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Zoo & Aquarium - Digital Customer Experience Report 2022

57 of the top zoo and aquariums in the U.S. ranked based on their web, social media, and brand experience presence

What The Report Includes

After years of social distancing and pent-up demand, U.S. families looking to experience large-scale attractions such as zoos and aquariums have taken off in 2022. While many of the changes we saw in the early days of the pandemic are a thing of the past, several changes to guest experience will be permanent, including how guests interact with you online. LaneTerralever’s “2022 Zoo & Aquarium Digital Customer Experience Report” ranks zoos and aquariums based on their web, social media, and brand experience. Take a look at the top 3:

  1. Denver Zoo
  2. San Diego Zoo 
  3. Maryland Zoo 

3 Key Components of Digital Customer Experience

Getting your marketing and digital customer experience right is critical to any attraction's long-term success. We evaluated zoos and aquariums based on how well they performed in 3 areas, including:

  • Website - Are you providing visitors an experience designed to make it easy to accomplish key tasks and consistently performs across different devices?
  • Social Media - Are you creating unique content touch points with your visitors to drive more frequent attendance and brand advocacy? Are you getting the most out of TikTok?
  • Brand Experience - Are you communicating using thoughtful messaging, building positive customer sentiment, and communicating a high level of perceived brand value, using email/SMS to maximize customer lifetime value?


of zoos/aquariums have a presence on TikTok, but only 15% use the platform to its fullest extent.

Opportunities For Zoos & Aquariums to Enhance Digital Customer Experience

The largest areas of opportunity we found were to enhance the mobile web experience to drive an increase in online ticket sales and more effective use of social media content to drive loyalty and more frequent attendance. While TikTok adoption was strong, most are not yet sure how to maximize its use. Many of the opportunities for improvement are what we consider to be low effort but high impact, meaning there is a lot of low-hanging fruit for those surveyed to take advantage of.

We Work With Leading
Attractions, Zoos, Museums, Live Events,
and Entertainment Destinations