The idea

Challenges in a loyalty programme are also a way to steer the customer journey. They shift visits to weekdays and evenings to even out demand, guide guests around the whole site so they get the full experience, and lead them towards paid extras. Instead of discounting the quiet hours, give people a challenge they actually want to take on.

Where it fits

Anywhere with peak times and limited capacity, or with several zones and services – theme parks and museums, shopping centres, restaurants, gyms, hotels, cinemas and service centres.

Example 1: Hersheypark (USA)

The programme is open to season pass holders. Challenges in summer 2024 included Evening Entry (a first visit after 5pm), Time Shifter (an evening visit, then another before noon the next day), Sunday Fun-Day (two Sundays), Weekday Warrior (five or more visits from Monday to Thursday) and HP Connoisseur (five visits in seven days). On top of that, there were Bonus Days, announced by email and text before 1pm on the day itself.

Points can't be spent – they only determine the member's tier. Rewards include a ticket for a friend, food, all-day queue-skipping and a prize draw for next season's passes. And as of 2025, the season's top members could also help create a new attraction.

Example 2: Aquarium of Niagara (USA)

Members earn points by scanning QR codes around the aquarium (once a day in each zone), meeting the animals and taking part in scheduled programmes and shows. Points can only be spent on extra experiences – feeding the animals, a photo with a sea lion, being a trainer for a day – and in the gift shop.

Two approaches

Hersheypark manages when and how often people come; Aquarium of Niagara manages where they go. What they have in common is that challenges cost less than discounts, drive footfall and add-on sales and, above all, keep people engaged. The better the experience, the more loyal guests become and the more often they come back.

What it does for the business

• Smoother demand with no direct cost per transaction.
• More engagement from people who have already paid for a pass – and so more revenue from food, shops and extras.
• Control over the visit experience: fewer disappointed guests who missed out on something or never knew a zone or attraction existed.

Takeaways

1. Start with a demand map: the hours, days and zones that sit empty are where your challenges should lead.
2. A challenge reward doesn't have to be a discount: a ticket for a friend, skipping the queue or helping design a new attraction is worth more to guests and costs the business less.
3. Treat challenges as part of the experience: they show customers what they would otherwise miss.

Which hours or areas sit empty in your business – and what challenge would bring customers there?

LOYALZ is not affiliated with, endorsed by or acting on behalf of the companies mentioned. This review is based on publicly available sources and reflects LOYALZ's opinion. Company and programme names are used for identification only and belong to their respective owners.

Figures are taken from the sources cited and were checked on 20 October 2026. Programme terms may change. If you spot an inaccuracy, let us know and we'll check it and put it right.