A first-time customer is great. A repeat customer? That’s gold. 

When someone comes back to book again, they’re showing you they trust your business, love your experience, and are willing to spend more. 

But are you treating them any differently from a brand-new visitor?

Repeat buyers often fly under the radar, but if you’re not identifying them, you’re missing an opportunity to turn a loyal guest into a lifelong advocate.

Of course, we realize that every situation is different and many experience providers operate in a tourism destination, making the timing and content of your cross-sells much more important. Read on for more.

Why Repeat Customers Deserve Special Attention

A returning customer already knows what to expect. They don’t need the same level of persuasion as a first-timer. Instead, they need:

  • Acknowledgment – A simple “Welcome back!” can go a long way.
  • Personalization – If they booked a sunset kayak tour before, they might love a nighttime paddle next.
  • Loyalty Incentives – Exclusive offers, early access, or VIP perks can keep them coming back.

When you recognize a repeat buyer, you can tailor your messaging instead of sending a generic “Hey, did you forget to book?” email.

How TourAdvantage Helps You Recognize Repeat Customers

It’s not always easy to see who your repeat customers are and how much they’ve spent over time—but TourAdvantage does this for you.

  • Lifetime Value Tracking – See how much a customer has spent with your business and offer perks based on their total value.
  • Booking History Insights – Know if they’re returning after a long break or just a few months. That way, you can adjust your message accordingly.
    • Example: If they haven’t booked in two years, a “We’ve missed you!” email makes sense. But if they visited just last season, a “Ready for your next adventure?” feels more natural.
  • Waiver Data Integration – If someone was an attendee in the past but is now the primary booker, you know they’ve moved from guest to decision-maker. This is a perfect opportunity to acknowledge their new role and engage them differently.

Making the Most of Repeat Business

Once you know who your repeat customers are, here’s how you can engage them effectively:

  • Differentiate Your Messaging – Instead of a generic reminder, recognize their history. Example: “We loved having you last time—ready for another adventure?”
  • Recommend a Next Step – If they’ve already done one experience, suggest a complementary one. Example: “You conquered the half-day rafting trip—how about the full-day challenge?”
  • Offer Exclusive Perks – Even small perks like a priority booking window, a special discount, or early access to new experiences can build loyalty.

It’s Not Just About the First Booking

Winning a new customer is just the beginning. Keeping them engaged is what turns a one-time visitor into a long-term fan. 

Recognizing repeat customers—and making them feel valued—can lead to higher retention, more word-of-mouth referrals, and stronger brand loyalty.

What About those Tourism Destinations?

Experience providers who operate in a tourism destination have some special considerations, but it is definitely do-able. Here are a few tips when your visitors rarely come back to your area.

  • You’re only chance to upsell or cross-sell is in that “sweet spot” – the time between they book and arrive for your tour
  • If you don’t have a lot of diverse tours and have nothing to cross-sell, no worries. Sign up for the FareHarbor Distribution Network – your chance to sell other FareHarbor tours in your area and generate a little affiliate income. Remember, the OTA’s are already doing this, just not with your tours or in any way that benefits you
  • If you do have even a small portion of locals or frequent visitors to your destination, identify them either with a question on your lead magnet form, or using optional custom fields during the booking process
Lesli Peterson
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