Every operator wants to understand how their venue is performing, not just in isolation, but compared to the wider attractions industry. Are your online conversions strong compared to industry averages? Is your spend per head aligned with similar venues? How does your repeat visitation rate compare to the industry benchmark?
Until now, getting that level of clarity required digging into reports, interpreting industry data on your own, or waiting for yearly updates. But that’s changing.
With the release of the 2026 Attractions Industry Benchmark Report and the latest updates to ROLLER iQ, operators can now access benchmarking insights, right inside the ROLLER platform.
This is the fourth and final article in our ROLLER iQ series, exploring how benchmarking inside ROLLER iQ gives operators the clarity, confidence, and intelligence they need to make smarter decisions every day.
The challenge: Benchmarking has been powerful, but not always practical
Benchmarks have always been one of the most valuable tools for operators. But historically, they’ve also been hard to access and even harder to apply in the moment.
Static reports offer a helpful snapshot, but they don’t support the fast, dynamic decisions operators need to make, especially during busy seasons, holiday peaks, or when tracking performance over time.
The solution: benchmarking built directly into ROLLER iQ
At IAAPA Expo 2025, we announced an industry first: benchmark data built directly into ROLLER iQ. This gives operators instant visibility into how their performance compares to industry averages, without leaving the ROLLER platform.
You can ask questions like:
- “How does my online conversion rate compare to industry benchmarks?”
- “How is our spend per head trending against similar venues according to industry benchmarks?”
- “Are our membership sales above or below average, compared to benchmarks?”
- “How does our return visitation rate compare to industry benchmarks this quarter?”
ROLLER iQ responds with clear comparisons, powered by anonymized, aggregated data from across the ROLLER ecosystem. It’s benchmarking made smarter, faster, and far more actionable.
Why benchmarking matters for operators
Benchmarking in ROLLER iQ helps operators turn raw numbers into meaningful insights they can use every day. With fast, in-platform comparisons, you can:
Make informed decisions faster
Instead of digging through reports or interpreting industry data on your own, ROLLER iQ shows you immediately where you sit relative to the market. This helps you act quickly, whether you're adjusting pricing, responding to demand, or planning for the week ahead.
Spot opportunities you may have missed
Benchmark data shines a light on areas where small adjustments could lead to big improvements. If your conversion rate, spend per head, or return visitation lags behind similar venues, you’ll see it straight away, giving you a clear direction for where to focus.
Strengthen your strategy with confidence
When you know how your performance compares to a broad, reliable dataset, your decisions become more grounded. Benchmarking removes the guesswork and helps validate your long-term strategy across pricing, product mix, marketing, and guest experience.
Understand your venue’s position in the market
Benchmark insights help you see how your venue stacks up within your region or industry segment. This makes it easier to identify trends, anticipate guest expectations, and make smarter decisions about promotions, staffing, and operational priorities.
Want to see how your venue compares?
Whether you’re looking to improve online conversion, grow memberships, increase F&B revenue, or understand guest sentiment, benchmarking in ROLLER iQ gives you the insights to act with confidence. And because these insights are available anytime you need them, they can easily become part of your daily decision-making process.
If you’re ready to see how ROLLER iQ can help you compare your performance to industry benchmarks and uncover new opportunities for growth, book a demo today.
Catching up on the series? You can read the first three articles here:
How ROLLER iQ Makes Business Intelligence Smarter and Simpler for Operators
Turning Guest Feedback into Action with ROLLER iQ
Smarter Support With ROLLER iQ: Step-by-Step Help, Right When You Need It
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