Somebody organising is the best visitor there is. A search for a team activity or a birthday idea belongs to one person about to commit ten, and pages written for that organiser convert at a rate no individual booking approaches.
Gifts have two seasons and both are predictable. The weeks before Christmas and the run-up to Father's Day fill with people looking for a present for someone who likes cars, and a voucher page has to be ready well before then.
Weather brings unplanned business. Indoor things to do and rainy day activities are searched on the morning of a wet Saturday, and being findable that day fills rigs that were going to sit empty.
Enthusiasts search by name. A famous circuit or a particular car means somebody who has watched it on television all season. There are fewer of them, they book repeatedly and they arrive with friends.