Guests remember how they felt at your venue, long after they’ve left Which is why delivering a memorable experience is the most powerful way to earn loyalty.
And we've got the data to back it up. According to ROLLER’s 2025 Pulse Report, based on responses from 2,000 attraction-goers across the US, UK, and Australia, great experiences are what matter most to guests—more than price, more than location, and even more than loyalty perks.
So, what does the data say about the experiences guests really want? Let’s dive in.
Guests return for great experiences more than anything else
The top reason guests return to an attraction is simple: they had a great time the last time they were there.
According to the Pulse Report, 82% of US guests, 78% of UK guests, and 73% of Australian guests said that a great past experience was the top reason they would revisit a venue again. That means the experience itself outweighs price, location, and other factors when guests decide whether to return.
Key takeaway: Guest experience is the #1 driver of guest loyalty. If you want to turn one-time visitors into return customers, the experience must be unforgettable.
Unique, immersive experiences are perceived as high value
When asked what makes them feel like they received exceptional value for money, 80% of guests across all regions said unique experiences were the biggest factor. That’s more than attentive staff (40%), no wait times (45%), or even member perks (42%).
This isn’t just about delivering more, it’s about delivering something memorable.
Guests are willing to pay more for better experiences
It’s not just that guests value premium experiences, they’re also willing to pay more for them:
- 82% of US guests, 73% of UK guests, and 68% of Australian guests said they would pay more for a venue that offers enhanced guest experiences, like better service, fewer crowds, or exclusive amenities.
Key takeaway: If you create immersive, memorable experiences, you can justify higher prices, and guests won’t just accept it, they’ll appreciate it.
What types of experiences matter most?
Interactive elements
Not all experiences are created equal. According to the Pulse Report, today’s guests overwhelmingly enjoy attractions that offer interactive elements—things like actors, live shows, or immersive features.
- 81% of guests across all regions reported positive feelings about interactive experiences.
Key takeaway: If your attraction can incorporate immersive, participatory elements, it’s likely to resonate with guests.
Friendly, attentive staff
The human element remains a core part of the experience. According to the Pulse Report, 99% of guests across all regions said that staff friendliness and engagement was important to their overall experience.
The top examples of exceptional service included:
- Friendly, knowledgeable staff who enhanced the experience (41% US, 40% UK, 40 AUS)
- Quick resolution of issues (27% US, 34% UK, 33% AUS)
- Staff who went above and beyond (25% US, 22% UK, 23% AUS).
Key takeaway: Investing in staff training and hiring people who genuinely care pays off. The warmth and attentiveness of your team can turn an average visit into a fantastic one, sending your guests home with even better memories.
Self-service technology
While personal service matters, convenience matters too. The Pulse Report found:
- 90% of guests want self-service options like mobile ordering, self check-in, and automated kiosks.
These tools let guests manage their visit at their own pace, reducing wait times, minimizing crowding, and offering more flexibility. For operators, it’s also a smart way to streamline check-ins and free up staff to focus on high-value interactions.
Key takeaway: Self-service tools help streamline operations and give guests more control over their experience, reducing wait times and frustration.
Experiences to suit all ages
Another key finding from the Pulse Report is that families and groups want inclusive experiences.
- Only 53% of US guests, 57% of UK guests, and 47% of Australian guests said they usually find something suitable for everyone in their group.
- 22% of US, 22% of UK, and 24% of Australian guests said group-friendly or inclusive experiences were limited.
- 23% of US, 16% of UK, and 24% of Australian guests said age-appropriate options were lacking.
Key takeaway: To create an exceptional guest experience, attractions should cater to a range of age groups and accessibility needs.
Final thoughts: it’s all about the experience
The 2025 Pulse Report sends a clear message: experience is everything. If you want guests to return and recommend your venue, you need to deliver a visit that feels personal, enjoyable, and worth every cent.
From interactive features and friendly staff to seamless check-ins and shorter wait times, the best venues in 2025 are designing experiences with the guest at the center.
Want to learn more about what matters most to today’s guests?
Download the full 2025 Pulse Report for more insights into how to elevate your guest experience in the year ahead.
