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Boost your bookings this June: UK Edition
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Discover practical tips from visitor attraction providers to boost summer bookings: from handling weather-related drop-offs to navigating crop uncertainty with flexible ticketing strategies.
June marks the beginning of the peak season, a time when the pressure starts to build ahead of the crucial summer months. Fortunately, there is still time to make key optimisations to maximise bookings during this period.
In recent weeks, our Sales and Customer Success teams have been in discussions with hundreds of providers to understand some of the factors that contribute to their success and any challenges they may be facing during this time of year. From these conversations, two recurring themes have emerged...
Our Head of Customer Success, Jem has compiled these insights into a helpful guide below. This guide highlights how some providers are adapting, providing you with actionable insights to help boost your bookings this June.
1. When the weather app hurts more than the weather itself 🌦️
This one came up a lot.
The app shows 🌧️ and bookings drop. Even if it’s dry by 11am, or it’s gloriously sunny all day with any rain due long after closing time, the damage is already done. With hyper-local forecasting now more common, it doesn’t take much: even a slim chance of drizzle and the icon turns gloomy, triggering cancellations.
Some providers told us they’ve been seeing more booking volatility than ever, even on days that ended up being completely fine. So how are they pushing back?
What we’re hearing from providers:
- Telling their own weather story via social media: Reels, stories, or even just a photo posted each morning around 9am – “Clear from 10–3!” or “Yes, it’s drizzly, but we’ve got free hot chocolates and dry barns.” Framing the day early, and positively, seems to be going a long way.
- Using the right kind of rain content: Not just sunshine and wildflower fields - providers are actively posting more content with wellies, bright rain jackets, and muddy dogs to set better expectations and show that fun isn’t weather-dependent.
- Selling the rain as part of the experience: Ponchos, waterproof blankets, or boot hire as checkout add-ons can be more than a revenue top-up. By ensuring they’ve got everything their visitors need regardless of the weather outcome, some providers are removing blockers for young families and repositioning the weather as part of the adventure, not something to be afraid of.
And if you're looking for a reason to embrace the mess… Our Customer Success Manager, Emma, spotted that June 29th is International Mud Day! We’re already seeing a few of our providers planning playful campaigns, looking at muddy assault courses, pig petting, and “muckiest family photo” competitions. It’s a great excuse to shift the narrative and maybe even make people hope for rain!
⛈️ If the weather really does win…
Of course there will be days where it’s not just perception - it’s unsafe, inaccessible or simply impossible to open.
In those cases, mass refunds don’t have to be the only way forward.
- Use your booking system to send a quick bulk email/SMS to update your visitors in real-time
- Convert your bookings to gift cards
- Let visitors rebook when the weather’s better
The main thing: keep the revenue if you can, and give people a clear reason to return.
2. Crop-dependent providers are in limbo 🌽
On the flip side, we’ve also had a lot of conversations with crop-based providers whose challenges are very real - not just perception.
Spring 2025 is now on track to be one of the driest in over 100 years, and we’re hearing it’s having a very uneven impact. Berry growers are making headlines with strawberries bigger than your mouth! But maize mazes, sunflower fields, and other late-summer growers are stuck in limbo - hard to plan, harder still to promote.
It’s such a touch balance to strike: launch too early, and risk needing to cancel. Launch too late, and miss the peak booking window.
What’s working for some providers:
- Season passes: For those where crops are just one part of a wider offer, memberships help take the pressure off a single crop launch - and give visitors permission to come back throughout the season.
- “Any day” passes: Especially useful where crop timing is uncertain, selling open-date tickets within a window (like July 20–August 31) gives providers flexibility while locking in revenue. Some are breaking this into blocks (e.g. 2-week windows) to help with crowd control.
- Limited early tickets for guaranteed dates: While your ‘early planner’ demographic will be looking to book 12+ weeks out, that’s still only a small slice of your audience. A few providers are offering a small number of early bird tickets for the dates they’re confident about - with messaging like “these early bookings help us get everything ready”, and pairing this with social posts showing how you’re getting on builds a sense of shared investment in the season giving your visitors that ever-important emotional connection.
🌟 Idea of the Month: Tiered tickets with limited capacity
This idea is particularly relevant to those providers whose experiences are either competitive or time-sensitive.
The idea’s simple:
- Step 1: Create three ticket tiers - 1, 2, and 3 - each a little more expensive than the last.
- Step 2: Limit capacity at each tier.
That way, early bookers feel rewarded, and latecomers see real urgency. It gives people a nudge without needing a big discount push - and you get more upfront commitment.
👋 Final thoughts from our CS team
If anything here sounds familiar, it’s probably because we’ve heard it from you! Thanks for sharing your time and your stories - it’s this kind of thinking that helps us pull together useful ideas for our wider community, and ensure the future of our Visitor Centric Ticketing™ platform is designed with your challenges in mind.
Got something you’d like us to explore next month? Or a specific issue you’re wrestling with right now? Drop us a line at support@beyonk.com and we’ll see what we can dig into.
Let’s keep the ideas coming.
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