Visitors’ behaviors and expectations around attractions and entertainment destinations have changed dramatically in recent years. We have seen lasting changes from the pandemic, the growth and impact of specific populations, and shifts in the labor pool, which directly impact the service experience. This seemed like the perfect time to take a pulse of the consumer, so we partnered with IAAPA to field a U.S. national research study of 1,497 attraction visitors across four generations (ages 18 to 70).
There is a great opportunity for attraction operators to improve the visitor journey across generations. We’ve identified the most impactful insights that executives, marketers, and guest experience professionals at attractions or entertainment destinations with operations in the U.S. The report takes an in-depth look at several areas, including:
We decided to survey visitors across all generations to see how each audience compares and how operators should uniquely cater to each group. The audience segments include: