Uncover guest insights: ROLLER’s 2025 Pulse Report
We commissioned a survey of 2,000 guests from around the world to find out how they really feel about the attractions industry. From discovery and booking to post-visit impressions and future trends, there’s a lot to unpack and act on.
What you’ll learn
In your copy of ROLLER’s 2025 Pulse Report, you’ll uncover:
- How and why guests choose a venue.
- What influences purchases and return visits.
- The two biggest reasons guests leave disappointed.
- Why self-service tech is now a must-have, not a nice-to-have.
- How sustainability is influencing buying behavior.
- What tech guests actually want from your venue.
- And much more!
Experiences are more important than ever
79% of guests say an amazing experience is the reason they return. So if you’re not prioritizing memorable moments, you’re missing out on repeat business.
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Your unique selling point connects to perceptions of value
80% of guests feel they get better value when they’re treated to something unique. That one-of-a-kind moment? It’s more powerful than any discount.
Online conveniences are the way to go
90% of guests prefer to book online, and most want to lock it in 1–2 days ahead. Convenience is king, and your booking flow needs to keep up.
Conscious choices influence spending
79% of guests care about sustainability when making a purchase. Show them your values, and they’ll show up for your experience.
Unlock the full range of insights
Enter your details below and we'll email you a copy of the report.