In PGAV Destinations’ second installment of Voice of the Visitor, an annual study conducted in partnership with H2R Market Research, highlights the bucket list. The pandemic has reminded us that life is short, so we need to make the most of it. The research shows that attraction visitors are not only completing their bucket lists this year, but that they are also returning for more.

• Nearly half of VOV 2022 respondents indicated that they visited a specific attraction for the very first time in 2021 (48%)—further evidence of this bucket list trend. Attractions seeing the greatest boost in first-time visitation includes museums, art galleries, historic places and outdoor recreation attractions.
• Additionally, attraction visitors set a new VOV record for intent to return to the same attraction in 2022 (+5 points to 74%). Attractions seeing the greatest intent to return are amusement parks, educational attractions and zoos and aquariums.
• Going hand in hand with strong intent to return, loyalty was also at a record high, with 60% of respondents indicating that purchased season passes or memberships in 2021 to at least one attraction.

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

Keep following PGAV’s VOV 2022 data release here, and check out 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, 01.26.22)

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