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Attractions.io and Cinchio are excited to announce the release of its 2024 Digital Guest Experience Report. Our inaugural report provides insights for operators exploring how they can adapt to guests' evolving demands and equip their businesses to take advantage of emerging technologies, like AI.
The research highlights a significant gap between what guests expect from their digital experiences and what is currently being delivered, providing actionable recommendations for improving guest satisfaction and operational efficiency.
The 2024 Digital Guest Experience Report is based on a survey of over 1,000 guests and more than 200 operators from across North America, the UK, and Western Europe. The research sought to understand how technology impacts guest experiences before, during, and after their visits, and compares these results to the digital investments operators are planning to make.
The report examines the entire digital guest journey—from pre-visit planning to on-site navigation—and offers insights on how operators can meet guest needs more effectively.
One of the most critical findings of the report is that only 22% feel current digital offerings deliver a great experience, with 23% indicating that these experiences are not easily accessible. For operators, this highlights the need to invest in more intuitive, guest-friendly digital tools, ensuring that technology enhances, rather than hinders, the guest experience.
This is especially true, given that 72% of guests surveyed, reported that a high-quality digital experience increases their trust in a brand, and 63% said they are willing to pay more for tickets if their digital needs are being met and they enjoy a slick experience. This demonstrates that well-executed digital solutions not only improve guest satisfaction but also drive repeat visits and strengthen brand loyalty—crucial elements for long-term success.
For digital leaders, the research also underscores the importance of privacy and data security. Only 33% of guests expressed confidence that attractions are handling their data appropriately, despite 67% of CTOs believing their organisation hits the mark. Addressing this concern is essential, as building trust through transparent and secure data practices will be key to encouraging guests to engage more deeply with personalised digital services, something a majority indicated they wanted to see more of.
You can download your copy of the 2024 Digital Guest Experience Report here.
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