Visitor Mindsets Across Generations, Affluence
& Attraction Type

Visitor expectations around attractions have changed significantly, influenced by the pandemic, demographic shifts, and labor market changes. To understand these shifts, we partnered with IAAPA for a U.S. national study of 1,497 visitors across four generations.

Key findings include:

67% of Millennials would pay extra for unique entertainment, compared to 36% of Boomers and 49% of Gen X.
75% of visitors are willing to pay more to reduce wait times, with 85% of affluent Americans agreeing.
80% prefer attractions that align with their values, and 48% are willing to pay more for attractions committed to sustainability.

Gain Access

93%

of all visitors surveyed plan to visit attractions with the same or greater frequency in 2024 as they did in 2023

What We Cover in the Report

There is a great opportunity for attraction operators to improve the visitor journey across generations. We’ve identified the most impactful insights that executives, marketers, and guest experience professionals at attractions or entertainment destinations with operations in the U.S.

The report takes an in-depth look at several areas, including:

Who Are Today’s (and Tomorrow’s) Attractions Visitors?
What Visitors Seek (By Attraction Type and Affluence)
Understanding the Customer Journey
Destination vs. Local Attractions
Role of Sustainability & Edutainment

Four Segments Revealed

We decided to survey visitors across all generations to see how each audience compares and how operators should uniquely cater to each group. The audience segments include:

The Attraction Affluent: This group has the spending power to visit both local and destination attractions.
The Raving Fans: Although they cut across all age segments, these consumers include Gen Z and Millennials, seeking unique experiences and quickly sharing their recommendations across social media.
The Smart & Sustainable Seekers: As awareness of planet-friendly practices grows, these visitors are also researching sustainability and may factor that into their decision-making.
The Socializers: These visitors seek out experiences to be enjoyed with friends.