In PGAV’s latest installment of Voice of the Visitor 2021, we dive into missed attraction visits of the pandemic and exactly which attraction types were missed the most.
The full article can be found here, but highlights regarding missed attractions include:
· Based on intended visitation per attraction type, the pandemic caused travelers to miss visits to animal attractions, theme parks and theaters the most (25%-28%) in 2020.
· Attraction visitors not only have a lot of pent-up demand, but also the means to visit when it is safe to do so.
o While traveler income levels vary greatly, a large portion of attraction visitors have a higher household income compared to non-visitors (+40%) and do not have service industry careers that were greatly affected by the pandemic.
o The majority of this group worked from home during the pandemic, keeping a steady income but decreasing their spending levels. Missed visits plus increased savings is a recipe for a powerful hunk of burning love for the attractions industry.
· Pent-up demand and increased personal savings encouraged those who were brave enough to venture out during the pandemic to spend more money on food, merchandise and premium experiences than they have in previous years. This provides an opportunity for attractions to refresh their seasonal offerings and special events to capitalize on this spending trend.
Keep following PGAV’s data release here, and check our LinkedIn and Twitter as we post updates as they become available.
Voice of the Visitor, a partnership between PGAV Destinations and H2R Market Research, is the most comprehensive U.S. report on guests’ collective opinions, attitudes and expectations—directly generated from guest feedback. (PGAV Destinations, 02.17.21)
Catch Up on More VOV Data:
Voice of the Visitor Data: Safety in Travel
Voice of the Visitor Data Spotlights Risk Tolerance in Travel