Rubber Cheese, an award-winning digital agency, has announced the launch of its 2022 Visitor Attraction Website Survey. This is a new piece of gap analysis research that will explore what ‘good’ looks like for attraction websites, enabling operators to improve their guests’ online experiences.
Going forward, this will be an annual exercise, charting the performance of attraction websites around the world. It will result in actionable insights into the sector, treating it as a separate entity from the travel, tourism and hospitality industries in order to get more accurate information.
Survey supported by ALVA, ASVA & more
The survey, which is anonymous, will look at visitor attraction websites across the globe, exploring factors such as the size and location of attraction, CMS choice, website upgrade budgets and more. The results will provide useful information for marketing professionals in the attractions industry as they plan activities for the next year.
It is supported by leading visitor attraction bodies including The Association of Leading Visitor Attractions (ALVA) & The Association of Scottish Visitor Attractions (ASVA).
Gordon Morrison, CEO of ASVA says: “ASVA see this work as being fundamental to supporting the recovery of the sector following the pandemic and indeed, will contribute to Scotland’s future tourism strategy, where we have the ambition of being a world leader in 21st-century tourism.”
Kelly Molson, managing director of Rubber Cheese, adds:
“Uncoupling the visitor attraction sector from travel and hospitality is vital to allow these businesses to really understand the experience they provide for their customers. At Rubber Cheese, we understand the value of a well-performing web presence on this type of business and believe that if we can illustrate what good really looks like, we can help more visitor attractions leverage the power of their websites.”
Actionable insights
There will be several benefits to conducting a survey specifically for this sector:
- Data won’t be skewed from travel and hotel sites where basket abandonment is at over 70%.
- Specific attractions will be able to compare and contrast with each other to get an accurate picture of what good looks like for them.
- The annual survey will illustrate trends over time, allowing attractions to begin to benchmark their performance.
Removing it from the main category of travel, tourism and hospitality will result in true data that marketers can use to boost the online experience and influence marketing spend.
The 2022 Visitor Attraction Website Survey is live now and will be open until the end of August.
