Hospitality CRM
What brings guests back? A look into what’s driving customer loyalty for hospitality venues
- Great food and value for money are the driving factors in bringing guests back, each scoring 53% with customers.
- Value for money isn’t just about the price – top quality food and excellent service come before cheap prices.
- Proximity plays a huge role in repeat visits—frequent customers travel just 3.95km on average, compared to 8km for occasional visitors, proving that convenience is key to long-term loyalty.
‘Loyalty’ is a term we hear being thrown around a lot when it comes to hospitality brands. How do we build it? How do we earn the trust of our customers? The key? Learning what truly matters to your guests and learning what drives their decisions when choosing a hospitality venue.
And that might be a less emotional choice than you’d think. What drives loyalty is often driven by what is most convenient. And for operators, loyalty really amounts to frequency – getting more guests to come back again.
It's common industry knowledge that gaining new customers is more costly than getting existing customers to return. Acquiring a new customer can cost 5-10 times more than retaining an existing one, and loyal customers also spend 67% more on average, according to BIA Advisory.
A fresh report from KAM in partnership with Access Hospitality gathers the views of 500 hospitality consumers to find out what brands can do to get them back for a second, third or fourth visit. Almost half of our survey respondents are members of hospitality loyalty programs, indicating a continued solid interest in rewards that resonate.
Leading loyalty
When it comes to customer loyalty in hospitality venues, it’s not just about price—it’s about the overall experience. Our data reveals that value for money and quality of food are the two biggest factors influencing return visits, with over half of customers (52.8% and 52.6% respectively) citing them as key reasons for staying loyal to a venue.
But it’s not just about what’s on the plate—how guests are treated plays a crucial role too. Almost 44% of customers say that excellent service is what makes them return, while friendliness of staff (35.2%) is another major factor. Convenience also plays a significant role in loyalty, with 42.2% of customers admitting they’re more likely to return to a venue simply because of its proximity.
Jo Lynch, Account Director, KAM Insights, highlights why these insights matter:
"We’ve always known that great food, value and service are what drive repeat visits. This data reinforces that customers aren’t just looking for a meal or a drink—they want a complete, welcoming experience that keeps them coming back time and time again."
Worth Every Penny
With the cost of living still front of mind, customers are being more selective about where they spend their money—but when they do, they want quality. Our survey data reveals that for most people, ‘value for money’ doesn’t just mean finding the cheapest option. Instead, 61% say it’s about top-quality food, while 37% believe great service makes their spending worthwhile. That’s not to say price doesn’t matter—31% of customers still see a good deal as a key part of the equation.
The Power of Proximity
Convenience is king when it comes to customer loyalty, with 42% of people saying proximity is the main reason they return to a hospitality venue. Whether it’s grabbing a coffee on the way to work or choosing a local pub for a midweek meal, location plays a critical role in shaping repeat visits.
High-frequency customers—those who visit a venue five or more times—travel an average of just 3.95km, while those who visit only once or twice are willing to go much further, averaging 8km per trip. The impact of distance varies by venue type, too. Cafés attract customers from an average of 7.29km away, while Quick Service Restaurants (QSRs) see the longest travel distances at 10.86km, likely due to brand loyalty or unique menu offerings. Meanwhile, food pubs sit in the middle, drawing visitors from around 5.81km.
The importance of location is further reinforced by loyalty scheme data—44% of customers say they’d be more likely to join a loyalty program if a venue is conveniently located. For hospitality brands, this highlights the value of being close to where people live, work, and socialise. While great food and service remain key, it’s proximity that keeps customers coming back time and time again.
Playing the long game
Martin Verdon-Roe, Hospitality General Manager at The Access Group, said:
"With customers still feeling the pinch of rising costs, it’s no surprise that value for money is a top priority. People may be eating out less often, but when they do, they want quality—whether that’s great food, excellent service, or a good deal. Venues that deliver on these factors are the ones that will keep guests coming back."
He added: "Proximity and convenience also play a huge role in customer loyalty. Our research shows that high-frequency visitors tend to stay local, choosing venues within a short distance that fit easily into their routines. Quick-service restaurants and cafés see the most repeat visits, proving that when a venue is easy to access, it becomes part of a customer’s daily or weekly habits. But location alone isn’t enough—operators need to ensure the experience is worth returning for, time and time again."
"A good CRM system can make all the difference when it comes to driving repeat business. By tracking customer preferences and visit frequency, venues can offer personalised rewards, tailored promotions and timely reminders that bring guests back through the door. Whether it’s a loyalty scheme, exclusive offers for regulars, or a simple ‘we miss you’ message, the right technology helps hospitality businesses turn one-time visitors into long-term customers."
5 Tips for getting guests back
- Focus on quality and feedback
Great experiences keep customers coming back, but how do you know if you're delivering what they expect? Regularly gathering feedback helps you fine-tune your offer, whether it’s through post-visit surveys or real-time reviews. Align pricing with experience, train your team to deliver consistently high standards, and use insights to make improvements. With survey and landing page tools, you can easily collect and act on customer feedback to build lasting loyalty. - Offer the right incentives
The right rewards can turn a one-time visitor into a regular. While 67% of customers prefer money-off deals, everyday venues often see success with loyalty rewards and free item offers. The key is making incentives feel valuable without overcomplicating the process. With loyalty and rewards software, you can easily tailor offers to customer preferences, track engagement, and encourage repeat visits with seamless, automated rewards. - Keep it simple
Customers stick with loyalty programs that are easy to use and deliver consistent benefits. More than half (56%) prefer programs that offer regular rewards rather than long waits, and 53% value clear savings. The most effective approach? A straightforward system where points translate into money-off vouchers—something 72.6% of customers say they prefer. Minimise barriers, make earning and redeeming effortless, and keep the rewards flowing. - Make your emails work harder
Email is a powerful tool for keeping customers engaged—but only if used effectively. Sending personalised offers, reminders about rewards and exclusive deals can encourage repeat visits. Automated emails triggered by past visits or abandoned bookings help keep your venue top of mind. With the right Hospitality CRM, you can segment your audience and tailor messages to what they actually want—whether it’s a discount on their favourite dish or a nudge to complete their next loyalty reward. - Put proximity to work
Convenience is a major driver of customer loyalty, with 42% of guests returning to venues because they’re close to home or work. Make the most of this by targeting promotions based on location—whether it’s a lunchtime deal for nearby office workers or an exclusive happy hour for locals. With the right segmentation tools, you can tailor offers to different customer groups based on how often they visit and how far they’re willing to travel.
Bring back more customers this year
Retaining customers is not only more cost-effective than acquiring new ones, but it also builds stronger, long-term relationships with your guests. Every hospitality operator wants their visitors to return time and time again, and the key lies in understanding what drives their loyalty.
With Access Acteol CRM, you can unlock the power of your data to deliver the right message, to the right person, at the right time—turning first-time visitors into loyal customers.
Get the full report
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Methodology
500 UK based consumers were interviewed, who had visited a hospitality venue within the 4 weeks prior to this research study. The research was conducted in early December 2024.