ROLLER, the ticketing, CRM, and POS specialist, has published a new report that brings together exclusive insights from visitors to attractions around the globe. The Pulse Report, which it calls “a crystal ball for your strategy”, aims to help operators understand their guests on a deeper level.
Meeting – or exceeding – expectations is how attractions can win the heart of their community, grow their business, and take their brand to the next level. However, to achieve this, the key starting point is understanding what guests actually think, want, and expect.
ROLLER is dedicated to providing the right intelligence and insights to the industry to ensure they provide the best experience possible.
The Pulse Report examines key areas of a guest experience journey, delving into what visitors love and hate, their feelings about technology, future trends, and more. To learn more about the report’s main findings and find out what it can unlock for operators, we speak to ROLLER CEO Luke Finn and VP of product and customer marketing, Kalyn New.
“Delivering joy isn’t guesswork”
Speaking about why ROLLER decided to commission this survey, and the benefits he hopes it will bring to operators, Finn says:
“The attractions industry exists to bring people joy, and we feel incredibly privileged to contribute to that mission. But delivering joy isn’t guesswork. It requires insight. That’s why we created the Pulse Report.
“At ROLLER, our goal is to bring intelligence to the attractions community and turn guest feedback and behavioural data into actionable insights. When venues understand what truly matters to their guests, they can make smarter decisions, craft more meaningful experiences, and ultimately spread more happiness, more consistently, to more people.”
All the data in this report was sourced from a survey commissioned by ROLLER and conducted by Pollfish. This independent platform enabled the company to anonymously connect with real people worldwide. The responses came from 2,000 participants across the United States, the United Kingdom, and Australia.
Each of the respondents is a current, future, or potential guest who is aged between 25 and 55, regularly visits attractions, and has a child under the age of 18.
The topics covered include general habits, spending preferences, common pain points, booking tickets, services and amenities, sustainability and future trends.
Experience is everything
Many factors influence when, where, and why a guest chooses to visit a venue, and the Pulse Report explores the most significant influences on this decision.
When asked about the top three factors, 88.3% of respondents said that the activities on offer was their top reason, trumping other influences such as social media, price, reviews, and special events. So, if operators are looking for a way to connect with guests, what is on offer is a good place to start.
The survey also examined useful topics such as how guests discover attractions, when they book, who they share the experience with, and the most popular seasons to visit. However, one key thing that operators are likely to want to know is why guests come back.
The Pulse Report found that 79% of guests cite great past experiences as the primary reason they return to a venue.
“When someone chooses to come back to your venue, that’s such a powerful vote of confidence,” says New.
“It means they felt seen, cared for, and had a great time. That stat showing 79% of guests return because of a great experience really stuck with me. It reminds us that loyalty isn’t earned with flashy gimmicks; it’s built through consistent, thoughtful experiences.”
Keeping guests engaged is also essential, with experiences that are interactive or that feel unique or personalised. 81% of those surveyed said that they feel positive about interactive experiences, and 80% of guests feel they get exceptional value for money when they receive unique experiences.
Furthermore, 76% said they would be willing to pay more for premium experiences.
Booking convenience is non-negotiable
An excellent visitor experience starts long before they arrive at an attraction. Yet, the booking process has the potential to create friction points, ranging from the ease of finding information to the smoothness of the payment process.
The Pulse Report states that 90% of guests prefer to book online, with 97% planning visits at least one day in advance. This indicates that convenience is crucial for most individuals; they like to secure their bookings online to save time, obtain a deal, or ensure they don’t miss out.
When it comes to common booking woes, the most significant frustration is hidden fees and unclear pricing. Other challenges include cumbersome websites, ambiguous refund policies, and insufficient information about the experience. In fact, 62% of guests have abandoned an online booking due to frustrating checkout experiences.
“We’ve all been there, ready to buy tickets, then stuck in a frustrating checkout flow,” says New. “It’s such a letdown. What stood out in the data is how quickly that kind of friction can lose you a booking. A smooth, clear, simple process is more important than ever.”
Wait times and overcrowding are deal-breakers
To improve the experience for their guests, it is essential for operators to understand the pain points – the top causes of poor experiences. With this knowledge, attractions can implement strategies to alleviate frustrations and ensure their offerings are memorable, enjoyable, and something guests will wish to return to time and time again.
Given options such as ride closures, poor cleanliness, lack of signage, inattentive staff, and value for money, over half of guests report long queues and crowding as top reasons for disappointment.
Queue management was a significant source of frustration, particularly in the UK and Australia, where respondents felt that prolonged wait times negatively impacted the overall experience.
Whether it’s session times, digital waivers, or self-service check-in, little changes can make a big difference in keeping guests happy and moving.
“No one enjoys standing in long lines, especially with kids in tow,” adds New. “It can turn excitement into stress really quickly.
“The good news is, there are tools out there that can help. Whether it’s session times, digital waivers, or self-service check-in, little changes can make a big difference in keeping guests happy and moving.”
A key takeaway is that while most individuals can tolerate short waits, extended delays begin to challenge their patience. This shows how important it is to keep things moving and effectively manage guest flow.
Puse Report finds self-service is in high demand
Many operators are embracing self-service technologies, such as self-check-in, mobile ordering, and automated kiosks. The Pulse Report shows that guests are increasingly expecting these options too when visiting attractions: 90% of guests expect digital check-in, mobile ordering, and other self-service options.
Explaining why this finding is significant, New says:
“Guests love convenience, but they also want to feel looked after. Self-service tech isn’t about replacing staff. It’s about giving people options. When guests can check in easily or order on their phone and still get a warm smile from someone nearby, that’s the sweet spot.”
For many guests, self-service technology provides the speed and convenience they desire. It is important to note, however, that these digital options should not come at the cost of good old-fashioned customer service, especially when it comes to building loyalty.
The majority of respondents stated that they would be more likely to return to an attraction if they felt that the staff genuinely cared about their experience. Many also identified the importance of friendly and knowledgeable staff when asked what winning service looks like.
See also: Inside the ROLLER 2025 Attractions Industry Benchmark Report
Sustainability matters
Sustainability is no longer just a buzzword; guests are paying increasing attention to how businesses operate behind the scenes, making sustainable company values not just a nice-to-have but a must-have.
The Pulse Report found that 79% of guests factor sustainability into their decisions, and many are willing to pay more for it.
Across regions, the majority of respondents indicated that they either actively support eco-friendly venues or appreciate these initiatives, even if they are not the primary influence on their choices. For operators, emphasising sustainability efforts can benefit the environment while also drawing in visitors who value such practices – truly a win-win situation.
New says:
“I love that this showed up so clearly in the data. People care. They want to know the venues they support are trying to do the right thing. It doesn’t mean being perfect, but even small steps toward sustainability can really resonate with guests.”
The survey also revealed that guests appreciate social responsibility efforts by venues, particularly valuing inclusive job creation, educational programmes for families, and support for local suppliers.
Simple tech wins
The attractions industry constantly evolves, along with the expectations of its guests. The survey examined how innovation, technology, and new concepts influence guest desires, as well as how staying ahead of trends can keep attractions prominent in visitors’ minds.
When asked about the technology they would love to see more attractions adopt, those surveyed prioritised faster, easier online booking over flashy tech like augmented reality and virtual reality.
23% said that faster online checkouts was the leading innovation they want to see, and other priorities, such as self-service options, acceptance of digital wallets, and real-time wait tracking, all demonstrate the value of technology that streamlines the guest journey.
So, how can operators capitalise on this? “There’s always something new and shiny in the tech world, but guests are telling us something simple: make things easier,” says New.
“Speed up the checkout, let me use my phone, help me avoid long waits. That’s the kind of innovation that makes a real difference to them.”
Additionally, 82% of guests are interested in some level of smartphone usage at an attraction. For most visitors, their smartphone forms part of the experience. However, a pain point to consider is that it can be frustrating when essential services are only accessible through an app.
The key takeaway is that digital tools should enhance the visit without taking away from the fun.
The Pulse Report: helping operators remove friction
The Pulse Report reveals valuable insights into guest sentiments throughout their journey, covering everything from discovery and booking to post-visit impressions and special events.
“It can be overwhelming trying to decide where to focus, but this report gives operators a bit of a roadmap,” says New.
“And the truth is, you don’t need to overhaul everything. Even small improvements—like making your booking flow clearer or adding a self-serve option—can really move the needle.”
Finn adds:
“What stood out in this report is just how much the guest experience is shaped by the small, often overlooked moments. When things run smoothly, when it’s easy to book, easy to check in, and easy to enjoy the day, guests can focus on what they came for. Our role is to help operators make that possible by quietly removing the friction that gets in the way.”
To download the Pulse Report, please click here.
