Guest expectations are shifting fast. Today's guests are clearer than ever about what they want, and are quicker to walk away when something feels off.
To find out exactly what's driving their decisions in 2026, we surveyed 1,500 attraction-goers across the UK, USA, and Australia. The 2026 Pulse Report brings their answers together to show you what matters to guests today, and where the biggest opportunities are heading into the year ahead.
Here are five of the biggest takeaways from the report.
AI is reshaping the guest journey
One of the biggest shifts in this year's report is how quickly guests are adopting AI to plan and book their visits. 69% of guests are comfortable booking with AI, and more than half have already used an AI assistant to plan or book a trip.
And being unreachable comes at a cost: 75.53% of guests said they'd choose another venue if they couldn't get through to yours. That's where AI can step in by picking up inquiries 24/7 so no booking slips through the cracks.
AI is more than a discovery tool, it’s becoming a part of how guests book, ask questions, and get help.
Memberships are a missed opportunity
Repeat visits are already happening at most venues, but many of those repeat guests aren't actually members. The 2026 Pulse Report found that 41.20% of guests visit attractions regularly without holding a membership. That’s a huge segment of guests who enjoy your venue enough to come back, but haven’t made a commitment.
So how do you get more guests to sign up for memberships? 47.93% of guests say saving money is the primary reason they'd purchase a membership. If you can show your regulars how much they've already left on the table by not having a membership, the decision practically makes itself.
Reviews and responses build trust
Guests are doing their homework before they book. The 2026 Pulse Report found that 85.93% of guests require at least a 3.5-star rating before they'll seriously consider a venue, and most read multiple reviews to look for patterns rather than relying on a single one.
But ratings are only part of the picture. How a venue responds to feedback matters just as much: 86.60% of guests say they're more likely to visit a venue that actively collects and acts on guest feedback.
By tracking ratings, responding thoughtfully, and visibly acting on patterns, operators can turn even negative reviews into something that builds trust instead of breaking it.
Clarity and confidence start with your website
The 2026 Pulse Report shows that 53.20% of guests have decided not to visit a venue because its online presence didn't give them enough confidence. Even a great venue can lose guests before they walk through the door if small frustrations during the research or booking process push them toward a competitor.
And once they do land on your website, you don't have long to convince them. 85.80% of guests expect to find key information like pricing, activities, and how to book within 60 seconds.
For operators, clarity, transparency, and a fast path to booking are what separates a guest who books from one who bounces.
Experience is still the biggest driver of visits
56.40% of guests say the main reason they regularly visit an attraction is because it consistently delivers a great experience. And it's not just visits — 61.80% say experience is the primary reason they recommend a venue to others.
But "experience" isn't just about the activities themselves. 92.66% of guests say atmosphere and social vibe are important to their visit. Things like lighting, music, layout, and energy shape how guests remember a visit just as much as what they did there.
For operators, the takeaway is simple: get the core experience right first. Everything else, from repeat visits to recommendations, builds from there.
Made by ROLLER, for the operator community
These five takeaways are just a taste of what's inside the 2026 Pulse Report. From the cost of friction to how AI is changing discovery to what builds (and breaks) guest trust, the full report is packed with insights to help you grow your venue in 2026.
Download your free copy of the 2026 Pulse Report now.
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