Why guests return… and why they don’t!

Running a holiday business isn’t just about offering great accommodation; it’s about understanding what makes guests tick. Over the years, I’ve noticed an interesting pattern: no matter how much people enjoy their stay, a large percentage don’t return. At Woodfarm Barns, about a third of our guests come back, which means two-thirds don’t. That might sound concerning at first, but when you dig a little deeper, it’s simply how travel works.

I’ve thought a lot about this, because understanding why guests return or don’t, helps me make Woodfarm the best it can be. Let’s face it, there is not a single business on this planet that has 100% customer retention, even if they give away what they do for free!

This simple philosophy is all we’ve been doing since 2009:

Provide the best accommodation we can, and give you everything you need for an enjoyable, immersive stay, so you leave with wonderful memories, eager to return and recommend us to family and friends. It ain’t rocket science!

And yet we don’t get 100% of our guests returning. I’ve made peace with that on the basis that the most successful entities in the universe don’t have this. When I started running analytics on how many of our guests were returners, we were around 24%, and this has steadily got to over 30%. I’m over the moon with that, and why wouldn’t I be?

But I wanted to dig deeper into the reasons people didn’t come back. So I took to the world wide interweb to find out why.

1. People Like Variety in Travel

One of the biggest reasons guests don’t return is that you love exploring new places. That’s cool, we’re ok with that.

Lots of travellers have a bucket list of destinations they want to tick off. Even if you had an amazing time at Woodfarm Barns, you might fancy trying Cornwall, the Lake District, or a European city break before coming back to Suffolk. I hear Tuscany is nice.

It’s not about dissatisfaction; it’s about curiosity. People are naturally drawn to new experiences, especially when it comes to holidays. No matter how perfect your stay was, many of you will always move on to somewhere new.

2. Loyalty Doesn’t Always Mean Repeat Bookings

When we think of customer loyalty, we assume it means guests will return again and again; in travel, it works differently.

As a Woodfarm guests, you might love your stay, recommend us to friends, follow us on social media, and even plan to return one day, but that doesn’t mean you’ll book again straight away. I know this because I have done it myself when I’ve been away. Countless times! I can only ever remember being a repeat guest in two places, and one of those is owned by my best mate from school!

This is known as attitudinal loyalty: we feel loyal to the brand and will happily tell others about it, but our own travel plans might take us elsewhere. And that’s still a win! If someone stays once and then recommends us to three other people, our business is still growing. And that was part of my original philosophy, remember?

3. Changing Circumstances & Priorities

Life moves on, and so do holiday habits.

A couple who booked a romantic break one year might have a baby the next, meaning their perfect getaway suddenly involves baby-friendly resorts, though we do cater for this. Other factors influence travel choices too:

• Budget: Some guests splash out on a luxury escape one year, then go for a more budget-friendly option the next.
• Family & Friends: Travel plans often revolve around who you’re going with. Someone who loved their solo retreat at Woodfarm might now be looking for a big group holiday with mates. We have our Barges, but you may want something different. And that’s ok.
• Time Constraints: Someone who had time for a Suffolk break last year might only have a long weekend next time, so you pick somewhere closer to home.

None of these reasons reflect negatively on us; they’re just the way people plan their travels.

4. A Third of Guests Returning is a Strong Result

Repeat business is gold dust in hospitality, but it will never be 100% of bookings as I’ve said. This does not happen. End of.

Research shows that most holiday businesses see the same pattern: the majority of guests visit once, and a smaller, but valuable percentage come back.

So, if a third of our guests return, that’s actually a fantastic retention rate. It means we’ve done such a good job that you actively choose to come back. That’s something to celebrate. And we do!

5. Encouraging More Return Visits

While some guests naturally move on to new experiences, there are ways to increase the chances of them returning:

• Fresh Experiences: New ideas for things to do in the area, which is why we constantly write about all the things Suffolk (and Tuscany) has to offer)
• Personal Connections: Regular email updates, social media engagement, and personalised messages help keep us on your radar.
• Loyalty Perks: A little incentive, like an exclusive discount for returning guests, can tip the scales in our favour. That’s why we introduced TOGS, our Loyalty Reward Points programme.

At Woodfarm Barns, we understand that travel habits vary. We love it when guests return, but we’re just as happy knowing that even if you don’t, you’ve had a brilliant stay, and might be telling others about us.

Final Thought: It’s About the Journey

People travel to explore, experience, and enjoy. Whether you return or not, what really matters is that your stay with us was a highlight of your journey.

So, if you’ve stayed with us before, thank you! Whether you come back next year, in five years, or simply recommend us to a friend, we truly appreciate you being part of the Woodfarm story.

Would love to hear your thoughts: what makes you return to a holiday destination? Let me know carl@woodfarmbarns.com

Key Pages you might find helpful

Last minute deals
From time to time, we have last-minute availability, and when we do, we like to make it even more tempting with a discount. If you’re in the mood for a spontaneous break, check out our page and see if there’s something waiting for you!

Location & Surroundings
Our latest poll showed that Location and surroundings were the key factor in holiday making choices, so why not see how we have this sewn up for you on our Location page? Nestled in the heart of rural Suffolk, Woodfarm Barns & Barges offers the perfect blend of countryside charm and waterside tranquillity.

Dog-friendly credentials
Discover retreats where luxury meets the wagging tail, offering you and your dogs plush accommodation, artisan treats, and endless country or riverside adventures. Dog-friendly accommodation at Woodfarm: ensuring your relaxation is as indulgent as their play.

FAQ’s: Frequently Asked Questions
If you’re someone who carefully considers every detail, then our FAQ Page is the right place! It’s where we provide extensive content for those who like to dive deep into the details before making a decision. If you can’t find your answer, then just get in touch here:

Contact Us
Whether you’re curious about availability, our accommodation, or planning your perfect Suffolk getaway, don’t hesitate to get in touch. I’m here to make your experience seamless and enjoyable, so just visit our Contact Us page and say hi.

Featured image by Emanuela Picone on Unsplash