Positive and Negative Drivers of Online Booking
Discover what delights users, and what frustrates them when buying tickets online.
The Online Booking Experience: What Drives Visitors to Click “Book Now”
Weather isn’t just a variable, it’s now one of the strongest demand signals you can’t afford to ignore.
Understand What Shapes the Digital Journey for UK Attractions
The way visitors plan, book, and connect with attractions online is evolving faster than ever. For many, the digital experience now defines the entire visitor journey, shaping perceptions, influencing decisions, and building long-term loyalty.
To better understand this journey, we worked with Decision House to survey a representative sample of 1,011 people across the UK to uncover what makes (and breaks) a great online booking experience. From website usability and pricing transparency to family-friendly tools and membership renewals, the research reveals what really matters to today’s visitors.
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Weather Apps: A Key Factor in Visitor Planning
Our research found that over 70% of respondents regularly consult weather apps when deciding whether, and when, to visit an attraction. That makes forecast expectations nearly as important as timing, price or content in driving bookings.
What’s Inside the Report
Key Motivators to Book in Advance
Learn how discounts, flexibility, and trust drive earlier engagement and higher conversions.
Planning and Decision-Making Insights
Understand how visitors use online tools, from weather apps to attraction information, to shape their plans.
Actionable Takeaways for Attractions
Practical steps you can take today to improve your website experience, boost bookings, and build visitor loyalty.
Why Read This Report
Whether you’re a heritage site, museum, or theme park, this research provides the data and insights you need to design digital experiences that truly connect.
By understanding the drivers behind every click, you can create online journeys that are as seamless and inspiring as the visits themselves.
Download the Full Report
Get your free copy of the report today and start transforming your online booking experience.
Brought to you by Decision House and Crowd Convert
