TOP THREE 2017 DESTINATIONS Historic Landmarks (55%), Museums (46%), and Teaters (33%)


BOTTOM THREE 2017 DESTINATIONS Aquariums (16%), Science Centers (15%), and Water Parks (10%)


MOST LIKELY TO VISIT IN 2018 Historic Landmarks (64%), Museums (54%), and Teaters (47%)


LEAST LIKELY TO VISIT IN 2018 Family Entertainment Centers (26%), Aquariums (26%), and Water Parks (17%)


88% Probably or definitely will visit an attraction this year


37% likely to visit more attractions than last year


90% Probably or definitely will travel more than 50 miles from home for leisure


45% probably or definitely will visit international destinations this year


51% expect the US economy to improve while 20% expect it to worsen


26% own a season pass or membership to an attraction


44% Net Promoter Score for Most Recent Visit: 57% Promoters and 13% Detractors


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If one thing’s for sure, Baby Boomers know what they like, and they stick with it. Historic Landmarks, Museums, and Teaters topped 2017’s attendance as well as 2018’s calendars, the same as last year’s report and almost identical to 2016’s attractions. In addition, they were more likely than Millennials to give these destinations high Net Promoter Scores, and are far less likely to visit more attractions in 2018; by and large, Boomers are set in their ways.


Tis generation is more likely than Millennials to travel far to reach these attractions, understandably as Historic Landmarks can often be a bit of a drive from city centers and suburbs. Less likely to own a season pass or membership, Boomers no longer have little ones in the house; and with the general trend of Millennial families being more and more likely to move away from their hometown, they may not even have grandchildren who are demanding attraction visits every weekend.


Generationally-Speaking Baby Boomers cite “equal pay for men and women” as their most pressing social cause, and are most likely to support Health & Wellness charitable organizations over other non-profits. Baby Boomers are far less quick to adopt the Millennials’ sharing economy, still mostly using cable television, but they’re tech-savvy enough to likely use Google and attraction websites to research and prepare for their next big trip. Lastly, Boomers are generally far more sensitive to the attributes of a destination, being significantly more concerned with affordability, restroom cleanliness, safety and security, and employee demeanor than younger attraction guests.


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