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Are People Ready To Visit Attractions Again?
June Consumer Sentiment ReportAs we head into a period of phased re-opening of attractions in the UK, the industry is wondering whether visitors are ready to come back and how to entice them. Beyond the expected demand for outdoor attractions, what else can we expect?
In association with Panelbase, we conducted an e-survey with over 1,000 previous visitors of attractions between 6th and 7th June 2020. We looked at two main areas, appetite to return to physical experiences (by type of attraction), and what information visitors need to be enticed back.
As with previous sentiment surveys we've seen and undertaken in April and May, it is not surprising to find that the natural environment, gardens and outdoor heritage are the first places people want to visit. But there are worrying signs for theatres, live music venues and festivals in that the research shows that between 25% and 28% felt they'd wait for a vaccine before heading back.
There are some interesting specific stats for marketers to grab hold of within the report. For instance, independent adults are far more likely than families to head back to theme parks and zoos.
We know from attractions already open that around 90% of visitors look at their website before visiting. So it's important to have helpful and welcoming information. Visitors want to know what the new experience will look like fo them, the measures being taken for safety, how numbers are limited for instance. In other words, leave nothing to chance and explain everything, both on your website and in your marketing to give confidence that this is an experience your guests and visitors will want to have.