Booking is often the very first experience guests have with your venue, and in 2025, they expect it to be fast, seamless, and transparent. ROLLER’s 2025 Pulse Report, based on responses from 2,000 attraction-goers across the US, UK, and Australia, examines what people love (and hate) about the booking experience.
From preferred booking methods to friction points and follow-up communications, the report offers powerful insights into how to streamline your booking flow, reduce drop-offs, and build guest loyalty from the first click. Let’s dive in.
Guests prefer booking online
A resounding 90% of guests say they prefer to book tickets online—and their reasons highlight the importance of speed, certainty, and control. According to the Pulse Report, guests book online because:
- It’s more convenient and faster (52.2% US, 53.4% UK, 49% AUS)
- They want to secure discounts or avoid sold-out sessions (37.8% US, 40.6% UK, 38.4% AUS)
Just 10% of guests still prefer to book in-person at the venue. These guests:
- Prefer deciding last minute and booking on-site (8.1% US, 5.6% UK, 9.6% AUS)
- Don’t trust online payments for attractions (1.9% USA, 0.4% UK, 3.0% AUS)
This data paints a clear picture: guests overwhelmingly want the flexibility and immediacy that online platforms provide. But for the small segment that still prefers in-person booking, convenience and trust remain important factors.
That’s why it’s essential for attractions to use an online booking system that inspires confidence. A modern checkout that mirrors the look and feel of trusted eCommerce brands can reassure guests that their transaction is secure and legitimate, especially for first-time visitors. A clean, professional interface signals credibility and can help guests overcome any lingering hesitations about online payments.
Key takeaway:
A mobile-friendly, intuitive online booking system is no longer optional—it’s expected. Guests want to browse, compare, and confirm plans quickly and confidently. Make sure your booking flow is optimized for ease of use, pricing transparency, and secure payment.
Guests book in advance
While spontaneous trips aren’t unheard of, most guests prefer to plan ahead when visiting attractions. According to the Pulse Report, 97% of guests book at least 1–2 days in advance, with the majority opting for the 3–7 day range. Very few (less than 4%) book on the same day.
This behavior highlights a clear opportunity: if you’re not enabling and promoting advance online booking, you may be missing the window during which most decisions are made.
Key takeaway:
Make sure your online booking system is optimized for future-dated visits, not just day-of sales. Use marketing and retargeting efforts to reach guests during this 3–7 day planning window.
Opportunities for improvement
While guests are overwhelmingly enthusiastic about online booking, the 2025 Pulse Report also highlights areas where operators can level up. These aren’t failures, they’re opportunities to exceed expectations.
Whether it’s speeding up the checkout process, improving clarity, or removing friction, small adjustments can make a big impact on both guest satisfaction and revenue. With the right tools and tweaks, your booking experience can go from “good enough” to unforgettable.
Guests want faster online checkout
When asked about innovations they’d most like to see at attractions, 23% of guests said faster online booking and checkout was their top priority, beating out more “flashy” technologies like smart wristbands, AR/VR, or loyalty programs.
This tells us that tech investments don’t need to be futuristic to be effective, they just need to make the booking process quicker, easier, and more efficient.
Key takeaway:
Speed is a feature. Focus on performance improvements to reduce clicks, page loads, and time-to-confirmation. Your guests will notice—and so will your conversion rates.
Hidden fees are the #1 frustration
While guests prefer online booking, it’s not always a smooth experience. The top frustration across all regions is hidden fees or unclear pricing (reported by over 33% of guests).
Other common pain points include:
- Not enough info about the venue or experience
- Difficulty using the website or app
- Lack of clarity around cancellation or refund policies
Key takeaway:
Guests want to feel confident and in control when booking online. That means no surprise charges, no fine-print refund terms, and no guesswork about what to expect.
Transparency builds trust, so make sure to clearly communicate all fees up front, use plain language for your policies, and make sure your platform provides enough information for guests to feel informed and secure before they book. A smooth, transparent experience not only reduces frustration, it increases conversion.
62% of guests have abandoned a booking
More than 6 in 10 guests have walked away from a booking due to a frustrating checkout experience. Causes include:
- Surprise fees added at the last step
- Glitchy or slow websites
- Overly complicated forms
Given how much revenue this can impact, optimizing your checkout flow could mean thousands in retained revenue.
Key takeaway:
A clean, fast, and frictionless checkout process directly affects conversion rates. Simplify forms, remove last-minute surprises, and regularly test your flow to ensure it performs under real-world conditions.
Guests welcome personalized follow-ups
Booking may be the first step in the guest journey, but it certainly isn’t the last. Guests want to feel valued before, during, and after their visit—and personalized communication plays a major role in building that lasting connection.
According to the Pulse Report, 89% of guests are open to receiving personalized follow-up offers after visiting an attraction. Here’s how that breaks down by region:
- Most guests love getting personalized deals and discounts for attractions they enjoy (64% US, 55% UK, 49.6% AUS)
- Some guests like getting personalized communication, but only if it’s relevant and not too frequent (27.1% US, 33.4% UK, 36.8% AUS)
- Fewer guests only want to receive general offers for all guests (8.9% US, 11.6% UK, 13.6% AUS)
These numbers make one thing clear: guests are open to re-engagement—but only if it feels meaningful. This means operators have a golden opportunity to extend the relationship beyond the booking confirmation and post-visit “thank you.” Whether it’s offering a tailored discount for a return visit, promoting upcoming events based on their preferences, or simply checking in with a personalized message, thoughtful communication can keep your venue top of mind long after the guest has left.
Key takeaway:
The guest journey doesn’t end when they leave your venue. Use booking data, visit history, and preferences to create personalized, relevant follow-ups that make your guests feel seen. When done right, these communications foster loyalty, encourage repeat visits, and turn one-time visitors into long-term fans.
Read more: Unlocking the Power of Analytics: How to Leverage Data for Marketing
Final thoughts
In 2025, guests aren’t just comparing attractions, they’re comparing experiences. And that starts with booking. By reducing friction, increasing transparency, and personalizing communication, attractions can increase bookings and keep guests coming back time and time again.
Want more insights like these?
Download the full 2025 Pulse Report for more insights into how to elevate your guest experience in the year ahead.
