PGAV Destinations’ fourth installment of Voice of the Visitor 2022, conducted annually in partnership with H2R Market Research, reveals that not only are visitors excited to return to attractions, but that they are spending money when they do. While this is much-needed good news for the industry, will it be long lasting?

• Respondents reported spending an average of $72 per person and $187 per party on their last attraction visit, with 30% indicating that this was more than they’ve spent in the past. With only 11% saying they spent less, this leaves a substantial net of 19% spending more in 2021, signaling that attraction visitors are ready and willing to spend more on memorable experiences. Theme parks, museums and zoos and aquariums fared the best among those bigger spenders, but net spending was up across all attraction types.
• The biggest motivators for these spending increases included 1) wanting to get out again after extended periods of quarantine (81%), 2) a desire to treat themselves or their families (77%), 3) a heightened sense of wanting to savor family time (72%) and 4) increased savings (64%).
• Nearly two-thirds of Voice of the Visitor respondents indicated that they are likely to continue spending more this year, painting a rosy picture for the industry in the short-term.
  • Visitors reported household income last year 9% higher than historical averages, and net expectations for the economy to improve this year is the highest ever recorded for Voice of the Visitor (30%).
  • While strong savings and a healthy employment market are all positives for increased spending moving forward, economic experts cite inflation, the conclusion of major stimulus programs and ongoing uncertainty regarding the pandemic as factors that could dampen spending.

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, 02.09.22)

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