The Ideal Attraction


Just like a scoop of ice cream in July, “the ideal attraction” comes in many different flavors for many different people. For Baby Boomers, affordability is the primary concern, distantly followed by near-equal concern with clean restrooms, safety, friendly employees, and being of “high quality.”


Affordability is also the top priority for the other generations, albeit to a far lesser degree. However, the Youth Cohort most drastically differs from its older counterparts as they’re looking for something active and physical to do, something that’s got some thrill and excitement, and may be far more inclined to write a negative review on TripAdvisor if you don’t offer free WiFi.


It’s a trend we’ve been watching for quite some time: attractions need to be unique and top-quality to motivate guests these days. As the younger generations curate a passport full of stamps, tending to value experience over possessions as a defining class characteristic, they become greater connoisseurs of travel and destinations. A recent study noted that 78% of Millennials would be happy to make a significant investment in an experience, rather than a material object (Eventbrite and Harris, 2017). In addition, with their constant monitoring of their friends’ social media feeds and review websites, they’re more educated about the menu of opportunities, and their quality, than any previous generation. Mediocre, ‘tradition,’ and ‘because we’ve always done it this way,’ simply won’t work anymore. Attraction managers must reinvest their profits in growing high fidelity, unique, great experiences. As you very well know, your competition is not just the other


like-attractions in the area. Te Youth Cohort is binge-watching Orange is the New Black at home, going for 100% completion in Fallout 4 on Xbox One, live Tweeting on the couch about the Oscars, or curating that home renovation board on Pinterest.


Give them an inarguable reason to come to you.


QUALITIES OF AN IDEAL ATTRACTION


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