Memberships continue to be one of the most reliable growth levers for attractions. They create predictable revenue, encourage repeat visitation, and turn occasional guests into loyal advocates. But as guest expectations evolve, the way memberships perform, and how operators should approach them, is changing too.
The 2026 Attractions Industry Benchmark Report, built from hundreds of thousands of data points across more than 3,000 venues worldwide, reveals clear trends around membership adoption, visitation behavior, churn, and regional performance.
In this article, we break down the key membership insights from the report and what they mean for operators planning their growth strategy in 2026.
1. Memberships are now a mainstream offering
According to the 2026 data, 56.7% of venues now offer memberships, reflecting a steady shift toward recurring-revenue models across the attractions industry.
This growth signals two important changes:
- Operators are increasingly prioritizing predictable revenue.
- Guests are more willing than ever to commit to repeat visits when the value is clear.
Actionable insight: If your venue doesn’t yet offer memberships, 2026 may be the right time to evaluate whether a membership model could support your long-term revenue and loyalty goals.
2. Members visit far more often than non-members
One of the strongest membership signals in the report is the dramatic difference in visitation frequency.
On average, members visit 4.9 times per year, compared to 1.3 visits per year for non-members. That means members visit about 3.7x more often than non-members.
More visits means more tickets sold, plus more opportunities for food and beverage spend, add-ons, parties, and positive word of mouth.
Actionable insight: Memberships should be viewed as a loyalty engine where every additional visit increases the lifetime value of a guest.
3. Memberships drive long-term loyalty, not just short-term savings
Membership performance isn’t only about how often members visit, it’s also about how long they stay engaged.
The report shows that voluntary membership churn varies by region, ranging from 2.4% to 8.4%. In many regions, churn remains relatively low, indicating that once guests see ongoing value, they’re likely to stick around.
This reinforces the importance of delivering consistent value throughout the membership lifecycle, not just at sign-up.
Actionable insight: In addition to new member acquisition, focus on ongoing engagement for existing members. Clear benefits, consistent communication, and a strong guest experience help keep churn low over time.
4. Membership growth varies by region
While membership adoption is growing globally, the pace of growth differs by region.
The 2026 data highlights that APAC saw the strongest year-over-year membership growth, with an increase of 15.8%, outpacing other regions.
This suggests that guest appetite for memberships is expanding rapidly in certain markets, especially where attractions are becoming a regular leisure activity rather than an occasional visit.
Actionable insight: If you operate in a fast-growing region, memberships can be a powerful way to capture repeat demand early and build long-term loyalty before competitors do.
5. Memberships complement other high-value products
The report shows that venues with strong membership programs often benefit from higher engagement across other products, including parties, food and beverage, and add-on experiences.
Because members visit more frequently, they naturally interact with more of your venue’s offerings over time.
Actionable insight: Think about how memberships connect with the rest of your product mix. Bundling benefits, exclusive perks, or member-only experiences can increase both engagement and perceived value.
Key takeaways for membership growth in 2026
The membership data from the 2026 Benchmark Report points to a clear set of priorities for operators:
- Memberships should be treated as a core revenue stream, not an add-on. With more than half of venues now offering memberships, they are quickly becoming a standard part of the attractions business model rather than an optional extra.
- The real value of memberships comes from repeat visitation, not just sign-ups. Members visit far more frequently than non-members, and those additional visits create more opportunities for admissions, food and beverage spend, add-ons, and guest advocacy over time.
- Churn is one of the most important health signals for a membership program. Low churn indicates that guests see ongoing value in their membership, while rising churn can signal issues with pricing, benefits, or the overall guest experience that need attention.
- Membership performance and growth vary by region. Some regions are seeing faster adoption and growth than others, which makes it important for operators to understand how local guest behavior and market dynamics influence membership success.
- Memberships work best when they’re integrated into the wider guest experience. Strong membership programs complement other high-value products like parties, food and beverage, and exclusive experiences, rather than operating in isolation.
Together, these insights reinforce a simple truth: Memberships are one of the most effective ways to build predictable revenue and long-term guest loyalty in 2026.
Ready for the full 2026 Attractions Industry Benchmark Report?
These membership insights are just one part of the bigger picture. The 2026 Attractions Industry Benchmark Report includes deeper analysis across bookings, payments, parties, food and beverage, guest experience, and region-specific performance trends.
Whether you’re looking to launch a membership program, optimize an existing one, or understand how your venue compares to others in your region, the Benchmark Report gives you the intelligence to plan with confidence.
Download your free copy of the 2026 Attractions Industry Benchmark Report today.
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