KNOW YOUR


NEIGHBORS’ MEMBERS For a destination, one of the key benefits about season passes and memberships is that you have the ability to collect contact and behavioral information. But that information is limited solely to your destination. Here we highlight the average trends and demographics of members of all U.S. destinations.


67% of members and season pass holders are Millennials, followed by 18% as Generation X and 14% as Baby Boomers. Unsurprisingly, a majority of Season Pass Holders (SPHs) are families with children under the age of 18 – a whopping 83%. For an American family of four, those with destination memberships typically make a household income of $82,000, substantially higher than the median national income needed to support a family of four, at $63,700.


Majority Season Pass Holders? 83%


Families with children under the age of 18 For an American family of four, those with destination memberships typically make a household income of $82,000, substantially higher than the median national income needed to support a family of four, at $63,700.


Teir membership courtship, however, wasn’t a quick one. Most SPHs and members stated that it took them visiting a single destination for two to three years before they were finally converted to members. However, now that they’re part of the team, they intend to visit nearly five times this year. For those upper Millennials who don’t already have a membership, 76% say they’ll purchase one in the next 12 months and 95% say they’ll be visiting an attraction within the same time period regardless of membership. Tis demographic has the highest likelihood to do either.


60% of SPHs note that their membership applies to a destination within 50 miles of their home. Once on site, they’re more likely than one-day admissions customers to participate in almost every destination activity: rides, interactive exhibits, special events, live entertainment, and immersive animal exhibits. Te only exception is that they’re less likely to purchase food on site, which may be explained by the close proximity of their home or group composition. Living close to home, members may eat before or after visiting; and if they’re traveling with children (families are the most common members), they’re likely to have packed their own food.


Although members are generally more satisfied with their visits than single day guests, their greatest pain points, not dissimilar from single admissions guests, are the lack of good WiFi throughout a destination and irritating, intrusive security protocols and personal searches. Despite these annoyances, members are 5% more likely than guests to recommend their destination of choice to friends and family. Knowing your own members is essential, but also knowing your neighbors’ members can help you understand how to make them your members, too.


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