THE FINAL WORD


In an era where minorities are rapidly increasing their influence and reducing their satisfaction, and Millennials’ majority share of attraction visitation forecasts a decline, it’s time to make a change.


2019 may be the “Year of the Brand Audit,” as we encourage destination management to deeply examine their programming, dining options, retail, signage, staff, volunteers, and leadership. If they don’t mirror America’s demographic shifts and attraction guests’ wants and needs, they probably should begin to take the steps to be more reflective. Leadership should reflect the life experience and cultural knowledge of the populations they serve: empathy is a cornerstone of success.


More than ever, attraction visitors are seeking welcoming, peaceful environments that give the opportunity to get a breath of real fresh air, reconnect with their friends and family, and unplug from it all for a while. Tese travelers


2019 Voice of the Visitor


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continue to enthusiastically seek out the fresh and new; and if your attraction doesn’t keep a constant supply of “fresh and new” on hand, whether additions, renovations, or repositions, what’s to keep these guests coming back?


Once again we present to you a 2x2 matrix summarizing your guests’ feedback. While it may be a boost of confidence to celebrate and point out the industry’s Strengths and Secondary Strengths to your CEOs and Boards, we highly recommend sincere reflection on the bottom right Unmet Needs and the issues raised throughout Voice of the Visitor.


As Black Panther’s Shuri reminds us,


"Just because something works, doesn't mean it can't be improved."


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