At least once a year, these holiday makers visit beach resorts. They remain as loyal customers of the resorts they visit. After a few trips, they become personally known to the owners and staff of the resorts. They are given priority in reservation, special rates, and even upgrades during peak seasons, which are all important in winning customer loyalty. The resorts maintain complete files of contact addresses, phones, and email, and in some cases, notes regarding special treatment expected by each one of these holiday-makers.