Attractions Management Vol 29 / Issue 1 2024

Page 76


WHAT VISITORS WANT How are today’s visitors reshaping the attractions industry? New research by IAAPA and LaneTerralever throws up some intriguing findings, say Nick Dan-Bergman and Lauren Hillery


hat are today’s visitors really looking for when it comes to locationbased attractions and experiences? What makes

them return, and what keeps them away? In order to better understand what drives

offerings, with 67 per cent of Millennials

digital experience agency LaneTerralever to

willing to pay incrementally for unique

carry out a national research study in the US.

experiences, compared to 36 per cent of

The team carried out a study of 1,497 US participants ages 18 to 70 (split equally

Boomers and 49 per cent of Gen X. We also found that visitors’ digital experience

between local attractions visitors and

is a key catalyst for visits, and it’s vital to get

destination attractions visitors) and interviewed

this right – 50 per cent of destination visitors

key industry executives to get a picture

surveyed said they won’t attend a particular

of the market. So what did they find?

attraction because of perceived difficulties

What were the top-line consumer findings from this report?

Consumer sentiment/outlook in 2024 is still


People are drawn to unique entertainment

visitors, IAAPA partnered with marketing and

navigating the digital experience. YouTube emerged as a critical marketing medium to reach affluent and Millennial visitors. Finally, we found that the vast majority of

strong. The research showed that a huge 93 per

visitors will pay more for less time in line – 75

cent of visitors plan to visit attractions the same

per cent of destination visitors are willing to pay

amount or more in 2024 compared to 2023. Fifty

more to spend less time queueing, and 4 out

per cent of Gen Z and affluent visitors plan to visit

of 5 of the top words used to describe ‘skip-

attractions more in 2024, compared to 2023.

the-line passes’ had a positive sentiment. Vol 29 / ISSUE 1

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