impoTop 10rtant attraction attributes
Despite this all-time low in staff satisfaction, attraction visitors continue to be more likely to recommend their last attraction visit to friends and family. 61% of respondents in 2018 were likely to send their network walking in their destination footsteps, up from a 2016 low at 50%. White Baby Boomers are the most likely cohort to give these high scores, while Yelp and TripAdvisor-savvy young minority groups are significantly more critical.
If satisfaction is stable, then why isn’'t repeat visitation higher? Two underlying trends may point to the answer. First,
64% A unique
experience that is out of the ordinary
63%
Discounted admission
61% Offers
something
that is both fun and
educational
as previously noted, travelers are seeking new and fresh experiences at higher rates than we’ve ever seen. Your attraction may have done quite well and met your guests’ expectations; but with no new galleries, rides, or renovations, nothing “new and fresh” is there to draw them back. Secondly, while review sites like Yelp and TripAdvisor are so prevalent that they’ve entered our daily lexicon, most attraction visitors still don’t register reviews, regardless of positive or negative experiences. A hidden data point may be that some guests may be having negative experiences, but simply aren’t lodging a complaint.
Fortunately, the advice for attraction managers is clear: consider revisiting your front-line staff training to increase public positivity, listen to guest concerns and complaints, and take action to rectify them. Happy guests lead to happy members!
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