LOCATION-BASED ENTERTAINMENT
Inside Swingers’ Growth Engine: Conversion, Upsells & Data
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40 %Bookings contain an upsell
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30 %Website conversion rate
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14 %Increase in spend per head
Overview
Swingers is a premium crazy-golf and experiential nightlife brand, known for immersive venues that combine gameplay with food, cocktails, and high-energy hospitality. As the concept expanded (including bold Las Vegas and Boston venues), Swingers needed the booking + commerce infrastructure to scale consistently across locations.
Easol Solutions: Website, Guest Booking Journey, Payments, Upsells, Packages, Sales Pipeline, CRM, Group Sales
The Challenge
As Swingers expanded from its UK roots into major US markets like Boston and Las Vegas, the business was no longer operating a single flagship venue—it was scaling a repeatable, high-performance model across geographies, audiences, and peak-heavy trading patterns.
Each venue combines time-bound crazy golf gameplay with a full food and beverage operation, group bookings, and layered guest experiences—all within a fixed physical footprint. That creates a uniquely complex commercial model: revenue isn’t just driven by ticket sales, but by how effectively gameplay slots, group sizes, packages, and F&B are orchestrated together.
As the business scaled, this complexity became harder to manage across multiple venues and systems. Fragmented tooling made it difficult to maintain a consistent booking experience, optimize availability in real time, and understand how different audiences—corporate groups, social bookings, walk-ins—were behaving across markets.
At the same time, expansion into the US introduced new operational pressures: higher volumes, different booking behaviors, and increased demand for pre-booked packages and premium experiences. To scale efficiently, Swingers needed tighter control over how inventory, pricing, and upsells worked together—without adding operational overhead for venue teams.
Crucially, gaps in the booking journey—particularly where offline or manual steps were involved—limited visibility into performance. Without a clear view of how guests moved from discovery to booking to in-venue spend, it was difficult to confidently optimize conversion, maximize spend per head, or make consistent, data-driven decisions across locations.
What Swingers built with Easol
A conversion-optimised booking journey
Swingers’ conversion rate has continued to increase quarter over quarter — clear evidence that the on-site journey and checkout flow are performing as designed. By introducing custom packages tailored to distinct audience segments and embedding them naturally within the booking flow, Swingers drove a 14% increase in spend per head, with 40% of bookings including a package add-on.
Seamless first-party tracking across the entire booking journey (GA4-ready)
Swingers built end-to-end journey tracking using Easol’s first-party GA4 tools, capturing every meaningful step of the booking flow—from venue/date/guest selection, to add-to-cart, checkout, and purchase.
Because the entire journey runs within one connected system, there are no cross-domain tracking issues and no need for data stitching. Every action is captured cleanly and consistently.
The result: clear, actionable analytics that show exactly how guests move from browsing to booking—enabling the team to optimize pricing, packaging, upsells, and marketing with confidence.
Maximising revenue per guest through structured upsells and booking journeys
By introducing dedicated booking journeys (Carnival, Families, Reserved Areas) and promoting upsells throughout the flow, Swingers increased attachment rates and online spend per head across UK and US venues.
34–35% of bookings now include Carnival, 40% of online bookings include an upsell, and online SPH has increased year-on-year — creating measurable incremental revenue without adding operational complexity.
"Since we’ve moved over to Easol it’s been night and day! We can be much more spontaneous and change our products on a regular basis, and our website is best-in-class, much more stable than what we used to have. And in terms of the customer experience, we can offer our customers so much more in flexibility and help, they can really curate their own booking with us. It’s given our team a whole new lease of life and we absolutely love it."
Matt Grech-Smith, Swingers Co-Founder and CEO
Why this matters for Swingers
Swingers now operates with a connected commercial system that brings bookings, payments, upsells, and customer data into one place—giving the team a clear, real-time view of performance across venues.
This has enabled more consistent decision-making across locations, with the ability to optimise availability, pricing, and packages based on actual guest behaviour—not assumptions. Marketing, commercial, and venue teams are now working from the same data, with a shared understanding of what drives conversion and spend per head.
By moving more of the booking journey on-platform and structuring how upsells are presented, Swingers has increased both visibility and control over revenue—without adding complexity for operations on the ground.
The result is a more scalable operating model: one that supports high-volume venues, diverse booking types, and premium guest experiences, while maintaining consistency across both UK and US markets.
Build a branded booking journey that lifts conversion and increases basket size.
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