How to Encourage Repeat Attendance Through Member-Only Perks

Bringing people to an event once is a great start. Getting them to come back is where community really grows. 🌱

Repeat attendance isn’t just about discounts. It’s about helping people feel valued, recognised, and part of something ongoing. Member-only perks are a powerful way to do exactly that, while also creating more predictable bookings for you.

We have put together a few simple, effective ways to encourage customers to keep coming back.

1. Use tiered discounts to reward returning bookers

Discounts work best when they feel intentional, not permanent. Creating perks that are only available to returning bookers helps reinforce loyalty without devaluing your events.

Early-bird access for your regulars 🐦
Offer early-bird access or a discount code that’s only available for a short window, for example, the first 48 hours after bookings open. Share it directly with past attendees before promoting the event more widely. This rewards loyalty and gives your most engaged customers first dibs.

Bring-a-friend discounts ⭐
Encourage community growth by offering a small discount when a returning booker brings someone new along. This keeps your events feeling welcoming while helping new people join through a trusted connection.

2. Leverage Memberships and Passes

Memberships and passes don’t just support repeat attendance, they change how people think about booking altogether.

Passes shift booking behaviour 🎟️
Passes move bookers from “Should I go this week?” to “I’ve already paid, so I’m going.”
For example, offering 10 classes for the price of 8 creates a sense of value while encouraging commitment. That upfront purchase increases the likelihood that customers keep booking and attending.

Memberships support consistency 🕺
Memberships offer flexibility for bookers while giving you more predictable income. They’re especially helpful during quieter or more seasonal periods, helping smooth out attendance dips without relying on constant promotion.

3. Create exclusivity with password-protected entries

Exclusivity can be a powerful motivator when it’s used thoughtfully. Password-protected entries let you create events that feel invite-only. Share the password only with repeat attendees or your most engaged customers to make them feel part of an inner circle.

This works well for:

• Advanced sessions
• Member-only workshops
• Loyalty previews or bonus events It reinforces a sense of belonging without adding complexity to your setup.

4. Build loyalty with automated communications

Some of the most effective loyalty-building happens between events. Automated emails help you stay connected even when nothing new is happening, without adding to your workload.

Post-event emails that encourage the next booking 💌
Set up post-event emails to send automatically after someone attends. These are a perfect place to:

• Thank them for coming
• Invite them back
• Share a returning-booker perk You could include a discount code for their next booking, or a nudge to purchase a class pass or membership.

Example templates to copy and adapt 💬

Thank-you + return invite
Thanks for joining us today, it was great to have you there.
If you’d like to book again, here’s a small thank-you just for returning bookers: [DISCOUNT CODE].

Pass-focused follow-up
Loved today’s session! If you’re planning to come along again, a pass can make things easier and better value. Take a moment to check out the available passes before your next booking.

Community-focused message

Thanks for being part of our community. Regular faces make these sessions what they are, and we’d love to see you again soon.

5. Use Customer Groups to group most loyal attendees

You can use customer groups to offer priority bookings and give them access to exclusive tickets.

Offering priority booking works well for:

• Popular classes that fill up quickly
• Limited-capacity events
• Seasonal launches or new timetables
• Giving loyal attendees early access reinforces their value and helps you secure bookings sooner.

Creating exclusive tickets is ideal for:

• Loyalty-only pricing
• Members or regulars' tickets
• Invite-only sessions or previews

Because access is controlled by the group, the experience feels seamless for bookers and simple to manage for you.

Final thoughts 💡

Repeat attendance grows when people feel recognised, not rushed. Member-only perks help turn one-off bookings into ongoing relationships, building stronger communities and more sustainable businesses at the same time.

Start small, test what resonates most with your audience, and build from there. 🚀

Discover how Bookwhen can help grow your community. Sign up for a free trial, or reach out via live chat or email to learn more! 🕺