Satisfaction
Overall satisfaction scores slipped relative to historical averages in 2022, down 0.06 points. Categories including staff friendliness, feeling welcome, and value for the money decreased. The only category that gained a little traction was the quality of the food experience. Attractions aren’t alone with dissatisfied customers. According to the American Consumer Satisfaction Index, customer satisfaction in the U.S. is incredibly low and has dropped 5% since 2018.
Not surprisingly, net promoter scores also fell, but more significantly. In 2020 the net promoter score was 41%. In 2021 it jumped to 49%. It fell back to 41% in 2022. We know people were excited and happy to be out of the house in 2021—did that lead to the big jump? Possibly. What’s contributing to the significant fall in 2022? That’s a great question. We have a few theories, which are likely a compounding set of issues.
A survey by Bankrate showed that 79% of travelers experienced travel problems in 2022, with reports of high prices, long waits, and poor customer service. Plus, prices were (and remain) higher on flights, hotels, tickets, food, and extras like line passes. Many people felt like they were paying more for less.
What’s going on?
Multiple studies show customer expectations are soaring, but the customer service they receive is declining. When trying to contact companies, a survey by NBC said people report unanswered calls and emails, time spent trying to reach someone, and un-informed agents as barriers to good service. A 2022 Hubspot study revealed that customer service leaders in the survey reported they don’t have the resources to deliver the customer service that people expect.
Lower caps on visitors = happy visitors? Many attractions relaxed visitation caps and returned to pre-pandemic levels. Are those additional crowds creating greater dissatisfaction among visitors? In June 2022, the Louvre in Paris began limiting daily visitors to 30,000. In January 2023, they made the cap permanent. A statement issued by the museum said they would limit visitors “to facilitate a comfortable visit and ensure optimal working conditions for museum staff.”
Labor shortages cause staffing problems. Staffing problems can cause lower quality, higher pressure on staff, closures of food and retail locations, longer lines, and many other issues. All of that adds up to upset customers.
Mobile technology continues to expand, including ticket sales and food service. The upside to mobile tech is well-documented, but it removes the human element from customer interaction. When you remove that interaction, the opportunity for real-time questions, feedback, and problem-solving is also removed. Balancing technology with the desire for a human element may be crucial moving forward.
First-time visitors typically report lower satisfaction, and there have been a lot of first-time visitors in recent years (46% of visitors in 2022). But why are they less satisfied? Jerry Henry, CEO of H2R Market Research, explains, “First-time visitors don’t know what to expect when they visit an attraction and don’t know whether they’ll like it or not. Thus, it’s only natural that some enjoy the attraction and plan to return, but others will not. Conversely, repeat guests know what to expect from the experience and have made an informed decision to return. Thus, a much larger proportion of repeat guests are typically satisfied with the experience than is true among first-time visitors.”
An increasing number of people want to support socially responsible companies. Expedia’s Travel Trend Report shows visitors value businesses that are welcoming and accessible, with 70% saying they are more likely to choose travel options that are more inclusive even if it costs more. And visitors want to be represented in an attraction’s marketing efforts, with millennials reporting that 84% have made a travel choice based on representation in advertising.
The satisfaction gap between people of color and non-Hispanic white audiences widened relative to the historical average. People of color cite various reasons for lower satisfaction scores, including being treated differently and that a lack of diversity among other customers creates a less comfortable environment. Another issue frequently raised is that the content of some attractions is not culturally relevant, decreasing engagement and leading to lower satisfaction.
In the past, many destinations ignored—and sometimes outright excluded—people of color and people with disabilities. Traveling while Black was so unsafe in many parts of the country that “The Green Book” provided Black travelers suggestions on safe places to eat, sleep, and purchase gas. And before the Americans with Disabilities Act of 1990, people who used wheelchairs had no guarantee they could travel anywhere or have access to destinations once they arrived.
The industry is making strides toward being more inclusive and realizing that inclusivity needs to be authentic. The supply chain vendors, social media and advertising representation, and employment statistics can all impact a destination’s diversity, equity, accessibility, and inclusion goals.
There are resources to help identify and improve diversity, equity, and inclusion (DEI) issues. Tourism Diversity Matters advocates for an inclusive and diverse workforce and guest experience through apprenticeships, education, and research. Travel Unity focuses on increasing diversity in travel through individual and community empowerment and sets standards for diversity, equity, and inclusion. These standards are meant to engage the travel industry in an ongoing dialogue and encourage sharing best practices in DEI.
Progressive and inclusive policies can aid connection and engagement. Last spring, the U.S. announced a gender-neutral option for passports. “The Department of State has reached another milestone in our work to better serve all U.S. citizens, regardless of their gender identity,” according to a press statement issued by Anthony Blinken, U.S. Secretary of State. “The Department is setting a precedent as the first federal government agency to offer the X-gender marker on an identity document. . . . We reaffirm our commitment to promoting and protecting the freedom, dignity, and equality of all persons—including transgender, non-binary and gender-nonconforming persons around the world.”
Credit: Holiday World
Credit: Holiday World
Connect with guests through regular emails in advance to share personalized welcoming videos, suggestions on where to eat, how to use the app, and specials for ordering in advance. Dining extras, souvenir photos, and line passes are also ways attractions can add value to their tickets. Visitors will feel they’re getting more from the experience.
Holiday World & Splashin’ Safari is located in a rural part of Indiana, within a three-hour drive from Indianapolis, St. Louis, Nashville, Cincinnati, and Louisville. The park was looking for ways to differentiate the park from other attractions and reinforce their image as a value-packed, family-friendly park. They found that opportunity in added-value pieces. Free unlimited soft drinks began at the park in 2000, later expanding to offer free sunscreen. Eric Snow, VP and Chief Marketing Officer of Holiday World & Splashin’ Safari, said, “Our free offerings are always near the top of reasons why families say they visit Holiday World and revisit. They appreciate not being nickeled and dimed from the time they arrive until they leave. A family with a van full of kids doesn’t have to worry about keeping everyone hydrated or protected from the sun. The pressure is off, and they can focus on having fun together. New guests don’t quite understand or believe it and want to know what the catch is. You can sense a feeling of appreciation and joy when it settles in that there is no catch.”
New in 2023, Holiday World offers a free Pre-K pass, providing free season pass entry to four-and five-year-old visitors. They report double-digit pass revenue growth because of the free Pre-K pass program.
Credit: Holiday World
While significant capital is spent on providing these complimentary amenities, Holiday World finds these added-value gestures worth the money. “We want free drinks to be accessible and easy to find. So much so that we pour enough free soft drinks to fill our large wave pool every year. Syrup, cups, ice, and labor supporting the program add to a large budget line item. There’s an argument about the opportunity cost of giving away parking, soft drinks, and sunscreen. However, we’ve seen a huge upside to offering freebies with admission. We have enjoyed increased length of stay, increased in-park spending, increased guest satisfaction scores, increased attendance, reduced first aid calls, and reduced complaints. Most importantly, our value proposition has helped to build relationships with guests by being transparent about what we offer and delivering on those promises. The psychological benefit of guests feeling we aren’t out to get them leads to positive, long-term business results,” Snow says.
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