accounted for 21% Our data revealed minority groups
of attraction visitation in 2018, while currently comprising 39% of the US population
Unlike Whites, these groups are less likely to travel for leisure (76% vs. 84%), are less satisfied with their last attraction experience (76% vs. 89%), are less likely to recommend their last attraction to friends and family (Net Promoter Score of 39% vs. 50%), and are less likely to travel this year (77% vs. 82%).
While Whites visited attractions at a higher incidence rate last year, minority groups visited Teme and Water Parks at significantly higher rates, and similar rates at Zoos, Aquariums, Children’s Museums, Science Centers, FECs, Dinner Teaters/Cruises, and Large-Format Screen Teaters. Te largest disparity by a significant margin lies within Historic Landmarks/Places, where Whites visited 19 percentage points more than minorities (the next closest category was Breweries/Wineries by 10 percentage points).
Minority groups are significantly more likely (10 percentage points) to own season passes or memberships, and are looking to use them this year. Roughly half of Hispanics, Blacks, Asians, and more intend to visit each kind of attraction this year, only about a third of Whites generally intend to visit each one (with History and Animal- associated attractions topping their wish lists around 50%).
Simply put, “the minority” is quickly on track to become “the majority,” but they’re not visiting attractions in proportion to their population; and when they do, they’re less satisfied and less likely to return. If attractions are to remain relevant, it’s the Golden Hour to conduct a Brand Audit. Review the make-up of your board, staff, part-time staff, and volunteers: do they proportionally represent the cultures of America? Engage local communities and openly and transparently review your copy, from collateral to wayfinding; examine your permanent and traveling installations; and work to better understand what programming would appeal to the real and future make-up of your guests.
Failure to do so may cause you to be buried in the Travelanche on the horizon.
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