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Top Three 2016 Destinations: Zoo (55%), Museum (49%),


and Teme Park (48%) (Top in 2015: Zoo, Teater, & FEC)


Bottom Three 2016 Destinations: Historic Homes (13%), Dinner Teater and Cruises (17%), and Art Galleries (19%) (Bottom in 2015: Historic Homes, Botanical Gardens, and Art Galleries)


Most Likely to Visit in 2017: Zoos (59%), Teme Parks (55%), and FECs (55%) (Top three in 2016: Zoos, FECs, and Museums)


Least Likely to Visit in 2017: Historic Homes (26.5%), Dinner Teater and Cruises (28%), and


Botanical Gardens (31.8%) (Bottom three in 2016: Historic Homes, Botanical Gardens, and Art Galleries)


18.2% noted the last attraction they visited was a Teme Park, and 73.5% intend to go back this year (Zoos were top in 2015)


64.9% (-1.3%) of Millennials were repeat visitors and 18.4% (-2.1%) used a membership during thier most recent visit


43.6% (-11.8%) Promoters, 35.4% (-6.7%) Neutrals, and 21% (+4.2%) Detractors


The 2016 political environment caused 31% of Millennials to put off long haul trips; 21% put off overseas trips; 17% move investments to protect them; and 9% reduced their 401(k) deductions.


31


Millennials composed a larger share of aggregate 2016 attraction visitation at 42% (+9%), and 91% (-3%) will most likely visit an attraction this year. Tey also have the highest intent to visit “far more attractions” in 2017 (22%), they most likely will maintain the largest share of attraction visitation, forecasted at 44.7%.


73% (+8%) of Millennials traveled more than 50 miles for leisure last year, and intent to visit grows to 81.5% for 2017.


Tey are the generation most-influenced by attraction technology, with 59% saying it makes them more likely to visit, 44% saying it makes them more likely to stay longer, and 24% saying it makes them more likely to spend more money.


Millennials’ economic optimism for 2017 dropped by three percentage points to 44%, and 21% of them expect the economy to worsen. Part of an overall more critical consumer set, their average attraction satisfaction suffered an above average decrease over 2015 by 7%.


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