Gamification marketing for travel and leisure
People don't book a trip or a day out on impulse. They dream, compare and talk about it for weeks or months first. Gamification marketing lets you be part of that dreaming phase. A quiz, a scratch card or a countdown calendar gives people something fun to do with your brand today, and gives you a way to reach them again when they are ready to book.
Why games fit travel and leisure
- Your product is an experience. A game is a small experience too, so it feels natural for parks, hotels, destinations and tour operators.
- Your season is short. Sign-ups you collect before the season are people you can invite when you open.
- Your guests are already on their phones. A QR code in the park, at the hotel or on a ticket turns waiting time into play time.
Ideas for your next campaign
Before the trip: inspire and collect sign-ups
Use a personality test like "Which holiday type are you?" or a product finder that suggests the right trip, room or ticket. Ask a few questions about what people like, so you can send them offers that fit. Read more about using what people tell you.
Before the season: count down to opening
A campaign calendar or advent calendar gives people a reason to come back every day. Put a ticket, a stay or a season pass behind the last door.
Turn players into bookings
Give winners something they can use, and give everyone else a small reward too. BonBon-Land handed out free tickets to winners and a promo code to everyone else. About 9% of all players used their code, which turned the campaign into ticket sales. More on that in increase sales.
During the visit: make the day better
Ree Park put QR codes around the park for an Easter egg hunt. Each egg opened a quiz or a mini-game about the animals, and guests could enter a draw for annual passes. Around 30% of all visitors took part. A QR code on a sign, a map or a table card is all it takes.
After the visit: stay in touch
Guests who signed up during their visit can hear from you again before next season. A short game in your newsletter is a friendly way to say hello and remind them why they had a good time.
Tips that work in travel
- Time it with your season. BonBon-Land saw much better results in high season than in low season.
- Use paid media to reach new people. A game works best when it is part of your ad plan, not on its own.
- Choose prizes that bring people to you. Tickets, stays and discount codes for your shop all lead to a visit.
- Speak your guests' language. Our customers build campaigns in 65+ languages, and AI translation helps you do it fast.
Want more ideas? Read lessons from the travel industry on our blog, or see the full Ree Park story.
