Return Rate

Return Rate

How much of your business comes from guests who have stayed before. A guest counts as new in the period of their first stay, and repeat in every later period they come back — so someone who first stayed in 2023 and returns each summer is new once and repeat every year after.

Return rate is the share of guests in each period who were repeat guests. For most seasonal properties it is a better health signal than revenue, because it moves before revenue does: a season where the rate slips is telling you something about the stay experience while you still have time to act on it.

Report Table

Each row is one time period with new guests, repeat guests, total guests, and the resulting return rate.

The buttons above the table switch precision between Day, Week, Month, and Year, and the date columns change to match. Day and week are useful for spotting event-driven traffic; month and year are where the trend actually shows. Use Export CSV to pull the numbers into a spreadsheet.

Related: Guest Loyalty breaks the same underlying data down by guest rather than by period, so it answers “who are my regulars” where this report answers “how many of them are there”.