Nearly half of all 2018 attraction visitors had a season pass, annual pass, or membership to at least one destination. Tis is a significant 13-point increase over last year, and where a historical average hovered around 40%. Tose attractions with the highest rate of membership include Teme and Water Parks (34%), Outdoor Recreation like Natural Wonders and Parks (31%), and Animal Attractions like Zoos and Aquariums (29%). As previously noted, minority populations are ten points more likely to own and leverage one of these passes than Whites.


Visitors who engage in more repeat trips are generally more likely to visit attractions and use passes and memberships while doing so. Interestingly enough, those destination patrons who travel more than 50 miles from home to visit an attraction have a lower intent to visit other attractions. In fact they visit fewer attractions upon arrival (as opposed to repeat visitors).


One theory is that long-haul travelers are making the journey to see only one, or just a few, iconic sites – such as a trip to New York City from Ohio may just be for Times Square, Staten Island, and Central Park. Or, as attractions increase their capacity to be full or multi-day experiences, travelers may have less time to visit a variety of attractions while vacationing.


Attraction membership departments should consider creating and executing new strategies this year to identify and reach potential repeat visitors as early as possible (previous PGAV studies have noted that guests often have to visit four times before considering becoming members). Additionally, competition is heating up for the share of time of your out- of-town guests, so strategies that increase length of stay, connect to must-see icons, and truly boast the value of their attraction will be effective plans in winning over travelers in 2019.


63% Non Season Pass Holders 37% Season Pass Holders 60% 40% 65% 25


48%


35% 52%


SEASON PASS MEMBERSHIP


OR


2018


2015


2017


2016


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