Leading Millennials who have children are significantly more likely than all other Millennials to visit every type of attraction, have higher satisfaction, higher rates of recommendation, and higher intention to visit attractions this year. Regardless of age, families account for 30% of attraction visitor households – on par with the US population – and it’s not news that they’re the most likely customer segment to check all the positive attraction boxes previously noted. It’s important to take note that Millennial Mothers found discounted admission to be a very high priority that they felt many attractions were lacking.


Parents of today are certainly different than those of yesteryear (in other news, ‘Water is Wet!’). But to better understand your audiences, Millennial families are far more likely to be found at Water Parks, Aquariums, Zoos, and Teme Parks, while Baby Boomers are more likely to be found at Historic Landmarks, Sightseeing Tours, and Old Homes and Mansions.


As attraction managers, it’s important to note that your core audience may very well be Leading Millennial families from minority backgrounds, and that patience may be one of the key elements in attracting their younger counterparts. When considering Baby Boomers and Millennials, review which types of attractions they’re most likely to visit and what portion of your annual visitation they comprise: you can’t always make a horse drink water, and potentially some steeds might not be ideal to even try and lead there.


33


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44