In an industry where guests have more options than ever, one thing consistently rises to the top: the experience.
That’s the driving insight behind our new 2025 Pulse Report. Created to support attraction operators worldwide, the report brings together real data from real guests to help you understand exactly what they expect, what delights them, and what drives them away.
To uncover these insights, we commissioned a survey of 2,000 attraction-goers across the UK, USA, and Australia who have a regular interest in visiting venues like yours. The results paint a clear picture of what matters to guests today and how your venue can stand out by delivering the kind of experiences that keep them coming back.
Experiences are the future of growth
The Pulse Report shows that experiences, not just price or proximity, are what truly drive decision-making. In fact, 88% of guests globally say that activities are the top reason they choose an attraction. Not discounts. Not convenience. The pure experience on offer.
When we asked why guests return to a venue, 79% said it was because of a great past experience. Ensuring your offering is one-of-a-kind is also essential, considering that 80% of guests say unique experiences are what make a visit feel like exceptional value for money! In a time when people are more conscious about where they spend their time and money, this stat is a powerful reminder that a memorable day out can still leave a lasting impression.
Removing friction increases connections
We also looked at what guests don’t love. And unsurprisingly, even the most exciting attraction can fall short if the guest journey is full of roadblocks. Convenience and ease of use are a huge part of delivering a strong experience, and today’s guests are quick to abandon anything that feels clunky, outdated, or time-consuming.
According to the Pulse Report, 90% of guests prefer to book online. It’s fast, simple, and fits into their busy lives. But here’s the catch: one in three guests have abandoned a booking because the checkout process was too frustrating. That’s lost revenue and a missed opportunity to connect. The guest experience doesn’t begin when they walk through your doors. It starts when they visit your website, search for tickets, or read reviews. Every step needs to feel smooth and reassuring.
Expectations are just as high when a guest arrives at a venue. The majority of guests now expect to be in control of their visit. They want to skip the queue, use self-check-in kiosks, sign digital waivers, and order food directly from their phones. 90% said they want some form of self-service technology, and venues that provide it stand out as modern, efficient, and guest-first.
And if you’re wondering whether guests will pay more for that kind of convenience and care, the answer is yes! 76% of guests said they’re willing to spend extra for premium experiences, including things like shorter wait times, exclusive access, or enhanced amenities.
By taking away the friction, you’ll gain more than revenue. You’ll gain loyalty.
Sustainability isn’t a side note
It’s not just what you offer or how you deliver it. Guests are also paying closer attention to the values behind your business. They want to feel good about where they spend their time and money, and that includes looking at how sustainable and community-minded your operations are.
The Pulse Report reveals that 79% of guests take sustainability into consideration when deciding where to visit. Whether it’s visible recycling programs, digital tickets instead of printed ones, or locally sourced food and merchandise, guests are noticing, and they’re choosing venues that align with their values.
This is an opportunity to stand out by showing guests that you care about more than profits. Thoughtful, authentic sustainability practices not only build trust and loyalty but can also increase word-of-mouth and repeat visits. And with many guests saying they’d be willing to pay a bit more to support environmentally responsible venues, it’s not just the right thing to do, it’s a smart move for business.
Made by ROLLER, for the operator community
All of these insights are just the tip of the Pulse Report iceberg! So, whether you‘re looking to increase revenue, reduce friction, or create more meaningful connections with your guests, this report is your starting point. It’s full of actionable data that will help you prioritize what matters most to your audience.
Download your free copy of the 2025 Pulse Report now.
