Roller, the all-in-one venue management platform for the leisure and attractions industry, has released a report into the behaviours, expectations, and pain points guests experience when visiting attractions in the USA, UK, and Australia.
The 2025 Pulse Report highlights insights from 2,000 guests across three continents.
Along with a peek into the consumer mindset, the report provides information and data aimed at helping venue owners and operators better understand how to remove barriers to visitation, improve the overall guest experience, and drive repeat visitation.
"The attractions industry exists to bring people joy, and we feel incredibly privileged to contribute to that mission. But delivering joy isn't guesswork. It requires insight. That's why we created the Pulse Report," said Luke Finn, CEO and Founder, Roller.
Roller’s 2025 Pulse Report highlighted several key themes for today's consumers:
Value for money: 74 per cent of guests say attractions provide good value for money, showing that days out are still seen as a worthwhile and rewarding way to spend.
Local options reign: 27 per cent of guests are choosing to visit smaller local attractions over major theme parks, and 13 per cent are prioritising domestic options over international trips.
Be unique: 80 per cent of guests feel they get exceptional value for money when they experience something unique. Consumers value convenience: 76 per cent of guests are willing to pay more for shorter wait times and exclusive amenities during their visit.
While the 2025 Pulse Report focused on consumer behaviour, the responses also provided data that attraction owners and operators can use to grow their businesses:
A positive visit yields return visits: 79 per cent of guests say great previous experiences are the main reason they return to a venue.
Booking convenience is non-negotiable: 90 per cent of guests prefer to book online, and 90% want self-serve options onsite.
Planning rules over spontaneity: 97 per cent of guests plan their visit at least one day in advance.
Sustainability matters: 79 per cent of guests say sustainability plays a role in their decision-making, and many are willing to pay more in support of a business's efforts toward sustainability.
