Watauga’s latest research, the “2024 Attraction Visitor Report: Insights for Maximizing New & Repeat Guests,” is a game-changer for attraction marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers. With findings derived from an extensive consumer attitudinal research study involving 3,590 participants, the report dives deep into the minds of attraction guests. This article summarizes one of the many key takeaways uncovered in the research.
Influencing the Decision to Visit Attractions
Understanding the mindsets of current attraction visitors and potential guests is the first step toward developing strategies to activate and engage them. Focusing on the Doers, it is imperative for attraction marketing leaders to pinpoint and prioritize this audience to drive first-time visits and maximize high-frequency repeat guests.
In the bustling world of entertainment attractions, one undeniable truth reigns supreme: experience counts. For marketing leaders at attractions, be it a theme park, zoo, aquarium, water park, or family entertainment center, understanding the profound influence of past experiences on a Doer’s decision-making is key to attracting repeat guests.
Our study revealed that prior experience carries equal weight alongside other factors such as available activities, peer endorsements, customer service quality, and discounts. Highlighting and capitalizing on the positive memories of past visits is instrumental in boosting return visits and fostering guest loyalty.
Understanding Visitor Mindsets, Seekers, and Doers
Our research study unveiled three distinct visitor mindsets. Passionate Visitors who prioritize meaningful moments with loved ones at attractions and consider the cost secondary. Intentional Visitors who value frugality and personal space, prioritizing their visits when it is financially affordable and when crowds are reduced. Passive Visitors who prefer familiar attractions close to home, find fulfillment in routines, and often lose interest after visiting an attraction several times.
Watauga also applied two crucial audience lenses named “Seekers” and “Doers,” to closely analyze the data and the three mindsets of attraction visitors.
Seekers are individuals who have not visited an attraction but express interest in doing so.
Doers are individuals who have either visited an attraction in the past or are current attraction guests.
Keeping the Spark Alive: Re-engage Visitors 2 to 3 months Post-Visit
To maximize repeat visitation, it’s crucial to engage with Doers after their visit. The optimal timeframe to engage with these guests is 2-3 months post-visit. This period aligns with their peak enthusiasm for attractions, ensuring that your relationship marketing efforts resonate most effectively. By leveraging user-generated content, such as positive reviews and social media posts, you can tap into the authentic experiences shared by fellow visitors. Through tailored engagement strategies, you reignite the spark of past experiences and provide compelling reasons for Doers to return for another memorable adventure.
Strategic Expansion: Target Visitors to Other Attractions to Convert them into New Guests
While retaining existing guests is essential for maintaining a solid foundation, attracting new visitors is equally vital for growth. Implementing post-visit marketing, messaging, and advertising strategies aimed at recent visitors to other attractions can generate impressive results by engaging individuals already interested in similar experiences. This approach not only attracts new visitors but also strengthens the attraction’s industry relevance. To learn more about full-funnel marketing approaches to acquire new guests, check out our blog post here.
Data-Driven Precision: Maximizing Marketing Impact and Maintaining Competitive Edge
Using first-party data from Doers and existing guests enables precise targeting of visitors with similar preferences and behaviors, which maximizes marketing effectiveness. This targeted approach not only increases the likelihood of attracting new guests but also enhances the overall return on investment by allocating resources towards reaching individuals most likely to engage with your attraction. By consistently honing these strategies through insights and guest feedback, you can stay ahead of the competition.
Conclusion: Strategizing Engagement for Success
In the competitive landscape of attractions, success hinges on understanding and maximizing the power of past experiences. By prioritizing strategic engagement with Doers post-visit and implementing targeted marketing strategies, marketing leaders at theme parks, zoos, aquariums, water parks, museums, and family entertainment centers can cultivate guest loyalty and drive new attendance. In the end, it’s not just about offering a memorable experience—it’s about ensuring that the experience resonates long after the visit concludes.
To download a complimentary copy of Watauga’s 2024 Attraction Visitor Report and view an interactive visualization of the research data, please visit https://wataugagrou.com/attraction-visitor-report/.
Also see our recent blog post No Kids Attached: How To Capture Child-Free Guests
