The Digital Guest Experience Report
Our latest research on how operators can align tech investment with guest expectations. For our 2024 report, we surveyed more than 1,000 guests across North America, the UK and Western Europe, and more than 200 attraction operators.
63%
of attraction guests are willing to pay more for a superior experience
56%
report being disappointed or distracted by digital experiences
72%
say digital experiences enhance their family's satisfaction
The gap
Guests want more than they're getting
Our research reveals a gap between what guests want from digital touchpoints and what they experience on a visit. Across the guest journey, guests rate their experiences with technology as average, with moments of genuine delight few and far between.
63% of guests say great digital experiences enhance their connection to the attraction's brand. Alongside the findings, the report sets out practical ways to bring technology into your experience with care, lifting satisfaction and long-term loyalty. Once changes are live, GX Pulse, our guest feedback intelligence tool, shows how guests rate each part of the visit.
What we cover in the report
- What guests truly want from their experiences today and in the future
- How guests' preferences align (or clash) with operators' current plans for technology investment
- Guests' attitudes towards new technologies and their potential impact on the guest experience
- Operators' readiness to drive digital transformation against our industry sample
Free report
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