Types of attractions visited:
Resident visitors predictably scored 23% higher than Traveling Attraction Visitors on repeat visits, but they only ranked 7% higher on season membership.
Only 27% of visitors who last patronized a science center were traveling at the time. Most (73%) last visited a science center in their community.
Biggest groups Millennial, Minorities, and Caucasian Boomers
Which group visited the Zoo the most? Millennials (You thought we’d say families with children, didn’t you?)
Minorities – highest Twitter users Gen Xers and Minorities – highest Facebook users
Museum visitors earn $76K annually vs Teme Park visitors, who earn an average of $63K.
Matures had the highest Net Promoter scores (70.1%) and Millennials had the lowest (39.6%).
Boomers scored highest for Traveling Attraction Visitors; Millennials scored highest for Resident Visitors. Matures scored lowest on both.
Which group scored highest in the “did no attraction in 2015” category?
Boomers
• Te biggest difference between Millennials and Matures? Family Entertainment Centers: 44% vs. 12%, respectively.
• Biggest difference between Gen. Xers and Millennials? Not much – only an 8% difference on Teaters, with Millennials showing a bigger preference. Teaters were also the biggest difference between Matures and Boomers, with a 13% difference and a Mature preference.
• Millennials and Gen. Xers are equally fond of Water Parks.
Intent to visit in 2016:
• A whopping 59% of people who didn’t visit an attraction at all in 2015 plan to go to the Zoo this year.
• Tere were double-digit differences between Adults without Children and Families with Children, except for Art Galleries, Historic Landmarks, Teaters, Old Homes/Mansions, and Botanical Gardens.
• Tere were single-digit differences between the College-Educated and those without degrees, except for Teme Parks and Family Entertainment Centers. Both groups cited attraction websites as their number one source for planning.
Conclusion Te 2016 Voice of the Visitor: Annual Outlook on the Attractions Industry report forecasts an exciting 3% growth throughout the attractions industry, with 86% of respondents intending to visit attractions this year. Te findings show a rise in consumer confidence in the economy, and overall high guest satisfaction and intent to revisit the same attractions they visited in 2015. We at PGAV Destinations are fascinated and energized by these findings, and we hope that they help guide your leadership through a successful 2016.
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