The attractions industry in 2026 is witnessing an interesting time. The post-pandemic surge has plateaued. New attraction announcements are rare. Media costs have gone up 20%–40% YoY, with Google Ads CPC jumping 12.9% despite demand.
Add to this the change in consumer expectations — the need for wellness, authenticity, sustainability, and personalization — and it’s the perfect storm.
2026 is going to be a crucial year to revamp playbooks that reorient toward efficient, authentic, and systematic growth of guest lifetime value.
Here are six marketing shifts that will help you do exactly that.
1. First-Party Data Is Pure Gold
The shift: Third-party cookies may linger longer than expected, but the industry trend is clear: their usefulness is steadily declining as more browsers restrict them, and platforms shift to privacy-centric models. At the same time, rising media costs make broad cookie-based prospecting less efficient and more expensive.
What this means: Attractions that capture first-party data through website registrations, email opt-ins, and loyalty programs will have a competitive advantage. This will help reduce customer acquisition cost (CAC), improve retargeting performance, and personalize at scale using customer signals like visit frequencies, spend patterns, etc.
Takeaway: Move away from broad, unfocused budget tactics. Implement a customer data platform (CDP) that consolidates all data into a cohesive narrative and gives you access to relevant touchpoints.
2. Membership and Loyalty Fuel Revenue
The shift: Gone are the days of memberships being a loss-leader strategy. In 2026, membership and loyalty programs are sophisticated ecosystems designed to maximize lifetime value and ensure recurring revenue.
What this means: The most successful programs tie membership to tangible benefits that increase their perceived value, offering exclusive discounts, members-only previews, skip-the-line entry, partner offers, etc., which make the membership “pay for itself,” driving 30%–40% higher renewal rates.
Takeaway: Build package memberships with tiered benefits that balance access, experience, pricing, and value. Partnerships via reward programs, perks or bonus experiences, and partner experiences help create a comprehensive loyalty ecosystem.
3. Gen Z and Millennials Are Shifting to Native Content
The shift: 88% of Gen Z and millennial parents are likely to purchase products or tickets seen in video games or media consumed with their kids; 70% of parents have made purchases based on integrated brands shown in this content.
What this means: This segment of the audience cannot be reached by traditional ads alone, trusting formats that blur the line between entertainment and persuasion. Authentic and relatable messaging within their preferred games, content, and platforms like TikTok and Instagram cut through the noise and deliver high ROI.
Takeaway: Engage Gen Z and Millennials with authentic native content, UGC, influencers, and in-game ads, while embedding customizable experiences that appeal to families and multi-generation audiences.
4. Real-Time Weather Marketing Drives Conversions
The shift: Modern customer data platforms (CDPs) incorporate weather APIs, intent signals, and dynamic content systems that are ready to trigger conversion-ready messaging in the very moment that demand signals spike.
What this means: Utilize weather-triggered digital ads that align with daily weather conditions. When there’s bad weather, activate indoor attractions and experiences; when the weather is perfect for a visit to an outdoor attraction, lean into multi-day pass promotion. Use geotargeted push notifications within a predetermined radius to promote same-day offers and a highly relevant reason to visit. Predictive analysis can accommodate shoulder-season demand spikes, helping real-time budget allocation to capture trending intent.
Takeaway: Weather, good or bad, can drive conversions if leveraged strategically. Integrate weather APIs into systems to inform both internal teams and external campaigns, enabling last-minute SMS, app, and digital ad offers within 24–48 hours. Target these real-time messages to visitors based on past booking behavior to boost ticket sales and maximize responsiveness.
5. AI + Human Insight Drive Results
The shift: AI is a force multiplier, not a strategy on its own. Attractions that maintain clean data, use predictive analytics, and optimize content in real time can reduce acquisition costs by up to 50%, lift revenues 5%–15%, and increase marketing ROI 10%–30%.
What this means: AI handles audience segmentation, real-time insights, competitor analysis, and automated execution, but human expertise ensures strategic focus and prevents drift. Focus on insights, not just tools.
Takeaway: AI powers personalization, pattern recognition, and targeting, while marketers provide strategic direction, fine-tuning, and performance evaluation to deliver meaningful results.
6. Authentic Transparency Wins in an Experience-Driven Market
The shift: Today’s audiences aren’t just buying tickets—they’re seeking memorable experiences. Generic marketing and scripted storytelling no longer resonate; audiences can spot inauthentic “fake transparency,” and they reward brands that share genuine, human-centered stories.
What this means: Attractions that lead with transparent authenticity, showcasing real guest experiences, employee stories, behind-the-scenes operations, and environmental commitments, create meaningful differentiation that transcends price competition and builds lasting loyalty.
Takeaway: Be vulnerable. Share the story of your attraction and the emotions behind it. Feature real guest photos on social channels. Explain dynamic pricing and operational choices to demonstrate transparency, and let your authenticity shape the experience you deliver.
The Bottom Line: 2026 Demands a Smarter, Integrated Marketing Engine
For CMOs, 2026 will reward those who elevate attraction marketing from a collection of tactics to a connected growth system. The leaders who win will integrate first-party data, AI-driven insights, dynamic content, and human creativity to drive efficiency, deepen loyalty, and expand guest lifetime value.
The challenge isn’t just keeping pace with change, it’s orchestrating it with intention, clarity, and a revenue-first mindset.
If you’re ready to modernize your marketing ecosystem and accelerate performance in 2026, our team can help you shape what comes next.
