prices and group discounts. By establishing this customer group, the zoo can provide schools with educational resources and make bookings that align with the school calendar.

Benefits for Schools:

• Group discounts on entrance tickets and guided tours.

• Educational packages that complement the school curriculum.

• Flexible booking options and billing arrangements for class outings.

2. Subscribers: Exclusive Benefits and Loyalty Rewards

Leisure locations often have a loyal customer base that returns frequently, such as subscribers or loyalty program members. These customers are highly valuable, as they not only visit often but also tend to bring family and friends along. By creating a customer group specifically for subscribers, leisure locations can reward these customers with extra perks, such as exclusive discounts, early access to new attractions, and loyalty bonuses. This approach strengthens visitor loyalty and deepens the connection between guests and the park.

Practical Example: A museum offering annual passes gives its subscribers the chance to preview new exhibitions before they open to the public. Additionally, subscribers enjoy special discounts at the museum café and gift shop. By grouping these benefits within a specific customer group, the museum ensures that subscribers feel appreciated, increasing the likelihood of membership renewal.

Benefits for Subscribers:

• Exclusive discounts on entry, food, and souvenirs.

• Early access to new exhibitions or events.

• Loyalty rewards for repeat purchases, highlighting their value to the park.

“Our conversions have increased since we began addressing our visitors in a personalized way.”

3. Hotels: Flexible Payment and Booking Options for Partner Hotel Guests

Leisure locations frequently collaborate with hotels to attract visitors staying multiple days in the region. This partnership allows hotels and leisure locations to better serve their customers by offering a seamless experience. By creating a specific customer group for partner hotels, hotels can offer packages that guests can easily book without direct payment at the park. This collaboration is simplified, as payment can occur on an invoice basis, with hotel guests benefiting from special discounts and packages.

Practical Example: By connecting hotels to a central platform, hotel receptionists can book park tickets for their guests directly at the front desk. This direct booking option provides hotels the opportunity to generate additional revenue for the park, with sales handled on a commission basis. The park then sends an invoice to the hotel for the tickets sold, streamlining the payment process.

Benefits for Hotels:

• Invoice-based booking without direct payment.

• Access to discounts for larger bookings.

• Personalized contact and tailored service to ensure a smooth booking process.

  
  

The Result: Satisfied Visitors and Stronger Relationships

By creating customer groups, you can offer visitors an experience that better suits their specific needs and expectations. For family outings, school visits, or loyalty programs for subscribers, each group receives benefits that make the experience more personal, affordable, and straightforward. This not only leads to satisfied visitors but also builds a stronger bond with your park.