Showing Value #5 - Rain Proofing Your Value Proposition

A wet forecast doesn't have to mean a quiet day. Guests check the weather, then check your website. If your site tells them clearly what they can still do, what happens to their booking and why the day is still worth it, you keep far more of the visits (and revenue) you would otherwise lose.

This guide uses the same two levers as our heatwave guide: flexibility and urgency. It adds a third thing, which is simply being clear about what's covered.

What guests want to know when it rains

When the forecast turns, guests are asking four things:

1. Are you open?

2. What can we still do if it's wet?

3. What happens to our booking if we change our minds?

4. Is it still worth the trip?

If your website answers all four quickly, you stand out from the attractions that leave guests guessing.

It's also what guests are asking AI tools. Questions like "what's the best attraction near me for a rainy day" are now typed into ChatGPT and Gemini, so clear rainy day content helps there too.

Step 1: Show what's covered, from the start

Like your shaded and air-conditioned areas in a heatwave, your indoor and covered areas are a selling point. Don't make guests dig for them.

• Create a "What to do when it rains" page and link to it from your homepage, your plan your visit page and your tickets page.

• List indoor and undercover attractions, shows, cafes and play areas.

• Show the covered parts of your site map, if you have one.

• Mention what's open and closed in wet weather, so there are no surprises on arrival.

• Add the key points to your FAQs.

Step 2: Make your wet weather policy easy to find

Guests who are worried about the weather will look for your policy before they buy. Put a short, plain English summary next to the buy button, and link to the full terms.

Be specific. For example, say whether you offer:

• Free date changes (and how much notice you need)

• Rain checks or return passes

• Partial refunds, or credit instead

• Any rides or areas that close in bad weather

Avoid vague promises. Clear, honest wording avoids complaints on the day.

Step 3: Pull the flexibility lever

Just as with heat, guests will pay for flexibility. Think about options that turn a wet day into a second visit instead of a refund:

• Multi-visit passes or two-day tickets

• Time-limited annual passes

• Cancellation cover (if your booking system supports it)

• A free return visit offer if it rains

You lock in the revenue and the guest keeps the plan to visit.

Step 4: Pull the urgency lever

A wet day is a good moment for indoor events and special experiences that guests can't get on a sunny day. Think workshops, shows, behind the scenes sessions, themed indoor days and bundles that include food or an upgrade.

Set them up as time-limited offers, so guests have a reason to book now.

Step 5: Communicate on the day

Weather changes fast, so keep your website and your online listings in step:

• Use an alert message to share today's opening times, closures and advice.

• Update your Google Business Profile with any changes.

• Post the same message on social media.

• Keep your "What to do when it rains" page current, so it's accurate when guests land on it.

Quick checklist

• ☐ A "What to do when it rains" page that's linked from key pages

• ☐ Indoor and covered areas clearly listed

• ☐ A short, plain English wet weather policy next to the buy button

• ☐ At least one flexible ticket or pass

• ☐ A rainy day offer or indoor experience ready to switch on

• ☐ Alert message and Google Business Profile updates ready for the day

Created by Neil Lewin, Modified on Fri, 9 Oct at 7:03 AM by Neil Lewin