ROLLER, the ticketing, CRM, and POS specialist, has strengthened its commitment to industry intelligence with two major benchmarking announcements made at IAAPA Expo 2025.
The company published its 2026 Attractions Industry Benchmark Report, providing valuable insights to operators worldwide. And in an industry first, ROLLER has also integrated benchmarking data into its AI assistant, ROLLER iQ.
This offers ROLLER customers instant, in-platform comparisons against industry benchmarks, allowing them to see in real time how their venue performance compares with competitors and peers.
"Operators tell us they want clarity and confidence around how they're performing," says Luke Finn, co-founder and CEO of ROLLER.
"With our 2026 Attractions Industry Benchmark Report, we're giving the entire attractions community access to valuable industry intelligence.
"And for operators using ROLLER iQ, we're taking it further by delivering personalized, real-time benchmarks inside the platform so they can instantly see how their venue is tracking and get clear, data-driven actions to improve."
See also: Smarter, faster decisions with ROLLER iQ
Accessible intelligence
The new benchmarking feature within ROLLER iQ offers operators instant insight into how their venue's performance compares to industry averages, all without leaving the platform.
Powered by anonymised, aggregated data from across the ROLLER ecosystem, it provides valuable benchmarks on key metrics, helping operators understand their performance in areas such as online booking conversions, return visits, and spend per customer.
"We've taken benchmarking out of static reports and into the operator's hands," adds Finn. "ROLLER iQ now delivers intelligence that's alive, accessible, and directly tied to everyday performance."
Complementing ROLLER iQ's advanced features, the 2026 Attractions Industry Benchmark Report is accessible to anyone who registers. Compiled from hundreds of thousands of data points, this insightful report outlines key trends shaping the modern guest experience.
Key findings
This edition highlights several key findings. Online checkouts tend to drive higher spending, with online bookings accounting for 45% of revenue despite representing only 33% of total bookings.
Memberships play a significant role in increasing loyalty and encouraging repeat visits, as members visit nearly five times more often—4.9 times annually compared to just 1.3 visits for non-members.
Additionally, mobile ordering leads to larger order values, with mobile food and beverage orders being 3.3 times higher than those placed at traditional points of sale.
Digital payments also contribute to higher transaction values; digital wallets like Google Pay and Apple Pay account for 23.8% of online transactions and typically involve transaction values that are 1.96 times higher on average than those made with physical cards.
By uniting in-platform benchmarking with comprehensive industry reporting, ROLLER continues to lead the advancement of intelligence in the attractions sector. These initiatives strengthen the company's aim to make data accessible, actionable, and genuinely transformative for operators worldwide.
"The attractions industry is evolving fast, and intelligence is what will define the next era of growth," says Finn.
"Our goal is to support the community through that shift, giving every operator, no matter their size, access to insights that help them reach their full potential," said Finn.
The 2026 Attractions Industry Benchmark Report is available here.
Earlier this year, ROLLER acquired UK-based BookNow Software, a CRM-native booking and operations platform. The acquisition accelerates ROLLER's aim to make the planet a more joyful place by helping operators expand more quickly and provide excellent visitor experiences.
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
