The 2024 Digital Guest Experience Report

What do guests expect from digital experiences, and how does that compare with:

• Their reality today 
• What operators plan to invest in over the next five years 

To find out, we surveyed 1000 attraction guests across the US and Europe and more than 200 resort and attraction operators.

Our research reveals a gap between what guests desire from digital touchpoints and what they experience whilst visiting attractions. 

While 63% of attraction guests are willing to pay more for a superior experience, we're failing to delight them at present. Across the guest journey, guests rate their experiences with technology as average, with moments of genuine delight few and far between.

Some of our findings include: 

• 56% of guests report being disappointed or distracted by digital experiences
• 72% of guests say digital experiences enhance their family's satisfaction
• 63% of guests say great digital experiences enhance their connection to the attraction’s brand.

What we cover in the report

1. What guests truly want from their experiences today and in the future.

2. How guests' preferences align (or clash) with operators' current plans for technology investment

3. Guests' attitudes toward new technologies and their potential impact on the guest experience.

4. Operator’s readiness to drive digital transformation against our industry sample. 

Alongside our findings, we propose actionable strategies aimed at helping you considerately weave technology into your experience to enhance satisfaction and long-term brand loyalty.