PGAV Destinations’ fifth installment of Voice of the Visitor 2022, conducted annually in partnership with H2R Market Research, reveals that while people are ready to relax and have fun, safety remains top-of-mind. Visitors want awesome experiences and maximum safety, but aren’t these mutually exclusive?

Attractions face continued challenges in balancing these priorities. However, data indicates that visitors think attractions are doing a pretty good job maintaining this balance, and some of the safety-inspired innovations that have been implemented are enhancing the overall visitor experience.

• Precautions such as mask wearing and hand sanitizing will likely remain for the foreseeable future, though they are likely what most visitors and attraction operators categorize as “necessary evils.” However, not all precautions fall in this bucket and are expected to stick around.
• The top three “pandemically experimental” options that are expected to continue are food delivery services (78%), online reservations (75%) and mobile app ordering onsite (74%).
• Despite the many necessary evils that attractions needed to enforce, satisfaction scores were up in most categories. The highest jump over historical averages occurred for quality food experience (+0.21), enjoyment for children (+0.11) and variety of things to do (+0.10). This is a good indication that the industry is finding the right balance between safety and fun.

Be sure to check out the full article here to read about even more findings.

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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, 02.16.22)

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