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Who went on a trip? Te question should be:


Who DIDn'T go on a trip?


81% of all American households – nearly 99 million homes – visited an attraction in 2016, up one percentage point over 2015.


When looking at 2015 and 2016 attraction visitors, Millennials significantly increased their attraction visitation in 2016, making up a third of visitors in 2015 and growing to 42% in 2016. All four other generations, in turn, dropped slightly in their 2016 attraction visitation over 2015, as Gen. X dropped a percentage point from 26%, Baby Boomers dropped five points from 33%, and Matures (71+ years) dropped three points from 8%.


When we listen to all respondents in this year’s survey, including those who didn’t visit an attraction in 2016, we anticipate Millennials’ share of attraction visitors to continue to grow to nearly half at 44.7% in 2017. Gen. X intends to grow their share to just under a quarter at 24.6% and Matures by just two tenths of a percentage at 3.8%. Baby Boomers are the only generational cohort we anticipate seeing a slight decline in their attraction patronage in 2017, but only down by six tenths of a point at 26.9%.


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