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Destination Designer PGAV Destinations Reveals Guest Insights in “Voice of the Visitor”


PGAV Destinations has published its inaugural Voice of the Visitor: 2016 Annual Outlook on the Attractions Industry.

Destination Designer PGAV Destinations reveals guest insights in “Voice of the Visitor”, a new annual forecasting report for the Attractions Industry.

Download Voice of the Visitor:PGAV Destinations report

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, 000 U.S. leisure attraction visitors who have either visited an attraction in 2015 or are open to doing so this year. It serves as an essential benchmark study in understanding the U.S. attractions and travel market.

Voice of the Visitor: PGAV Destinations“We see this report as an invaluable tool for attraction managers across the country to use in understanding guests’ intentions and interests at their destinations throughout the year, ” says PGAV Destinations principal and chair, Mike Konzen. “The insights are tremendously useful and the outlook is quite promising; in fact, our survey suggests a 3% increase in industry attendance in 2016.”

Voice of the Visitor is a wholly unique industry forecasting report in that its findings and its predictions are primarily based on feedback directly collected from destination guests themselves, rather than observation and attendance figures. Overall, 86% of respondents intend to travel for leisure in 2016, and in large part this is due an overall increase in the confidence of the U.S. economy.

Voice of the Visitor: PGAV DestinationsThe report explores various demographic trends amongst more than a dozen types of attractions, from Family Entertainment Centers to Botanical Gardens. 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 attraction guests plan their trips and use social media while attending, and their key delights and pain points.

In addition to providing overall insights on trends and intentions, the report also contains a convenient reference section for destination managers to quickly review key facts and findings about their particular industry.

Voice of the Visitor: PGAV Destinations

The full Voice of the Visitor: 2016 Annual Outlook on the Attractions Industry can be read for free at and here:

Download Voice of the Visitor:PGAV Destinations report


About PGAV Destinations 

PGAV Destinations is a global leader in the planning and design of unique destinations. Now entering its sixth decade, the practice has evolved to become the ideal destination-consulting partner, skilled at developing growth-oriented master plans and translating those plans into successful projects. No other firm offers such an integrated approach to destination planning.  

PGAV’s key clients include industry leaders such as Delaware North Companies, SeaWorld Parks and Entertainment, the Biltmore Companies, Bass Pro Shops, Ameristar Casinos, Universal Studios, The Gettysburg Foundation, the Saint Louis Zoo, and many others. Recent assignments include planning and design at many of the world’s “must see” destinations, including the Grand Canyon, Biltmore Estate, Space Shuttle Atlantis, Chimelong Ocean Kingdom, the Georgia Aquarium, the Hoover Dam, and SeaWorld Adventure Parks.

About H2R Market Research

H2R Market Research is a leader in providing consumer insights in the travel and tourism research industry. Since 2001, the company has been helping attractions and travel organizations better understand their visitors, what motivates and inspires action, and what drives the visitor experience.

H2R’s primary areas of focus center on guest satisfaction/voice of the customer measurements, concept evaluation studies, brand health and brand perception as well as contextual marketing measurements such as ad effectiveness studies. The company’s key clients include industry leaders such as Coca Cola, Herschend Family Entertainment, as well as numerous zoos, museums, aquariums, state travel offices and destination marketing organizations.

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