Key Insights for Success!

February 28, 2024

PGAV’s Voice of the Visitor 2024 Unveils Key Insights for Success!

The landscape of attractions is rapidly evolving, and agility emerges as a key factor in the pursuit of success. What fuels this agility? The answer lies in empathy. PGAV’s Voice of the Visitor 2024 (VOV 2024) is now available, offering insights that illuminate the path to a deeper understanding of our visitors.

The good and the different

Visitors continue to explore attractions and are excited to see new things, but attractions must be ready to adapt. Let’s gaze into the future and explore how these insights can equip us for the evolving preferences of visitors in the upcoming year.

Attractions visitors express an intent to continue exploring in 2024, with 95% of responses indicating they plan to visit an attraction in 2024.
The general intent to explore an array of attractions sectors increases from 44% to 47%.
Despite the optimistic intent to visit attractions, visitors anticipate a decline in the frequency of visitation in 2024. In 2024, the average attraction visitor plans to explore 3.7 distinct attractions, signaling a 10% dip compared to the average and a 13% reduction from the 4.3 attractions reported in 2022.
Intent to visit the same attraction in 2024 fell to 67%, down from 69% in 2023.

Money and How to Spend It

Food and beverage is the spending priority for 59% of visitors.
A slight majority (55%) leaned toward bundled pricing, where one would pay a base price and augment their experience with additional amenities.

Motivations and Satisfaction

A relaxing environment is a motivating factor for 36% of visitors.
NPS 52, an 11-point ascent from last year.
Pain points that have a negative impact on the experience include long lines, unclean restrooms, rude employees, and not enough shade.
Positive experiences included employees’ warm greetings, employees offering to take photos, and helpful recommendations.

Addressing Challenges

Attractions should be welcoming to everyone. Unfortunately, 17% of visitors reported encountering discrimination at U.S. attractions, casting a shadow over the atmosphere. Digging deeper into the findings, VOV 2024 reveals that 35% of those incidents occurred within parties that included someone with a disability, while 30% took place in groups with a member who is neurodivergent. Together, we can work to create attractions that welcome everyone.

But wait, there’s more

Want to know how the industry performed in 2023? The impact visitors’ economic outlook is having on their plans? What types of tickets were used most often? Visitor’s primary motivators? There’s more data in the full VOV 2024 report, available here. Over the next few weeks, we’ll tell stories, talk to experts, and get a more comprehensive look at what this data means. Have a question or an insight? Let us know!

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Date

February 28, 2024