ROLLER Loyalty gives you a way to bring guests back, rewarding repeat visits and increasing spend, with no extra platform to set up or maintain. It's built directly into ROLLER, so there's nothing new for your team to learn and no integration to manage.
Use this guide to plan your program, configure it in Venue Manager and manage it day to day. Frontline staff supporting guest enrollment and redemption at POS should also review the run your program guides.
ROLLER Loyalty is an add-on product, charged in addition to your monthly plan. It will launch in early access. Venues that add Loyalty to their contract and sign an order form by July 31st, 2026 will receive 3 months free. Register your venue for early access.
Reward Loyalty. Drive repeat visits. Grow your business.
The venues that grow aren't just attracting new visitors, they're getting more value from the guests who already come.
Across the attractions industry, loyal guests visit an average of 4.9 times per year, compared to 1.3 visits for less-engaged guests (ROLLER 2026 Benchmarks Report). In practical terms, a single loyal guest can generate nearly the same attendance as four casual visitors.
When loyalty is set up and used consistently, you can:
Turn first-time visitors into repeat guests by giving them a reason to come back.
Increase spend per visit with rewards tied to purchases guests are already making.
Grow revenue from the guests you already have, without increasing your marketing spend.
What you'll need
Guests can enroll, earn and redeem rewards at the point of payment, whether that's online or in venue.
To support online checkout enrollment and redemption, your venue needs the progressive online checkout and online accounts configured.
If your venue uses ROLLER Payments, card linking is enabled automatically — no additional setup required. Card linking recognizes returning guests at payment by linking their loyalty account to the card they paid with.
To set up loyalty rules and manage loyalty rewards, staff must be assigned a custom role based on the administrator or manager role with the relevant loyalty permissions enabled. Loyalty includes two permissions: Can edit loyalty settings and Can adjust loyalty rewards. To learn more, see Create and manage staff roles and permissions.
What's included in early access
Program rules
Points-based, spend-based and product milestone program rules.
Sign-up and welcome bonus reward.
Rewards
Points, fixed amount discount or free product rewards.
Earning points and progress
Guest earning of points and progress at POS, during online checkout and via Venue Manager.
Card linking lets your venue automatically recognize returning guests at payment — no staff action or guest identification required. When an enrolled guest pays with a card, that card is linked to their loyalty account, and future purchases with the same card trigger earning automatically. Card linking requires ROLLER Payments.
Reward redemption
Guest reward redemption at POS and during online checkout.
Communications
Automated loyalty emails (invitation, enrollment, milestone progress, rewards available).
HQ venues
Create and manage one loyalty program from HQ and choose which venues run it. Program rules currently use HQ products only.
Cross-venue earning and redemption.
Not yet supported
Different earn rates by guest segment, product category or time period (eg weekday versus weekend) — points-based rules apply a single earn rate only.
Venue-specific products in HQ program rules.
Editing the HQ loyalty program at a managed venue level.
Start here
New to loyalty? Start with this guide.
How loyalty works
Understand the basics — rule types, reward types, how guests earn and the full guest lifecycle from enrollment to redemption.
Interested in loyalty for your venue? Register your venue for early access.
Plan your program
Before you configure anything in Venue Manager, get clear on how the program works and which rule type fits your goals. A few minutes here saves time during setup and helps you design a program that helps you achieve your goals and guests engage with.
Choose your loyalty rule type
Different rule types support different business outcomes. Compare rule types to choose the one that best fits your venue.
Set up your program
Configure your program rules and how guests earn, choose your rewards, set your point value and update your terms and conditions. Once rules are active, guests start earning points and progress towards rewards automatically on every qualifying purchase — no additional effort required from your team.
Set up loyalty rules and rewards
Configure program rules in Venue Manager. Activate preset rules or create rules from scratch. Update your terms and conditions before you go live.
Automated loyalty emails: what guests receive and when
Understand the full guest communication lifecycle — invitation, welcome, rewards progress and reward reminders — so your team knows what to expect after enrollment.
Manage loyalty across multiple venues
HQ venues can manage a single loyalty program centrally — configure rules, earn rates and rewards once, and guests earn and redeem automatically across some or all managed venues.
Launch and market your program
Plan how you'll promote your program so guests know it exists and start using it. Build anticipation before you go live, make it easy to join at launch and keep guests coming back afterwards.
See Launch and market your loyalty program for maximum impact.
Run your program
When your team consistently asks guests to join and adds a booking holder at POS, guests are identified on every transaction — and that's what keeps them earning rewards, redeeming rewards and feeling recognized as loyalty members.
Enroll guests in your loyalty program
Guests are invited to join at POS, and can enroll online or via email. This guide covers how enrollment works and how your staff can support guests at POS — including promoting sign-ups with QR code posters around your venue.
Redeem rewards at POS and online
When guests unlock rewards, staff can apply them at POS. Guests can also redeem during online checkout when signed in to their online accounts.
Manage a guest's loyalty profile
Review guest progress, check point balances and adjust rewards when needed.
See View and manage a guest's loyalty profile from Venue Manager.
Track your performance
Once your program is live, use the loyalty dashboards to see whether it's working. Review revenue impact metrics and guest engagement data to understand what's driving results and where to make adjustments.
See Measure the impact of your loyalty program with Analytics.
For row-level detail, use the loyalty grid reports to see who has enrolled, what guests are earning and what they are redeeming, then filter or export the data.
FAQs
Find answers to common questions about how earning, enrollment and redemption work.
Who earns points when multiple guests contribute to a payment?
Points are awarded to the booking holder only. If multiple guests contribute to a payment, all points go to the booking holder once payment is complete.
Can guests link multiple payment cards to one loyalty account?
Yes. A guest can link several payment cards to their loyalty account. Each card links to only one loyalty account at a time, so the same card can't be linked to two accounts. Card linking requires ROLLER Payments.
Do guests need an online account to use loyalty?
Guests need an online account via progressive online checkouts to view their rewards balance, track their progress, and redeem rewards during online checkout.
Do recurring membership payments earn loyalty points?
No. Buying a membership and its recurring payments don't earn. But using a membership benefit can apply a discount, so the guest still earns on what they pay after the membership discount on any qualifying products in the booking.
Do birthday party bookings earn loyalty points?
Yes. Birthday party bookings are treated as group bookings — the booking holder earns the points.
Can I run different earn rates for different guest types, products, or time periods?
No. A points-based rule has a single earn rate that applies to all purchases — you can't set different rates for different guests, products or time periods (eg weekends versus weekdays).
Can I limit which products points and fixed amount discount rewards can be applied to?
No. Points and fixed amount discount rewards apply across all products at checkout — you can't restrict which products a points redemption or fixed amount discount can be used against.
Do points expire?
Points expire only if your program or a rule has an expiry set. When it does, expiry applies per earning event, so each batch of points has its own expiry date set from the purchase that earned them. Earning more points later doesn't extend points the guest already has. See How loyalty works seamlessly in the background.
Can I run an HQ loyalty program across multiple venues?
Yes. HQ venues can currently manage one loyalty program centrally, with guests earning and redeeming rewards across all managed venues automatically.
Can my managed venues create or edit loyalty rules?
No. Only the HQ venue can currently create and edit the loyalty program. Managed venues can view the program configuration but can't make changes.
Can HQ loyalty programs use venue products in loyalty program rules?
No. HQ loyalty programs can only currently use HQ products in program rules. Venue-specific products aren't currently supported in HQ rules. Rules apply across all managed venues, but guests at a venue where a required HQ product isn't available simply won't progress toward rules that depend on it.
Learn more
How loyalty works seamlessly in the background — how guests earn, progress and redeem rewards
Choose the right loyalty rule for your goal — compare rule types and pick the best fit for your venue
Set up loyalty rules and rewards in Venue Manager — configure rules, rewards and activate your program
How guests join your loyalty program — enrollment methods and how staff can support sign-ups
How loyalty emails work — automated emails guests receive throughout the loyalty lifecycle
Redeem loyalty rewards at POS and online — how staff apply rewards at POS and guests redeem online
View and manage a guest's loyalty profile from Venue Manager — check balances, history and loyalty status
Measure the impact of your loyalty program with Analytics — track performance with built-in loyalty dashboards
Track loyalty activity with loyalty reports — view enrollment, earning and redemption detail and export the data