Patrons'’ Patterns


Te blossoming family lifestyle of the Youth Cohort may be influencing their visitation patterns more than just the types of attractions they visit. According to last fall’s Destinology: Te Value of Membership, 37% of all attraction visitors used a membership or season pass at their last attraction. Our most recent data shows that these visitors are far more likely to be members of the Youth Cohort than Baby Boomers, most likely interested in a season pass so that they can bring their family back multiple times. (Graph Right)


Tis is reinforced by the fact that the Youth Cohort has a significantly higher intent to return to the same attraction sometime within the next two years, if it’s exciting. Baby Boomers seem to have a much stronger “been there, done that” mentality regarding attractions (“hedonic adaptation,” for you academic types). But the Youth Cohort also consistently seeks out new, fresh, exciting thrills, which may drive their interest in attraction season passes for efficient, quick access to their favorite adrenaline faucets. By keeping your target membership and season pass market in mind, make acquiring and using these passes as easy and efficient as possible, and make the value match the price. (Graph Right)


Generation Z and Trailing Millennials were also the most satisfied with their most recent attraction visit, with 76% noting they were “very satisfied” (as opposed to Leading Millennials/ Gen. Xers and Baby Boomers’ 68%). Tis may add one final layer to the repeat visitation finding: Gen. Z and Trailing Millennials know what kinds of destinations they want, they generally appreciate those experiences once completed, and were satisfied enough to purchase season passes or memberships.


tYPE OF TICKET PURCHASED


INTENT TO RETURN TO THE LAST ATTRACTION VISITED


Tese three generations have very significant, and very diversified, impacts on our culture, economy, and attraction industry. However, they continually evolve, adapt, and learn from one another as our world’s change continues to accelerate. Continuing to examine these developments will empower us as destination practitioners to remain nimble and provide tailored experiences and services to every guest who walks through the front gate.


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