TOP THREE 2017 DESTINATIONS Zoo and Animal Attractions (44%), Teme Parks (43%), and Museums (41%)


BOTTOM THREE 2017 DESTINATIONS Science Centers (17%), Dinner Teaters and Cruises (16%), and Historic Homes and Mansions (11%)


MOST LIKELY TO VISIT IN 2018 Zoos and Animal Attractions (58%), Family Entertainment Centers (57%), and Teme Parks (56%)


LEAST LIKELY TO VISIT IN 2018 Art Galleries (37%), Dinner Teaters and Cruises (35%), and Historic Homes and Mansions (33%)


92% Probably or definitely will visit an attraction this year


63% Likely to visit more attractions than last year


82% Probably or definitely will travel more than 50 miles from home for leisure


54% Probably or definitely will visit international destinations this year


47% Expect the US economy to improve while 23% expect it to worsen


47% Own a season pass or membership to an attraction


36% Net Promoter Score for Most Recent Visit: 53% Promoters and 17% Detractors


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Millennials have remained consistent since 2016, both in their top three favorite attraction types as well as the top three attractions they intend to visit in the coming year. Tese types of attractions are often ideal for families and have a variety of exhibits and opportunities with which to fill an entire day. Dinner Teaters and Cruises and Historic Homes and Mansions are simply not their bread and butter, potential attractions that bring challenges while traveling with a young family. Millennials have previously not been too interested in Art Galleries or Botanical Gardens, but those attractions didn’t reach the bottom three in this year’s study.


Millennials are more likely to visit an attraction this year than their Boomer counterparts, and far more likely than them to visit more attractions. Tey’re more likely to travel abroad and far more likely to own a season pass than Boomers, once again most likely with a family in the home. However, Millennials aren’t as confident about the US economy or as easy to please as Boomers at attractions; potentially due to Boomers’ years of experience and having lived through rough times before.


Generationally-Speaking Millennials are more passionate about social issues; more likely to use sharing economy services like streaming video and music, ride-sharing, and AirBnB; but are equally likely to rely on family and friend recommendations most when trip-planning as Baby Boomers.


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