Introduction
Acquiring a new customer costs 5-7 times more than retaining an existing one. Yet many campgrounds spend lavishly on advertising to attract new guests while doing nothing to encourage past guests to return.
A loyalty program changes this equation. It gives guests a tangible reason to choose you again, makes them feel valued, and creates switching costs that keep them from drifting to competitors.
This guide covers how to design, launch, and manage a loyalty program that fits campground operations.
Why Loyalty Programs Work
The Business Case
Retention benefits:
- Repeat guests book more confidently
- Familiar guests require less service effort
- Loyal guests leave better reviews
- Referrals come from engaged guests
Financial impact:
- A 5% increase in retention can boost profits 25-95%
- Loyal guests spend 67% more than new guests
- Marketing to existing guests is nearly free
What Guests Want
Loyalty programs succeed when they offer:
- Value — Real benefits worth pursuing
- Simplicity — Easy to understand and use
- Recognition — Feeling special and appreciated
- Achievability — Rewards within reasonable reach
Loyalty Program Structures
Option 1: Points-Based Program
Earn points for stays and spending, redeem for rewards.
Structure:
Earn: 1 point per $1 spent
Redeem:
- 500 points = Free firewood bundle
- 1,000 points = $25 credit
- 2,500 points = Free night
Pros:
- Flexible earning and redemption
- Encourages spending across campground
- Familiar to consumers
Cons:
- Requires tracking system
- Points expiration decisions needed
- Can feel complex
Option 2: Nights-Based Program
Simple: stay X nights, earn rewards.
Structure:
Stay 10 nights = 1 free night
Every 25 nights = Upgrade to premium site
Every 50 nights = Free weekend stay
Pros:
- Very simple to understand
- Easy to track manually
- Clear goal motivation
Cons:
- Only rewards stays (not spending)
- Less flexibility
Option 3: Tier-Based Program
Status levels unlock increasing benefits.
Structure:
Camper (0-9 nights/year): 10% off merch
Explorer (10-24 nights/year): Early booking access, 15% off
Adventurer (25+ nights/year): Free upgrades, exclusive weekends
Pros:
- Creates aspirational status
- Increasing benefits encourage more stays
- VIP treatment for best guests
Cons:
- More complex to administer
- Requires clear tier communication
- Annual reset decisions
Option 4: Punch Card / Visit-Based
Old school but effective: X visits = reward.
Structure:
Physical or digital punch card
Stay 5 weekends = 6th weekend 50% off
Every 10th stay = Free night
Pros:
- Dead-simple understanding
- Works without technology
- Tangible and fun
Cons:
- Physical cards get lost
- Limited flexibility
- Hard to track across years
Designing Your Program
Step 1: Define Your Goals
What do you want the program to achieve?
- More repeat bookings?
- Higher spending per visit?
- Off-season visits?
- Referrals?
- Reviews?
Your structure should align with your goals.
Step 2: Choose Your Rewards
Effective campground rewards:
| Reward Type | Examples | | ---------------- | -------------------------------- | | Free stays | Night, weekend, week | | Discounts | Percentage off, dollar credits | | Upgrades | Better site, early check-in | | Perks | Free firewood, golf cart rental | | Exclusive access | Early booking, sold-out weekends | | Recognition | Member-only events, VIP parking |
Key principle: Rewards should feel valuable but have manageable cost to you.
Step 3: Set Earning Thresholds
Make rewards achievable but meaningful:
Too easy:
"Stay 2 nights, get a free night!" (unsustainable)
Too hard:
"Stay 100 nights for a free t-shirt" (no motivation)
Just right:
"Stay 10 nights, get a free night" (achievable annual goal)
Step 4: Keep It Simple
If guests can't explain your program in one sentence, it's too complex.
Good: "Every 10 nights you stay, you get a free night."
Bad: "You earn 2.5 points per dollar spent on weekdays and 1.5 points on weekends, redeemable for rewards at varying thresholds depending on tier status..."
Launching Your Program
Name Your Program
Give it a memorable name:
- "[Campground Name] Rewards"
- "Camp Loyalty Club"
- "Adventure Rewards"
- "Fireside Club"
Create Program Materials
- One-page program explainer
- Sign-up form (or digital enrollment)
- Member cards or identification (optional)
- Staff training on how to explain it
Announce the Launch
To existing guests:
"You asked, we listened! Introducing our new loyalty program. As a thank-you for being a past guest, you're automatically enrolled with [X] nights already credited!"
On website: Dedicated page explaining benefits, how to earn, how to join.
At check-in:
"Have you joined our loyalty program? For every 10 nights you stay, you earn a free night."
Technology Considerations
No-Tech Options
For smaller campgrounds or simple programs:
- Paper punch cards
- Spreadsheet tracking
- Notes in guest records
Software Integration
Modern reservation systems often include:
- Guest profiles with stay history
- Points or stay tracking
- Automated reward calculations
- Email communication to members
Key integration: Your loyalty program should work seamlessly with your booking system, not as a separate manual process.
Running the Program
Staff Training
Every team member should know:
- How the program works
- How to enroll new guests
- How to check status/balance
- How to apply rewards
- How to answer common questions
Member Communication
Stay in touch with members:
- At booking: "You're a [program name] member! Here's your current status."
- After visit: "You've earned X nights toward your next reward!"
- Before reward threshold: "Just 2 more nights until your free night!"
- When reward earned: "Congratulations! You've earned [reward]!"
Tracking and Reporting
Monitor program health:
- Total enrolled members
- Active vs. inactive members
- Rewards earned and redeemed
- Revenue from loyalty members vs. non-members
- Reward cost as percentage of revenue
Common Mistakes
1. Making It Too Complicated
If staff can't explain it simply, guests won't engage.
2. Rewards That Cost Too Much
Ensure your reward costs align with the value guests bring.
Calculate: If a free night costs you $30 and a guest spends $500 to earn it, you're giving up 6% in rewards.
3. Forgetting to Market the Program
A program no one knows about doesn't drive loyalty.
4. Not Training Staff
Front-desk staff who can't explain or apply the program create frustration.
5. Making Rewards Hard to Redeem
Blackout dates, complicated processes, and expiring points frustrate guests.
Enhancing Your Program
Add Referral Rewards
"Refer a friend who stays with us, and you both get a $25 credit!"
Gamification
- Progress bars showing next reward
- Tier status badges
- Member-only newsletters
Surprise and Delight
Beyond structured rewards:
- Unexpected upgrades for top members
- Birthday or anniversary recognition
- First-to-know about new amenities
Key Takeaways
- Simplicity wins — If you can't explain it in a sentence, simplify
- Value matters — Rewards must feel worth the effort
- Consistency counts — Track, communicate, and deliver reliably
- Integration is key — Seamless with your booking workflow
- Market it actively — A program no one knows about fails
Conclusion
A loyalty program is one of the most cost-effective marketing investments a campground can make. The guests you've already won are your best prospects for future bookings—a loyalty program simply gives them another reason to choose you.
Start simple, launch it properly, and improve over time. Your most loyal guests deserve recognition, and your business deserves the predictable revenue that comes from repeat bookings.
[LINK: growth/14-turn-guests-to-regulars] More strategies for converting one-time visitors into repeat guests.
Keepr includes built-in loyalty program features that automatically track guest stays and communicate rewards—no manual tracking required. Build loyalty at campreserv.com