Client Loyalty Tracking
Your repeat customers are the foundation of a sustainable tourism business. Launchpad helps you identify, track, and reward loyal clients who return again and again, turning one-time visitors into lifelong advocates.
Why track loyalty?
Understanding client loyalty helps you:
Recognise VIPs — identify your most valuable customers
Reward repeat business — offer loyalty benefits
Predict revenue — forecast based on returning customers
Improve retention — spot and re-engage lapsing clients
Focus marketing — invest in relationships that pay off
Build advocacy — turn loyal clients into referral sources
Loyalty indicators
Launchpad tracks several metrics to measure client loyalty:
Booking frequency
How often a client books with you:
First-time customer
Repeat customer (2-4 bookings)
Regular customer (5-9 bookings)
Loyal customer (10+ bookings)
Total spend
Cumulative revenue from the client:
Helps identify high-value customers
Shows growth in relationship over time
Useful for tiered loyalty programs
Tenure
How long they've been a client:
New (under 1 year)
Established (1-3 years)
Long-term (3+ years)
Recency
How recently they last booked:
Active (booked in last 6 months)
At-risk (6-12 months since last booking)
Lapsed (over 12 months)
Viewing loyalty data
On client records
Open any client record
View the Overview section
See loyalty indicators:
- Total bookings - Total spend - Client since (date) - Last booking
Loyalty dashboard
Go to CRM
Click Reports
Select Loyalty Overview
View:
- Distribution of clients by loyalty tier - Revenue from repeat customers - Average customer lifetime value - Retention trends
Setting up loyalty tiers
Create tiers to categorise clients by loyalty level:
Access tier settings
Go to CRM
Click Settings (cog icon)
Select Loyalty Settings
Click Manage Tiers
Creating tiers
Set up tiers like:
Tier | Criteria | Benefits |
Bronze | 2+ bookings | 5% repeat discount |
Silver | 5+ bookings OR $2,000+ spend | 10% discount, priority booking |
Gold | 10+ bookings OR $5,000+ spend | 15% discount, exclusive access |
Platinum | 20+ bookings OR $10,000+ spend | 20% discount, VIP treatment |
Tier criteria
Define each tier with rules:
Minimum booking count
Minimum total spend
Minimum tenure
Combination of factors
Automatic tier assignment
Once configured:
Clients are automatically assigned to tiers
Tiers update as loyalty metrics change
You're notified when clients move up (or down)
Loyalty tags
In addition to tiers, use tags to mark loyalty status:
VIP — your most important clients
Loyalty Member — enrolled in your program
At Risk — showing signs of lapsing
Win Back — previously loyal, now inactive
Apply tags manually or automatically based on criteria.
Identifying at-risk customers
Catch loyal customers before they leave:
Create an at-risk segment
Go to Lists
Click Create Segment
Set rules:
- Total bookings greater than 3 - Last booking more than 9 months ago - Status equals Active
Name it "At Risk Loyal Customers"
Save
Automated alerts
Get notified when loyal customers become at-risk:
Go to CRM Settings > Notifications
Create a rule:
- Trigger: Client matches At Risk segment - Action: Send notification to you/team
Save
Loyalty reports
Customer Lifetime Value (CLV)
Track the total value of customer relationships:
Go to Insights
Select CRM Reports
Choose Customer Lifetime Value
View:
- Average CLV across all clients - CLV by acquisition channel - CLV by customer segment
Retention cohort analysis
See how well you retain customers over time:
Go to CRM Reports
Select Retention Analysis
View clients by when they first booked
Track what percentage return in subsequent periods
Repeat booking rate
Measure how many customers come back:
Repeat Rate = Clients with 2+ bookings / Total clients
Track this over time to measure loyalty program success.
Rewarding loyalty
Loyalty discounts
Set up automatic discounts for loyalty tiers:
Go to Products
Select a product
Click Pricing
Add tier-based pricing
Loyalty customers see their discounted rate
Exclusive access
Reserve special experiences for loyal clients:
Early access to new products
Members-only departures
Priority booking windows
Exclusive events
Personal touches
Small gestures that show appreciation:
Birthday messages
Anniversary acknowledgements
Complimentary upgrades
Handwritten thank-you notes
Loyalty program communication
Keep loyal customers engaged:
Welcome to a new tier
When a client moves up a tier:
Automatic email congratulating them
Explain their new benefits
Thank them for their loyalty
Set this up in Automated Follow-ups.
Regular loyalty updates
Periodic updates for loyalty members:
Points or status summary
Exclusive offers
New experiences they might enjoy
Reminders of unused benefits
Win-back campaigns
For lapsed loyal customers:
Create a segment for lapsed loyal clients
Send a re-engagement campaign
Offer an incentive to return
Make it personal — reference their history
Measuring program success
Track whether your loyalty efforts are working:
Key metrics
Repeat rate — percentage of customers who return
Average booking frequency — bookings per customer per year
Customer lifetime value — total revenue per customer
Tier progression — customers moving up tiers
Retention rate — customers active year-over-year
A/B testing
Test different loyalty approaches:
Different tier thresholds
Various reward types
Communication frequency
Incentive amounts
Tips for building loyalty
Make it easy — loyalty benefits should be automatic
Be consistent — deliver great experiences every time
Show appreciation — thank customers genuinely
Personalise — use their history to tailor experiences
Ask for feedback — loyal customers want to help you improve
Handle problems well — recovery builds stronger loyalty than perfection
Loyalty isn't just about repeat bookings — it's about building relationships where customers feel valued and connected to your brand. Track loyalty to nurture these relationships intentionally.