When families are watching their spending, showcasing clear, relevant offers on your website can be the difference between a booking and a bounce.
This guide shows you how to make sure guests can find your offers, how to word them safely, and what to do if you can't discount. It uses the Great British Summer Savings scheme as a worked example, and the same steps apply to any future scheme or seasonal offer.
The example: Great British Summer Savings
The Great British Summer Savings scheme ran from 25 June to 1 September 2026. It cut VAT to 5% on eligible services, including admission tickets to attractions, certain children's and family entertainment tickets, and children's meals. Attractions that took part could pass the saving on to guests.
It was more than a pricing change. It was also a chance to be found by families searching for affordable days out in an increasingly price-sensitive market.
Step 1: Make sure guests can find your offer
As with any offers, making sure they're clear and easy to find across your website is key:
Write a dedicated news or blog post about the offer. Use the scheme name, so you can be found when people search for it.
Add the offer to your main offers, discounts or tickets page. If you don't have offers, discounts and voucher code pages yet, create them.
Post about it on your Google Business Profile.
List your attraction on any official scheme finder, if one exists.
Share it in your email newsletter and on social media.
Mention savings and offers on your relevant seasonal pages too, so you capture people searching for your brand name plus discounts or offers.
Step 2: Keep the wording clear and accurate
Before you publish anything, ask your finance, ticketing or commercial team to confirm exactly how the offer applies to you. Rules can vary by ticket type, product, bundle, membership and food offer.
Avoid vague or misleading claims such as "from pricing" with big price jumps - this can be very offputting for guests. Specific wording or pricing packages are clearer and more helpful.
Step 3: Build out an offers page
Own your offers and discounts search terms with dedicated landing pages and FAQs. Here are ideas that add value without devaluing your product:
A multi-visit savings pass
Free upgrades
Free on-site discounts or upsells
Two days for the price of one (which also boosts spend on site)
Standard and VIP memberships
Sell the value of the day, not only the price
In a price-sensitive market, families compare value as well as price. A day out is an investment in time together and memories, so show what the ticket gets them: what's included, how long they can stay, and what makes it worth it. Offers like free upgrades, multi-visit passes and memberships protect your price while still giving guests a reason to book.
Quick checklist
If you're taking part in a scheme or running offers, check that you have:
☐ A clear page explaining the savings, using the scheme name
☐ The offer listed on your tickets or offers page
☐ Internal links from relevant pages
☐ A Google Business Profile update (offers)
☐ Newsletter copy prepared
☐ Your listing submitted to any official finder
☐ Clear terms covering dates, ticket types and exclusions
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