PGAV Destinations, global leader in the planning and design of unique destinations, has published its second Voice of the Visitor: 2017 Annual Outlook on the Attractions Industry.
Conducted in conjunction with long-standing research partner H2R Market Research and global media partner Blooloop, Voice of the Visitor presents the results of a study of more than 1,500 U.S. leisure attraction visitors who either visited an attraction in 2016 or are open to doing so this year. The report serves as an essential benchmark study in understanding the U.S. attractions and travel market.
“We use this report, an invaluable tool for attraction managers across the country, to understand guests’ intentions and interests at destinations throughout the year,” says PGAV Destinations Principal and Chair Mike Konzen. “The insights are tremendously relevant and the outlook is quite fascinating; while attraction attendance is forecasted to grow by 1.5% this year over 2016, we’re seeing a great deal of evidence of increased expectations among those guests.”
Voice of the Visitor is a wholly unique industry forecasting report in that its findings and predictions are primarily based on feedback directly collected from destination guests themselves, rather than through observation and attendance figures.
As this is the second year of publication, many of the data-points are now viewed as trend lines and begin to create pictures of increasing and decreasing patterns across the industry. Overall, 86% of respondents still intend to travel for leisure in 2017, with their top target destinations to visit including zoos, aquariums, theme parks, botanical gardens, and family entertainment centers.
The report explores various demographic trends among 14 types of attractions, including two new attractions included in this year’s report: Dinner Theaters & Cruises and Brewery & Winery Tours. Deep insights are gained from the ever-diversifying Millennials, Baby Boomers, and Matures.
Voice of the Visitor also explores: the impact of memberships and season passes, return guests, how guests perceive and use technology and social media, guests’ key delights and pain points, and how an at-times tumultuous 2016 has significantly impacted their 2017 travel plans and perceptions.
In addition to providing overall insights on trends and intentions, the report contains a convenient reference section for destination managers to quickly review key facts and findings about their particular market.