Attrition rate refers to the percentage of customers, employees, or partners lost over a given period of time. In the tours and attractions industry, attrition can describe:

• Guest attrition → how many visitors fail to return for repeat bookings.

• Staff attrition → turnover among seasonal or part-time employees, which directly impacts operations.

• Partner attrition → when affiliates, OTAs, or resellers reduce or stop sending bookings.

For operators, monitoring attrition rate inside an integrated booking platform helps identify revenue leaks and operational risks. With data flowing in from POS systems, online bookings, rentals, and OTA APIs, managers can:

• Track repeat visit trends and guest loyalty.

• Spot high staff turnover that disrupts resource scheduling.

• Evaluate the performance of affiliate or OTA channels.

Reducing attrition—whether in customers, staff, or partners—leads to greater stability, higher guest lifetime value, and more predictable revenue.

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Formula:
Attrition rate measures the percentage of customers, staff, or partners lost during a given time period compared to the starting total.

Attrition Rate = (Lost Customers ÷ Total Customers at Start of Period) × 100

Examples:

• An annual pass program starts the year with 1,000 members; 150 do not renew → Attrition Rate = 15%.

• A bike rental club begins the season with 200 recurring customers; 40 stop booking → Attrition Rate = 20%.

• An affiliate partnership brings 50 OTA partners; 5 stop sending referrals → Attrition Rate = 10%.