Loyalty is important for reasons beyond the obvious. According to a previous PGAV survey, consumers are 42% more likely to use the products and services promoted within a brand destination after visiting it. (Destinology - Brand Destinations: Te Power of Place, August 2015)
Repeatability is also important. Nearly two-thirds of all attraction visitation occurs from repeat visitors. Teme Parks and Zoos see the largest number of repeat customers while Sightseeing Tours and Old Homes/Mansions see the lowest repeat business. Intent to return in 2016 is uniformly high across the board; except with Matures, who seem to have gotten their fill of Museums and Zoos in 2015. Some of the intent to return quituite h gh fo Millenn ls a
n numbeum ers are high: for M ennial and Gen. 43% 41% n Xer re rs, many of the intent
to return numbers double those of 2015. (Maybe some New Year’s resolutions?) Boomers reported more modest expectations; except for Teaters and Large-Format Screen Teaters, which appear to be high on to-do lists this year.
36% 34%
Te “Been there, done that” factor is high for repeat visitors. A similar sentiment we saw was, “I’ve seen it all, and it won’t change.” So how do you turn one-timers into repeat visitors? Keep attractions fresh with new content, new information, and added perks à la apps to plan activities, dining options, or transportation.
MORE VISITORS 11
MUSEUMS HISTORIC LANDMARKS HISTORIC HOMES & MANSIONS SIGHTSEEING TOURS
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