MORE MEMBERS, PLEASE


As a consumer of fine art, culture, education, relaxing lazy rivers, or even adrenaline-pounding thrills, a membership or season pass carries with it a proud feeling of exclusivity, honor, and a notion of being “on the inside.” Frequent flyers often brag about the weight of their membership cards, the millions of miles they’ve accrued, or the perks of First Class. So it goes with members of destinations across the country: it’s a bragging right, a convenience, an opportunity to say, “Of course we’re members – want to go this weekend?”


As destination managers, you understand the value of memberships to your organization. Member data and feedback provide key insights into improving your operations, offerings, and communication. Members visit more often than one-day guests, making more premium experience purchases, stroller rentals, parking, and gift shop purchases throughout the year. Potentially most importantly, members are often your biggest proponents and strongest sales tools, singing your praises to their friends and family and will be there for you if/when (knock on wood) your institution faces public challenges.


Destination members and season pass holders are an incredibly valuable resource. In 2015, more than 99 million US households, 82% of all American households, visited an attraction. Of those visitors, 37% held a season pass or membership while doing so. To learn more about these essential attraction supporters, we partnered with H2R Market Research to study destination guests, whether members or not, to learn about their interests, behavior, motivation, and what they value in a destination season pass. Te insights revealed throughout this issue of Destinology can provide invaluable strategic input for you to attract more members and to make your current members even more passionate about you.


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