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2016


2015


Four in ten attraction visitors held a destination membership or season pass in 2016!


Te number of card-carrying attraction lovers grew by three points in 2016 from 2015’s 37%. Tat means that more members came through your doors last year; and if the trend continues, more will this year as well. Zoos/Animal Attractions and Teme Parks are the most likely to be hosting members, as 24% and 33% of our respondents, respectively, held a pass to one last year.


From our research published last fall in Destinology, Te Value of Membership: Insights into Members and Season Pass Holders, we know that members can be extremely important to your organization. Tey tend to visit more often than single-day guests, make more premium experience purchases, and make more gift shop purchases throughout the year. Potentially most importantly, members and season pass holders (SPH) are often your biggest proponents and strongest sales tools.


NEW +1% -17% -13% -35% -25%


More than two thirds of members and SPHs are Millennials, followed by 18% as Generation X and 14% as Baby Boomers. 83% of all members and SPHs are families with children under the age of 18, and those families generally have an average household income of $82,000. Most cardholders noted that it took them four years of visiting an attraction before buying a membership; and for leading Millennials who said they don’t have a membership yet, 76% said they intend to buy one this year.


who is going? 15


BREWERY/WINERY TOURS


SIGHTSEEING TOURS**


MUSEUMS


BOTANICAL GARDENS**


HISTORIC HOMES & MANSIONS**


SCIENCE CENTERS**


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