ROLLER, the ticketing, CRM, and POS specialist, created the 2025 Attractions Industry Benchmark Report to help operators elevate their processes and stay ahead of visitor expectations by gaining valuable insights into payment trends, alongside tips and tricks to help venues stay ahead of the competition.
Payment systems are essential not just for transactions—they also shape guest experiences and boost revenue. For instance, imagine a guest excited to visit a venue. They’ve selected the perfect experience, added items to their cart, and are about to check out. But frustration strikes when their preferred payment method isn’t available. The booking is abandoned, losing the chance to convert a one-time visitor into a loyal customer.
See also: Inside the ROLLER 2025 Attractions Industry Benchmark Report
Digital wallets
The digital wallet’s convenience and simplicity are transforming how guests interact with attractions. As highlighted in the 2025 Attractions Industry Benchmark Report, the uptake of digital wallets increased by 5% year-on-year (YoY), with digital payments making up 10.6% of total sales. Notably, guests using digital wallets spend 43.5% more per transaction than those relying on traditional payment methods like credit cards.
In addition to being easy to use, digital wallets offer guests a trusted and secure way to pay, increasing bookings and spending.
By focusing on digital wallet integrations, operators are not only satisfying guest expectations but also tapping into greater spending potential and driving business growth.
Diverse payment options
Guest preferences vary widely, as indicated by ROLLER’s payment data. While credit cards remain the preferred choice, innovative payment solutions like Buy Now Pay Later (BNPL) are gaining traction, leading to an increased average order value of $127.2. Flexible payment methods allow operators to accommodate their guests’ diverse financial preferences. Conversely, a limited payment system may drive guests away to competitors.
Payment flexibility goes beyond convenience; it fosters inclusivity. Offering various payment methods expands the customer base and can lead to increased cart values.
Seamless transactions
Failed payments represent more than just a hassle—they signify lost opportunities. The report shows a 0.27% year-over-year increase in authorization rates, peaking at 95.9% in the EMEA region. Although this may seem minor, enhanced payment processing results in fewer declined or failed transactions, leading to an improved guest experience.
This statistic not only reflects card declines at the POS but also shows a reduction in failures regarding scheduled payments like membership fees. With recurring revenue serving as a crucial growth factor, implementing strong systems to reduce these losses is vital!
Operators should use this as a prompt to evaluate their payment gateway. Is it efficient, trustworthy, and able to manage high transaction volumes? If it falls short, upgrading could be the most significant step towards a venue’s growth.
Service fees
Service fees are a highly contentious issue among operators. The 2025 Attractions Industry Benchmark Report reveals that just 10.9% of venues transfer credit card fees to patrons. While this approach can alleviate operational expenses, it may also lead to tension with guests. In the EMEA region, where surcharging regulations are stringent, just 0.5% of venues employ this tactic. Conversely, 28.4% of venues in the APAC region pass on these fees, indicating a more lenient market attitude.
Operators must find a balance between revenue generation and guest satisfaction. Communicating fees clearly or integrating them into ticket prices can alleviate negative perceptions. Furthermore, it is important to ensure compliance with local regulations, as surcharging may be subject to rules limiting or prohibiting it, depending on the location.
A cashless future
The cashless movement is on the rise. For numerous venues, the benefits are clear: reduced risk of theft, more efficient operations, and lower administrative costs. However, challenges remain. Some guests, particularly those in older age groups, still prefer cash, and a complete shift to cashless may alienate this demographic.
As part of the 2025 Attractions Industry Benchmark Report, ROLLER asked operators from its community to share their thoughts on a cashless future. The responses varied but depicted the concerns and benefits of cashless operations.
Hallie Hardin Lee, marketing coordinator at Murfreesboro Escape Rooms, said: “We did try going cashless for about 18 months, but we get a lot of business from older folks bringing along their grandkids, and in our experience, that generation is more likely to not purchase if we can’t accept cash.”
Meanwhile, one UK operator said: “We have always been cashless. For a number of reasons. It removes the risk of cash, removes the cost of counting cash, is easier to deal with for the reception staff, and is easier to track.”
Operators could consider implementing a hybrid system offering cashless options alongside traditional methods. This should include informing guests about the advantages of cashless transactions, like quicker service, to promote gradual adoption.
The 2025 Attractions Industry Benchmark Report offers valuable insights into online conversions, popular purchases, and guest-favourite features. It also encompasses region-specific data, expert implementation tips, and anonymised quotes from industry leaders. To download a copy, please click here.
Last month, ROLLER shared how its solutions helped drive a 50% increase in online sales at SkyWheel in Panama City Beach, Florida.
