Customer retention concerns customers staying with a business over time. In businesses built around repeat purchases, this includes keeping the relationship active between sales. A retention measure needs a defined period and a clear way to decide whether a customer has been retained. Source: Salesforce: Customer retention

Choose a period that fits the question

For an agency, define whether you are reviewing repeat bookings, ongoing account relationships or another named measure. Keep the customer group and time period visible. This makes the result interpretable without borrowing a subscription-style measure that may not fit the report.

Turn feedback into a practical change

Ask returning customers what made booking again straightforward and review unresolved issues from previous trips. Choose a specific service improvement and record who will make it. This gives retention work a concrete focus beyond simply sending another offer.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.