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Top Three 2016 Destinations: Historic Landmarks (59%), Museums (58%), and Teaters (42%) (Same top three in 2015)


Bottom Three 2016 Destinations: Water Parks (9%), FECs (17%), and Science Centers (17%) (Bottom three in 2015: Water Parks, Large Format Screen Teaters, and Science Centers)


Most Likely to Visit in 2017: Historic Landmark (64%), Museums (59%), and Teaters (50%) (Top three in 2016: Historic Landmark, Museums, and Teaters)


Least Likely to Visit in 2017: Water Park (18%), Aquariums (22%), and FECs (26%) (Bottom three in 2016: Water Parks, Science Centers, and Art Galleries)


14.7% noted that the last attraction they visited was a Historic Landmark, and 59.5% intend to go back this year (Historic Landmarks were top in 2015)


58.4% (-0.9%) of Baby Boomers were repeat visitors and 16.1% (+3.8%) used a membership during their most recent visit


56.1% (-11.2%) Promoters, 29.1% (+5.2%) Neutrals, and 14.9% (+6.2%) Detractors


The 2016 political environment caused 21% of Boomers to put off long haul trips; 23% put off overseas trips; 22% moved investments to protect them; and 5.5% reduced their 401(k) deductions


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Baby Boomers experienced the most significant decrease in share of aggregate attraction visitation, dropping five points from 33%, but 92% (+3%) will most likely visit an attraction this year. Tis means that even though only 12% of them stated that they’ll visit “far more attractions” in 2017, they most likely will maintain the second largest share of attraction visitation, forecasted at 28%.


84% (+7%) of Boomers traveled more than 50 miles for leisure last year, and that projection grows to 91% for 2017.


Boomers are generally “average” when it comes to attraction technological preferences, with 49% saying it makes them more likely to visit, 30% saying it makes them more likely to stay longer, and 13% saying it makes them more likely to spend more money.


Teir economic optimism for 2017 increased by three points to 40%, and 28% of them expect the economy to worsen. Part of an overall more critical consumer set, their average attraction satisfaction suffered a below average decrease over 2015 by 5.8%.


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