Table of Contents
- Why postcode targeting is the secret weapon most attractions ignore
- Start with the right data; always collect billing addresses
- Visitor heatmaps reveal where to focus your budget
- Hyperlocal targeting helps you spend smarter
- Know exactly where to grow next - with real visitor data
- Use postcode data across all your marketing
- Want to see where your visitors really come from?
Post SEO title
How postcode data helps visitor attractions target and convert more local visitors
Meta description
Unlock the power of postcode data to boost local bookings and optimise your attraction’s marketing spend. Learn how heatmaps and hyperlocal ads drive real results.
Your booking data is more powerful than you think - postcode targeting helps you reach real, local visitors who are most likely to visit, love it, and come back.
Why postcode targeting is the secret weapon most attractions ignore
Every time a customer makes a booking - whether it’s via card, Apple Pay, online checkout - you’re gathering data. Beyond names and emails, one of the most valuable pieces of information you collect is their postcode / ZIP code. But for many visitor attractions, this goldmine of data goes untouched.
Knowing where your visitors come from is key to understanding who your audience really is and where to focus your marketing. And when you have thousands of visitor postcodes? You can build powerful visitor heatmaps, uncover patterns, and create smarter, more cost-effective marketing campaigns.
In this blog, we’ll explore why postcode data is crucial for effective hyperlocal marketing, how to pinpoint your top-performing and underperforming areas, and practical strategies for using postcode targeting in both online and offline campaigns.
Start with the right data; always collect billing addresses
If you’re accepting card or digital payments - especially online - your ticketing system should collect billing addresses by default. This step isn’t just for fraud prevention. It helps protect your business from chargebacks, disputes, and unauthorised bookings.
And crucially, it lays the foundation for postcode-based insights and geographic targeting that help you target the right audiences and optimise your marketing.
Top tip: If your ticketing system skips billing address collection, you’re missing valuable data and increasing your exposure to risk.
Visitor heatmaps reveal where to focus your budget
Tools like heatmaps give you a clear, visual overview of where your visitors are coming from using that billing address data. This makes it easier to:
- See clusters of visitors and identify your strongest local catchments
- Spot areas that should perform better but don’t - revealing opportunities for growth
- Compare engagement across seasons and events to guide when and where to market
- Focus your budget on areas with proven demand, and scale back where results are limited
Top tip: Use heatmaps to challenge assumptions - real data often highlights hidden opportunities just a few miles from your site.
Example: A PYO farm attraction used their heatmap to spot strong Christmas demand from nearby towns that underperformed in summer. They launched targeted summer ads in those areas - and saw a notable lift in bookings.
Hyperlocal targeting helps you spend smarter
For UK attractions, targeting postcode sectors and districts (or ZIP codes in the US) delivers better results than casting a wide net.
You don’t need a huge audience - just the right one. Even with 1,000+ bookings, postcode patterns reveal where your best visitors come from and where growth opportunities lie.
Top tip: Import postcode or ZIP code lists directly into Meta or Google Ads - or use them for local print campaigns, venue partnerships, or school outreach.
Here’s how the numbers break down:
- Postcode sector (e.g. EX16 7): ~3,000–10,000 people
- Postcode district (e.g. EX16): ~20,000–100,000 people
- ZIP code (e.g. 90210): ~7,000–25,000 people
- 50-mile radius: anywhere from 100,000 to 4+ million, depending on location
Why it matters: Instead of burning budget on an entire city or radius, postcode targeting puts your message in front of real households who are most likely to visit - meaning better ROAS, stronger engagement, and fewer wasted impressions.
Know exactly where to grow next - with real visitor data
Postcode / ZIP code data isn’t just about where visitors came from. It tells you where to double down, where to test, and where to scale back. With the right analysis, it becomes your community growth plan.
With Beyonk, we take raw booking data and pinpoint every postcode within a realistic travel range - based on how far your visitors are actually coming from.
We then overlay population and age demographics using official census data. This highlights the postcodes with the strongest match for your target audiences, whether you’re targeting - young families, families, teenagers, adults, or grandparents - to see where those groups are most concentrated.
From this, every postcode is scored and segmented into:
- Core postcodes - your strongest, most loyal areas where retention and upselling matter most
- Growth postcodes - proven areas with much more potential, ideal for paid ads and campaigns
- Emerging postcodes - further afield but still within range, best suited for awareness and seasonal marketing
Top tip: This level of targeting helps you avoid blanket campaigns and build a visitor base that’s not just bigger - but better aligned to your most valuable audiences.
Use postcode data across all your marketing
Postcode insights aren’t just for reporting - they should inform every part of your marketing plan.
With postcode-level data, you can:
- Run highly targeted Meta and Google Ads to postcode sectors or districts with real booking history
- Plan leaflet drops and local mailers in areas with proven demand
- Build partnerships with schools, influencers, or venues in high-potential catchments
- Spot year-on-year trends to see which areas are growing - or slipping
Whether you’re driving summer bookings, launching a Halloween event, or growing memberships, postcode targeting helps you focus your time and budget where it matters most.
Want to see where your visitors really come from?
Schedule a demo with our team to explore postcode heatmaps, growth opportunities, and smart audience targeting based on your own booking data.
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