2025 Pulse Report: How Sustainability Is Shaping Guest Expectations

In 2025, guests aren’t just choosing where to spend their time based on the fun factor alone. They’re also thinking about the impact their choices have on the planet. As environmental awareness continues to grow, people expect businesses to play their part in building a more sustainable future. For attraction venues, this shift presents both a challenge and a major opportunity.

ROLLER’s 2025 Pulse Report is a global survey of 2,000 attraction-goers across the US, UK, and Australia, designed to uncover how guests think, feel, and act when visiting venues. It offers timely insights into what matters most to guests—from booking preferences and communication expectations to the role of technology, personalization, and sustainability—and how these factors shape their overall experience and perceptions of your venue. Let’s dive in.

Guests notice—and care—about sustainability

According to the Pulse Report, 79% of guests consider sustainability when making a purchase. That number is a clear signal: guests are paying attention to more than just entertainment. They’re observing how businesses operate and making judgments based on those observations.

Key takeaway:

This heightened awareness gives operators a valuable opening. Sustainability efforts—even simple, visible ones—can leave a strong impression. In a competitive market where trust and reputation are everything, demonstrating that your venue is doing its part for the environment can help set you apart.

What sustainable practices do guests value most?

So, what exactly do guests want to see? The Pulse Report asked respondents to identify the sustainable practices that matter most to them. The top answers were both practical and achievable:

Key takeaway:

These responses suggest that guests don’t necessarily expect perfection—they appreciate effort and visibility. Having clearly marked recycling stations, using LED lights, or offering drinks in reusable cups can go a long way in signaling your commitment.

Operators can also explore sourcing food and beverages locally, reducing packaging waste, and promoting sustainable merchandise. These changes don’t need to happen all at once, but each step adds up and can be communicated as part of your venue’s broader sustainability journey.

Guests are willing to pay for sustainability

Sustainability isn’t just a checkbox—it’s something many guests are actively willing to support with their wallets. When asked whether they’d pay slightly more to visit a venue that invests in sustainable operations, 45.3% of US respondents said yes. In the UK, 38% were fully on board, and in Australia, that number was slightly lower at 24.4%.

However, there's a significant group of guests who said "maybe" (33.5% in the US, 41% in the UK, and 45.6% in Australia), indicating that price sensitivity and perceived value play a role in their decision-making. This means that while not everyone will pay more without hesitation, many are open to it, especially if they can see where their money is going and why it matters.

Key takeaway:

By clearly communicating where sustainability investments are going and how they benefit the environment, venues can earn guest trust and potentially justify higher pricing for more sustainable options.

Guests value community-focused and inclusive initiatives

When it comes to social responsibility, guests notice and appreciate efforts that extend beyond environmental impact. The Pulse Report found that educational programs for children and families ranked as the most valued initiative overall, with 28.4% of Australian guests, 27% of UK guests, and 22.6% of US guests citing them as important.

Other top initiatives included:

• Hiring local staff or supporting local suppliers:  21.9% (US), 21.2% (UK), 26.6% (AUS)
• Inclusive hiring or accessibility programs: 22.9% (US), 20.2% (UK), 17.8% (AUS)
• Charitable partnerships or community fundraisers: 18.2% (US), 17.8% (UK), 16.8% (AUS)

While cultural events, donation matching, and volunteer programs scored lower, they still resonated with a subset of guests. This suggests that socially impactful programs, especially those centered on education and inclusion, can meaningfully enhance guest perceptions and loyalty.

Key takeaway:

Guests want to see that attractions care about their communities. Prioritizing educational programs, inclusive hiring, and local partnerships can strengthen emotional connections, build trust, and enhance brand loyalty across all age groups and demographics.

Turning insights into action

What can attractions operators do with this information? The first step is to assess your current efforts. Are you recycling? Do you use energy-efficient equipment? Is your staff trained to talk about your sustainability initiatives?

Next, look for small, visible wins. Switch to LED lighting. Replace disposable items with reusable alternatives. Add signs near recycling stations that explain how they work and why they matter.

Finally, don’t forget to communicate. If you’re making improvements behind the scenes, bring them to the surface. Use your website, social media, and on-site materials to tell your sustainability story.

Conclusion: sustainability is a smart strategy

Sustainability isn’t a trend—it’s a long-term expectation. Guests are watching, families are weighing their options, and attractions that act on these insights will be better positioned for growth. Whether you’re just getting started or ready to level up your sustainability efforts, the data is clear: small changes can make a big impact.

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.