A loyalty program only drives repeat visits if guests know it exists and keep using it. Across the attractions industry, loyal guests visit an average of 4.9 times a year compared to 1.3 visits for less-engaged guests (ROLLER 2026 Benchmarks Report), so how you launch and promote your program shapes the return you get from it.
This guide covers how to build anticipation before launch, make it easy for guests to join at launch and keep guests coming back afterwards. It assumes your program is already set up. If you haven't configured your rules and rewards yet, start with Set up loyalty rules and rewards in Venue Manager.
ROLLER Loyalty add-on (early access)
Reward repeat visits and increase guest spend with a loyalty program built into ROLLER. ROLLER Loyalty is an add-on, charged in addition to your monthly plan, and is currently in early access. Venues that add Loyalty to their contract and sign an order form by 31 July 2026 receive 3 months free. Register your venue for early access.
Before you start: what to have in place
Make sure the following are in place so guests can join, earn and redeem easily:
- Your loyalty program rules are set up and active in Venue Manager. See Set up loyalty rules and rewards in Venue Manager.
- Online accounts and progressive online checkout are configured, so guests can enroll, track their progress and redeem rewards.
Before you launch: build anticipation
Use the weeks before launch to create awareness with your most engaged guests, so you have sign-ups from day one rather than starting from zero.
Decide your launch offer
A welcome reward gives new members an immediate reason to join and make a first redemption, which proves the program's value early.
Configure the Sign-up/Welcome bonus reward with a value and expiry that suit your margins — see Set up loyalty rules and rewards in Venue Manager for the steps.
Tease the program through your own channels
Use your existing email and social channels to let guests know rewards are coming and that joining will be free and easy.
A little early awareness with engaged guests builds momentum, so your launch lands with an audience that's already interested.
Keep loyalty visible where guests are already deciding to buy — your website, online booking pages and in-venue signage — so joining feels like a natural part of the visit.
At launch: make it easy to join
Announce the program clearly across your channels, then lean on the join paths guests already meet so enrollment happens naturally rather than as an extra step for your team.
Announce the program and brief your team
Announce the program across your email, social and on-site channels, and brief your front-of-house staff on how guests join, earn and redeem.
Staff who understand the program from day one invite guests at POS with confidence and answer questions on the spot.
A short cheat sheet at each POS station helps staff stay consistent in the first few weeks. Keep in mind staff can't enroll a guest into loyalty at POS.
With the guest's permission, they subscribe the guest to your mailing list, which sends the loyalty invitation to accept and join.
A simple ask works, for example: "Want to join our rewards program? It's free. With your okay, I'll add you to our email list and send you an invite to join — or you can scan this code to sign in and join right now."
For the example prompts to put on the cheat sheet, use the staff scripts in How guests join your loyalty program.
Turn on the join paths guests already meet
Guests enroll through interactions they already have with your venue, so you can grow membership without adding extra steps at checkout.
Enable the loyalty invitation panel in your order confirmation email so guests can join from there, and share your online accounts login page link to drive self-enrollment.
To find the link, from Venue Manager go to Apps > Progressive checkouts > All checkouts, select your checkout, then select Share and copy the link under Login page.
Place it behind a QR code at your entrance, front desk or cafe, or add it to marketing emails. See How guests join your loyalty program.
Lead with your sign-up bonus
Make the sign-up bonus the headline of your launch messaging across every channel. A clear, immediate reward is the single strongest reason for a guest to join at launch.
After launch: keep guests coming back
A loyalty program isn't set and forget. Staying in touch with guests turns sign-ups into repeat visits, and most of it runs automatically once your program is live.
Let the automated loyalty emails do the work
Automated emails keep guests connected between visits, so rewards don't go to waste and guests have a reason to return.
ROLLER sends a Loyalty invitation, Loyalty enrollment, Loyalty milestone progress and Loyalty reward reminder email automatically — check they're on-brand and enabled in Settings > Design > Email templates in Venue Manager.
When a guest earns a reward, a reward available email lets them know straight away, a timely prompt to come back and redeem. This email also sends automatically, but isn't editable in email templates yet. See How loyalty emails work.
Point guests to their online account
When guests can see their points balance and progress, they're motivated to return and close the gap to their next reward.
Remind them they can sign in to their online account to track points, rewards and progress, and reinforce this in your post-visit and marketing emails.
Re-engage guests who haven't returned
Targeted follow-up brings lapsing guests back before they disengage entirely.
Identify guests who haven't visited recently and remind them of the rewards waiting for them.
ROLLER already prompts guests who've earned a reward with the reward available and reward reminder emails, so focus your own outreach on guests who haven't earned one yet or have gone quiet.
To find these guests, use the Loyalty Guests report. Filter to members with a rewards balance and sort by last activity to spot guests who've earned a reward but haven't been back.
Measure and iterate
Set a review date two to four weeks after go-live to confirm the program is working, then keep checking in.
- Review your enrollment rate and redemption rate to see whether guests are joining and using rewards.
- Use the loyalty Analytics dashboards to track trends over time: repeat visitation, visit frequency, average spend per visit and rewards earned and redeemed. See Measure the impact of your loyalty program with Analytics.
- Use the loyalty reports when you want guest-level detail you can export:
- The Loyalty Earning Activity report shows each earning event (guest, booking, reward type and value, channel), so you can see what guests are earning, including the sign-up bonus.
- The Loyalty Guests report lists members with their points and reward balances, enrollment and last activity, so you can see who's active, how many points are outstanding, and which guests have a reward waiting but haven't returned.
- Adjust your rules, rewards or messaging based on what the data shows.
FAQs
How do guests join your loyalty program at launch?
Guests can join from the loyalty invitation email sent after a purchase, by selecting Join Loyalty on the booking confirmation page, from the order confirmation email when the loyalty invitation panel is enabled, by creating an online account (no need to purchase anything initially), or by scanning a QR code that links to your online accounts login page. Staff can also invite guests at POS.
Can I give new members a reward for signing up?
Yes. Configure the Sign-up/Welcome bonus reward and guests receive it automatically when they enroll. It's issued once per guest, even if they leave and re-join.
How can I promote loyalty to guests?
Share your online accounts login page link in your marketing emails and post-visit follow-ups. Guests who create an online account are enrolled automatically.
Will guests be reminded about their rewards between visits?
Yes. ROLLER sends automated loyalty emails across the loyalty lifecycle. Guests are told when they earn a reward, then reminded again two weeks before it expires, so they have a reason to come back and redeem.
When should I review how my program is performing?
Set a review date two to four weeks after go-live. Check your enrollment and redemption rates and the loyalty Analytics dashboards to see what's working and where to adjust.
Learn more
- ROLLER Loyalty early access — what Loyalty is and how it helps your venue drive repeat visits.
- Get started with ROLLER Loyalty — plan, set up and manage your program from one place.
- How loyalty works seamlessly in the background — how guests earn, progress and redeem, and the full loyalty lifecycle.
- Set up loyalty rules and rewards in Venue Manager — configure your rules, rewards and point value, then activate.
- How guests join your loyalty program — the enrollment paths and how staff invite guests at POS.
- How loyalty emails work — the automated emails guests receive across the loyalty lifecycle.
- Measure the impact of your loyalty program with Analytics — track performance with the loyalty dashboards.