score comparison net promoter 2017 2016 2015 15% 31% 54%
When considering the three emotional drivers that brought guests through the front door, overall attractions performed quite well. Delivering on fun, group bonding, and stress relief, more than 47% of guests said that attractions “somewhat over-delivered or delivered beyond” their expectations, with “providing my family with a memorable experience” and “experiencing an attraction different than other places I’ve visited.”
TOP 5 EMOTIONAL DRIVERS 50% Wanted a fun experience.
47% Opportunity to spend time together and reconnect with friends or loved ones.
17% 50% 33%
47% Wanted to get away from the stress of everyday life for a few hours.
47% Wanted to provide my family with a memorable experience.
47% Wanted to experience an attraction that is different from other places we visit.
10% 28% 62% PROMOTERS
With Promoters rising four points and Detractors dropping two points, we see an increase of six points in aggregate Net Promoter Score; coupled with 39% of attraction visitors recommending their most recent attraction visit to family and friends. Word-of-mouth reviews are often the lifeblood of attractions; and with the speed and amplification of sites like Yelp and TripAdvisor, pleasing guests enough to encourage them to spread the good word is an important cause for celebration.
NEUTRALS DETRACTORS 25
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