SSA Group, a best-in-class provider of integrated guest services, has published its 2026 Attractions Trends Report, which combines industry research with findings from 25,228 written guest reviews to reveal eight key trends shaping the visitor experience.
Together, the trends provide a broader understanding of what visitors increasingly expect from zoos, aquariums, museums, and cultural attractions, and identify ways in which leaders might respond.
To download the SSA Group’s 2026 Attractions Trends Report, please click here.
Understanding friction
The reviews, dating from January to June 2026, were analysed in partnership with sentiment specialist Tatvam and reveal opportunities across the entire visitor experience.
These trends highlight changing expectations around food and beverage, immersive technology, and the role of membership in developing a sense of belonging.
Additionally, negative feedback demonstrated how friction around arrival, wait times, hygiene, and accessibility can build across a visit.
The report found that visitors don’t necessarily experience these frustrations as separate problems. Rather, these moments can accumulate and shape how they feel about the overall visit.
When no friction was mentioned, reviews averaged 4.55 stars. When reviews included operational friction, the average dropped to 3.99 stars.
By understanding these connections, attraction leaders can identify where friction occurs, where expectations may not align with the experience, and where meaningful changes can enhance the visitor journey.
The 2026 Attractions Trends Report is free to download and details all eight guest experience trends, accompanied by practical recommendations to help turn visitor insights into impact.
Earlier this month, SSA Group launched a new website designed to better reflect the company today, its approach to hospitality, and its work with cultural attractions. It features a modern look, revised messaging, and easier navigation.
The refreshed website also emphasises the principles behind SSA’s work. Through its “Hospitality, Unleashed.” positioning, visitors can explore three key parts of the company’s philosophy: Unapologetically Family, 452 Hospitality, and One Revenue Strategy.
Rebecca Hardy has over 10 years' experience in the culture and heritage sector. She studied Fine Art at university and has written for a broad range of creative organisations including artists, galleries, and retailers. When she's not writing, she spends her time getting lost in the woods and making mud pies with her young son.
