Developing Annual Pass Loyalty Programs

Course Description

This course investigates the value of annual pass loyalty programs and assists you in determining whether your attraction is ready to implement such a program. It explores several examples of possible guest perks and incentives and delves into how to analyze guest behavior and the three interrelated factors that help you decide whether a pass program is right for you: marketing, financial impact, and customer satisfaction. It also provides marketing strategies so that you can retain existing pass holders and attract new ones.

This 30-minute course includes multiple inline activities and insights into how to yield repeat visitation, increasing both your financial gain and guest satisfaction, as well as a knowledge check to reinforce the concepts. This is an excellent course for team members of an attraction who want to better understand a pass program, especially decision-makers in management or marketing.

Course Objectives

  • Recognize the benefits of a pass program
  • Gain a basic understanding of guest behavior analysis
  • Assess your attraction’s readiness for a pass program


 CEUs: .50

 Training Time: 30 minutes

 Language: American English

 Key Features: Inline Activities, Post-Assessment


Member Status Price
*Member $49
*Member - Student or Young Professional $0
Nonmember $99

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3 Month Access - Nonmember Price $99.00