What Matters to Them


So you want to open or improve your brand destination? Tat’s fantastic news! And we can certainly help you get started, because respondents were very vocal about their priorities and pain points during their most recent brand destination visit.


Brand destination visitors, no matter the type of brand destination or depth of passion for the brand, unanimously agreed that out of ten options, four key things are essential to make a great brand destination experience:


1


2 3 4


Friendly employees or volunteers


A unique experience that was out of the ordinary in some way


A diverse experience with a lot of different things to see and do


Something that is both fun and educational at the same time


So if you’re just the world’s largest ball of twine with grumpy employees and nothing to teach, you’ve got some great growth opportunities.


We gave our survey respondents 16 different attributes that are common at destinations of all kinds around the world, and asked them


to rate them on a five point scale of how important they are when considering their next brand destination visit. Five offerings consistently topped their lists:


1. Quality food 2. Interactive exhibits and activities 3. Live demonstrations 4. Guided tours 5. Special events


In summary, feed your guests well and interact with them in a variety of ways, and they’ll love you.


But you can’t be like Ronco and just “set it and forget it.” While very few respondents said that they wouldn’t soon return to their most recent brand destination, those that did almost all agreed that they had “been there, done that.” Tey went on to note that if there was something new and fresh to see or do at the brand destination, they’d be far more likely to buy another ticket and visit again. While reimagining and innovating might be simpler with the year lead-time of temporary exhibits, this presents a unique challenge for the most popular brand destinations – Brand Experiential Attractions – which require renovations, expansions, and changing exhibits to bring guests back for another round.


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