Are you selling tickets to your venue online? And if you are, how well is your online checkout actually performing?
A well-optimized online checkout is one of the most powerful tools your venue has. It can boost your venue’s revenue, streamline operations, and unlock valuable insights about guest behavior.
ROLLER’s 2026 Attractions Industry Benchmark Report, backed by hundreds of thousands of data points across more than 3,000 venues worldwide, is full of trends and takeaways that show exactly how guests are booking, and where the biggest opportunities for growth lie.
In this article, we’re diving into the top online checkout insights from the 2026 report. Let’s take a look at the data shaping smarter, higher-converting online experiences in 2026.
1. Online bookings are driving nearly half of all revenue
One of the clearest stories in this year’s report is that online checkouts punch well above their weight.
While online bookings represent 33% of total bookings, they drive 45% of total revenue. This means digital guests spend more, buy more, and commit earlier than those paying at POS. That’s a huge opportunity for operators.
Actionable insight: If you’re not already offering online bookings, now is the time to start. And if you are, make sure your checkout is fast, simple, and mobile-optimized so you can capture every dollar.
2. Mobile still dominates
Mobile continues its rise as the go-to device for bookings. In 2025, 84% of online bookings happened on mobile.
Guests are planning visits wherever and whenever works for them, including at school pickups, on the couch, or between activities. And they expect the process to be seamless.
Actionable insight: Review your mobile checkout experience and look for opportunities to implement:
- Fewer steps
- Large, tap-friendly buttons
- Clear pricing
- Fast load times
If your online checkout isn’t optimized for small screens, you’re missing out on revenue opportunities.
3. Guest book after-hours
This year, 35% of all online bookings and 44% of party bookings occurred after 5 p.m. This pattern mirrors real-life behavior: parents booking after bedtime, groups coordinating plans in the evening, and tourists organizing activities across time zones. It also means your venue’s sales engine needs to work while your physical venue is closed.
Actionable insight: Your checkout must be 24/7, automated, and capable of sending confirmations instantly, capturing revenue while you sleep.
4. Online baskets keep growing
Online checkouts don't just convert more bookings, they convert bigger bookings.
In 2025, the average online party order value came in at $64.20 compared to $18.80 at POS. That’s a 3.4x increase. Even excluding parties, online baskets are still around 3x larger than POS transactions.
Higher basket values are a natural result of well-placed upsells, optional add-ons and bundles, and the browsing freedom digital checkouts provide.
Actionable insight: Introduce strategic upsells in your checkout, such as add-on activities, food and beverage packages, premium passes, and merchandise bundles. Make the path to purchase easy and attractive.
5. Digital payments are on the rise
Digital wallets like Apple Pay and Google Pay now account for 24% of all online transactions, and these transactions carry some of the highest basket sizes—nearly double the value of traditional card payments.
Actionable insight: Support multiple payment methods, including digital wallets, cards, BNPL, to reduce friction and catch more high-value baskets.
Key takeaways for stronger online conversions in 2026
If there’s one clear message in the report, it’s this: Your online checkout is one of the most powerful revenue channels you have.
Focus your efforts on:
- Mobile optimization
- 24/7 availability to capture after-hours demand
- Upsells during checkout to maximize basket size
- Multiple payment options for smoother conversions
- Clear value messaging like guaranteed entry, convenience, and speed
When you meet guests with fast, flexible, intuitive online tools, your conversion rate and your revenue will grow.
Ready for the full 2026 Attractions Industry Benchmark Report?
These online checkout insights are only a small sample of what’s inside the full 2026 Attractions Industry Benchmark Report. This year’s edition goes even deeper, with data-backed trends and practical strategies across bookings, payments, parties, membership behavior, food and beverage, guest experience, and more, giving you a complete view of what’s driving performance across the attractions industry.
Whether you want to boost conversions, understand how your venue compares to others in your region, or identify the biggest growth opportunities for the year ahead, the Benchmark Report is designed to help you make smarter, more confident decisions.
Download your free copy of the 2026 Attractions Industry Benchmark Report today.
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