Make the hard work look easy... especially when it comes to turning your occasional out-of-town visitors into regular, loyal clients who plan their trips around your availability. Let's face it—we've all had those fabulous clients who drive hours just to see us, then disappear for months until their next "I'm coming to town!" text. What if you could turn those sporadic visits into predictable revenue streams? Enter the Frequent Flyer Program—your secret weapon for building a dedicated clientele that stretches far beyond your zip code. This isn't just about stamps on a card; it's about creating a system so irresistible that clients would rather drive three hours than try someone new in their hometown.
Imagine this: Sarah from Atlanta visits her family in Orlando quarterly. She discovered your spa during her last trip and loved her hydrodermabrasion treatment so much she's been dreaming about it for months. But when she returns, she books with a different therapist because there's no incentive to request the same person. A frequent flyer program changes this dynamic entirely—it gives her a compelling reason to not only return to your business but to specifically seek out the same service provider.
The beauty of targeting out-of-town clients is that they're often willing to spend more on self-care during trips—they're in vacation mode, celebrating special occasions, or simply want to make the most of their time away. They're your perfect audience for premium services like dermaplaning or lash lift treatments that deliver immediate, noticeable results. Let's dive into how to create a program that keeps them coming back mile after glorious mile.
Why Out-of-Town Clients Deserve Special Attention
Before we build your program, let's acknowledge the goldmine you're sitting on. Traveling clients often have higher disposable income during trips, they're more likely to book multiple services ("while I'm here..."), and they become walking billboards in their home communities. A client who raves about your ItalWax experience in Chicago might send you five new clients from her friend group—who also visit Orlando periodically.
These clients are also less price-sensitive than local regulars. They prioritize quality and experience over cost, making them ideal candidates for your premium offerings. That sunless tanning package with add-ons? They're more likely to say yes. The signature body treatment with aromatherapy upgrades? Absolutely. They're on vacation mentality—capitalize on it!
Building Your Frequent Flyer Program: Step by Step
First, define what "out of town" means for your business. Is it 50 miles away? Different state? Different area code? Set clear parameters so your team can easily identify eligible clients. When collecting client information, always include address fields in your intake forms—this data is marketing gold.
Your program structure should be simple enough to explain in 30 seconds but valuable enough to drive behavior. Consider a points-based system where clients earn:
- 10 points for every dollar spent
- Double points on their first visit
- Bonus points for booking multiple services
- Extra points for referrals who book appointments
Points can be redeemed for discounts, free services, or exclusive products. For example, 500 points might earn them a free cuticle oil, while 2,000 points could give them a complimentary massage upgrade.
Technology Makes It Easy
Gone are the days of paper punch cards that get lost in suitcases. Invest in a digital loyalty program that clients can access via their phones—they're traveling anyway, so they'll have their devices handy. Many booking systems have integrated loyalty features, or you can use standalone apps specifically designed for salons and spas.
When clients check in, your system should automatically flag them as "out of town" and apply appropriate points. Send automated texts when they earn new rewards: "Hey Sarah! You just earned 200 points toward your next sugar scrub—only 300 more until it's free! When are you coming back to Orlando?"
Create Geographic-Specific Offers
This is where the magic happens. Track where your out-of-town clients are coming from and create special offers for those regions. If you notice several clients traveling from Atlanta, run a "Atlanta to Orlando Wellness Journey" promotion with bonus points for clients from that area.
Time your communications strategically—send "We miss you!" emails a few weeks before major holidays or events in their home cities. If you know Atlanta has heavy traffic during certain festivals, reach out beforehand: "Escaping the Atlanta festival crowds? Book your relaxing escape with us and earn double points this month!"
The Welcome Back Package
When your frequent flyers return, make them feel like royalty. Have a special check-in process for them—perhaps a dedicated "traveler's welcome" station with refreshments and a quick form to update any information. Train your staff to recognize them: "Welcome back, Sarah! We've been looking forward to your visit—how was the drive from Atlanta?"
Consider creating a "traveler's menu" of services specifically designed for clients who may have limited time but want maximum results. Think express services that deliver big impact: brow laminations, lash tints, or express microdermabrasion.
Leverage Local Partnerships
Partner with local hotels, Airbnb hosts, and tourism boards to cross-promote your program. Offer hotel guests a special "first-time visitor" bonus when they book with you. In return, you can offer hotel staff discounted services—they're often the ones recommending local businesses to guests.
Create physical welcome packets that hotels can give to guests—include information about your frequent flyer program alongside samples of your retail products like premium skincare items or relaxation products.
Make the Journey Part of the Experience
Help clients maximize their travel time by creating playlists for their drive, recommending podcasts about self-care, or even providing travel-sized versions of your best-selling products for their journey. Sell travel-sized containers filled with your signature sugar scrubs or massage oils.
For clients flying in, consider offering airport pickup services or partnerships with local transportation companies. The easier you make their journey, the more likely they are to return.
Track and Analyze Your Results
Your frequent flyer program isn't a "set it and forget it" initiative. Regularly review which clients are participating, what rewards they're redeeming, and how the program affects your bottom line. Calculate the lifetime value of these clients compared to your local regulars—you might be surprised at the results.
Survey participants about what they value most—is it the points, the recognition, the special treatment? Use this feedback to refine your program continuously.
Beyond the Program: Creating Lasting Connections
The most successful frequent flyer programs transcend transactions and build genuine relationships. Remember personal details about your traveling clients—ask about their kids by name, remember their career field, follow up on previous conversations. These personal touches transform your business from a service provider to a destination.
Create a private social media group for your frequent flyers where they can connect with each other, share travel tips, and see exclusive content. Host special events timed with major holidays or local festivals—invite your out-of-town clients specifically and make them feel part of an exclusive community.
Stock Up for Success
As you implement your frequent flyer program, ensure you have the products and equipment to deliver exceptional experiences consistently. Nothing derails loyalty faster than wanting to redeem points for a specific service only to find out you're out of stock on essential supplies.
Keep your waxing supplies fully stocked, particularly popular brands like ItalWax and Cirepil. Ensure your towel steamers are functioning perfectly for those luxurious warm towel moments. Stock ample professional cotton products and high-quality towels to maintain your standards during busy periods.
Consider creating signature service packages exclusively for your frequent flyers—perhaps incorporating premium products from lines like Tuel Skincare or June Jacobs that they can't easily find elsewhere.
Ready for Takeoff?
Implementing a frequent flyer program for your out-of-town clients might seem like extra work, but the payoff in client retention, increased spending, and word-of-mouth marketing is substantial. These clients choose you despite the distance—reward that loyalty and watch your business soar to new altitudes.
Start small if needed—even a simple digital punch card system specifically for travelers can yield impressive results. The key is consistency, communication, and delivering exceptional experiences that make the journey worthwhile. Before long, you'll have clients scheduling their vacations around your availability—and isn't that the ultimate compliment?
Your out-of-town clients are already making the effort to visit you—now it's time to give them even more reasons to keep coming back. Ready to build loyalty that spans state lines? Your frequent flyers are waiting for their boarding passes.
