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IAAPA Expo 2025 once again turned Orlando into the center of the attractions world. From November 17–21, thousands of operators, vendors, and innovators filled the Orange County Convention Center to explore what’s next for guest experiences, technology, and growth.
From the debut of ROLLER iQ to the launch of our 2026 Attractions Industry Benchmark Report, IAAPA Expo was our chance to show how better data and smarter tools can help operators make faster, more confident decisions, without losing sight of what matters most: joyful guest experiences and a strong sense of community.
2026 Attractions Industry Benchmark Report
A major highlight of IAAPA Expo 2025 was the unveiling of our 2026 Attractions Industry Benchmark Report. Featured on the back of all 40,000+ attendee badges, it put industry intelligence directly into the hands of the global attractions community.
This year’s report pulls together hundreds of thousands of data points from across the attractions industry to answer key questions like:
- How and when guests are booking (and where they’re spending the most)
- Which revenue streams are driving the strongest results
- How memberships, digital wallets, and mobile F&B are reshaping spend and loyalty
- Which tools are helping operators level up experiences
Get your free copy of the 2026 Benchmark Report.
ROLLER iQ updates
And now, accessing benchmarks is even easier with ROLLER iQ, the attractions industry’s first AI-powered assistant for venue operators. ROLLER iQ took center stage at Booth #3047 on a 65-inch “iPad”-style screen, where we announced a major new capability:
Industry benchmark data is now available directly inside ROLLER iQ.
Operators can now instantly see how their venue’s performance compares to industry averages, all within the ROLLER platform. It’s benchmarking made smarter, faster, and more actionable than ever before.
Across the week, conversations at the booth reinforced a theme we’ve heard all year: it’s not about more data, it’s about smarter ways to use the data you already have. That’s exactly what ROLLER iQ is designed to do: act like an analyst on your team, ready to answer questions like “How are my bookings tracking this weekend?” or “Which products are driving the most revenue?” in seconds.
After unveiling the latest data and the new ways to access it, we took the next step: showing operators how to put these insights into action.
Solutions Spotlight: 2026 Benchmarks Revealed
On Wednesday, we hosted our Solutions Spotlight session: “2026 Benchmarks Revealed: The Intelligence Playbook for Attractions.”
Brett Sheridan, ROLLER’s General Manager, Destination Attractions, delivered the session alongside one of our customers, Caroline “CC” Cannon of Thrillz Adventure Park. Together, they unpacked key insights from the Benchmark Report, spotlighted the trends shaping 2026, and shared real-world strategies for growing revenue, boosting guest satisfaction, and improving operational efficiency.
The session was a great example of what makes IAAPA Expo so powerful: learning, collaboration, and hearing directly from operators who are putting ROLLER’s tools into action every day.
Our first-ever Brass Ring win
Another highlight of the week was winning our first-ever Brass Ring Award, taking home 2nd place for Best Booth (1300 sq ft and up).
Our goal this year was to create a booth where people could pause, recharge, and connect. Whether that meant resting tired feet, sharing ideas, or joining us for one of our daily happy hours, we loved seeing the community come together in this space.
A huge thank you to everyone across ROLLER who helped bring Booth #3047 to life, from design and logistics to the team on the ground who made it such a welcoming, vibrant space!
Partners, activations, and a booth that never slowed down
Partnerships played a huge role in our IAAPA Expo presence this year, and they helped keep the energy high in and around the booth all week. Some of the standout moments included:
- Pep’s Bowl Party with Pepsi (Wednesday): A midweek favorite packed with fun, laughter, and friendly competition.
- Mobile F&B with PepsiCo: Showing how mobile ordering and seamless payments can boost spend per guest.
- Our barista bar, keeping conversations (and caffeine levels) going strong from open to close.
- A partner booth scavenger hunt, encouraging attendees to explore our wider ecosystem and see how connected tools can unlock more value.
We also hosted three happy hours, where the booth transformed into a hub for relaxed conversations, idea-sharing, and plenty of laughs.
Partner Impact Awards
This year, we also held our inaugural Partner Impact Awards, recognizing collaborators who go above and beyond to support operators and push the industry forward.
Congratulations to our 2025 winners:
- Top Growth Partner: Patch Customer Retention
- Top Referral Partner: Best American Trampolines
- Top Collaborative Partner: Smart Segments Pty. Ltd.
- Top Innovation Partners: aifinity GmbH and Intelliplay, Inc
Thank you for being part of the ROLLER community and helping operators deliver smarter, more joyful guest experiences around the world.
Even more highlights
Between demos, meetings, and events, our team stayed in constant motion all week:
- Career Slam (Thursday): We loved speaking with students who are genuinely excited about joining our industry. Their enthusiasm was contagious.
- Media interviews: Our CEO, Luke Finn, met with media across the show floor to talk about the future of intelligence in attractions.
IAAPA Celebrates at Epic Universe: We also had the opportunity to host some incredible customers for an unforgettable evening, another chance to connect, reflect, and enjoy the magic of the industry we’re all building together.
A massive week for the industry
Zooming out, IAAPA Expo 2025 was a milestone event for the entire attractions community:
- 38,520 verified attendees
- 28,598 qualified buyers from 102 countries
- 170 educational sessions
- 300+ journalists covering the show
- $376,000+ raised for global education initiatives through the IAAPA Foundation
As IAAPA President & CEO Jakob Wahl put it, “IAAPA Expo continues to grow not only in scale, but in global impact.”
Until next year
As we close out another incredible IAAPA Expo week, one thing stands out: this industry runs on intelligence and heart. The conversations, feedback, and ideas shared in Orlando will shape how we continue to build tools that help operators grow with confidence.
Thank you to everyone who visited Booth #3047, joined our Solutions Spotlight session, or stopped by for a coffee, a happy hour, or just to say hello. We’re grateful for this community and excited for what’s ahead.
If you’d like to keep the momentum going:
- Download the 2026 Attractions Industry Benchmark Report to see where you stand and where the industry is heading.
- Book a demo to see how ROLLER can help your venue make 2026 its smartest year yet.
See you next year, IAAPA Expo!
