6 Unmissable Stats from the 2026 Attractions Industry Benchmark Report

Looking to shape your strategy? You’re in the right spot! ROLLER’s 2026 Attractions Industry Benchmark Report is out now, and it's packed with insights drawn from hundreds of thousands of data points across the attractions community. From booking trends and guest spending habits to tech adoption and growth opportunities, it paints a clear picture of where the industry’s headed.

In this article, we’ll highlight six key findings from the report to help you make smarter, more confident decisions in the year ahead.

Curious how your venue compares? Download the full report to see where you stand and spot your next big opportunity.

ROLLER’s 2026 Attractions Industry Benchmark Report was created to help the ROLLER community and the wider attractions industry navigate another defining year. From evolving guest expectations to shifting economic conditions, 2026 brings new challenges and plenty of opportunities for operators ready to adapt.

Each insight and infographic is designed to help you understand how your venue compares to the broader market, uncover what guests value most, and find actionable ways to grow revenue. You’ll also find practical commentary from our team (including those who used to be operators), with years of firsthand experience behind every insight and recommendation.

The full 2026 Attractions Industry Benchmark Report is a thorough document that’s absolutely packed with intelligence, tips, and suggestions. It even breaks out performance by region and specific industry segments, such as play centers, trampoline parks, FECs, theme parks, and more. 

Think of the report as your data-backed guide to making 2026 your strongest year yet. 

6 key insights from the 2026 Attractions Industry Benchmark Report

The Benchmark Report is a detailed document, so we’re here to summarize some of the broader takeaways to ease you into it. When you’re ready for a comprehensive look, be sure to download the full report. 

Online bookings are driving major revenue growth

Online bookings now account for 45% of total revenue, even though they make up just 33% of total bookings. This tells a clear story: guests who book online spend more and engage more deeply with your offering before they even arrive. For operators, this highlights the importance of a seamless digital experience that makes online booking and upsells as easy and rewarding as possible.

Parties continue to build loyal guests

Guests who attend venues offering parties return 41% of the time, compared to just 26% at venues that don’t offer them. Beyond the event itself, parties spark repeat visits, word-of-mouth referrals, and deeper guest relationships. Investing in your party program helps build long-term loyalty.

Memberships are turning casual visitors into regulars

Members visit an average of 4.9x per year compared to just 1.3x for non-members. The takeaway for operators is that memberships encourage repeat engagement and steady revenue, even in slower seasons. So, if you’re looking to grow your venue, building a membership offering can help turn one-time guests into an active, loyal community.

Digital wallets are boosting guest spend

Guests using digital wallets (such as Apple Pay and Google Pay) spend 1.96x more per transaction than those paying with Visa or Mastercard. Offering digital wallet payment options is a simple way to elevate the guest experience while driving higher order values.

Mobile F&B orders are outpacing the counter

Mobile food and beverage order values are now 3.3x higher than point-of-sale (POS) purchases. Guests are showing that when they can browse menus and order at their own pace, they’re more likely to add that extra item or upgrade. Optimizing your mobile F&B ordering experience could translate directly into higher on-site revenue.

Guest experience scores are rising

This year’s average guest survey scores climbed to 4.29 out of 5, up from 3.95 last year. It’s proof that operators are putting the guest first, and it’s paying off. As the industry continues to evolve, this focus on experience will remain the most reliable driver of loyalty, reputation, and repeat visits. You can easily track your performance with guest feedback software. 

Beyond the report: Instant insights are available with the industry's first AI assistant

Modern venues deserve technology that keeps pace with their passion and ambition. ROLLER iQ, the attractions industry's first AI assistant, gives operators instant access to live benchmarking insights, showing exactly how their venue compares to the wider industry in real time. It’s benchmarking made simple and accessible, directly within the ROLLER platform. See how ROLLER iQ can power smarter decisions for your venue.

Ready for the full 2026 Attractions Industry Benchmark Report?

What we’ve shared here is only a glimpse of what’s inside. The full 2026 Attractions Industry Benchmark Report dives even deeper, with region and industry-specific data, expert insights, and real stories from leaders across the attractions community. It’s your go-to resource for turning data into action and setting your venue up for success in the year ahead.

Download your copy of the 2026 Attractions Industry Benchmark Report now to discover unmissable insights.