Are You Leaving Money on the Table? The Shocking Truth About Attraction Performance
Imagine discovering that your amusement park, museum, or entertainment venue isn't performing as well as it could be. That feeling of missed opportunity? It's what ROLLER, the ticketing, CRM, and POS specialist (check them out at https://www.roller.software/), is tackling head-on. At the recent IAAPA Expo 2025, they unveiled two game-changing resources designed to give attraction operators a competitive edge.
First, they released the 2026 Attractions Industry Benchmark Report, a treasure trove of insights for operators worldwide. Think of it as a detailed map showing where your venue stands in the grand scheme of the industry. But here's where it gets controversial... Is knowing too much data overwhelming? Or is ignorance truly bliss when it comes to understanding your business?
Second, and perhaps even more groundbreaking, ROLLER has integrated benchmark data directly into their AI assistant, ROLLER iQ. This means that ROLLER customers can now access instant, in-platform comparisons against industry benchmarks. Imagine seeing, in real-time, how your venue stacks up against similar attractions, all without leaving the ROLLER platform. This capability allows you to pinpoint strengths, weaknesses, and opportunities for improvement with unprecedented speed and accuracy.
According to Luke Finn, co-founder and CEO of ROLLER, operators are craving clarity and confidence in their performance. "Operators tell us they want clarity and confidence around how they're performing," says Finn. "With our 2026 Attractions Industry Benchmark Report, we're giving the entire attractions community access to valuable industry intelligence."
And for those already using ROLLER iQ, the experience is taken to the next level: "We're taking it further by delivering personalized, real-time benchmarks inside the platform so they can instantly see how their venue is tracking and get clear, data-driven actions to improve." (You can also explore ROLLER iQ further at https://blooloop.com/roller-iq/).
Accessible Intelligence: Benchmarking at Your Fingertips
The beauty of the new benchmarking feature within ROLLER iQ lies in its accessibility. Operators gain instant insight into their venue's performance compared to industry averages, all within the platform. No more sifting through lengthy reports or hiring expensive consultants.
Powered by anonymized and aggregated data from across the ROLLER ecosystem, this feature provides valuable benchmarks on critical metrics. This includes online booking conversions (are you losing customers during checkout?), return visits (are you fostering loyalty?), and spend per customer (are you maximizing revenue opportunities?). And this is the part most people miss... It's not just about knowing the numbers, it's about understanding what they mean and taking action accordingly.
Finn emphasizes that this isn't your typical static report: "We've taken benchmarking out of static reports and into the operator's hands," adds Finn. "ROLLER iQ now delivers intelligence that's alive, accessible, and directly tied to everyday performance."
The 2026 Attractions Industry Benchmark Report: A Deep Dive into Guest Experience
Complementing ROLLER iQ's dynamic capabilities, the 2026 Attractions Industry Benchmark Report is available to anyone who registers. This comprehensive report, compiled from hundreds of thousands of data points, outlines key trends shaping the modern guest experience. It's like having a crystal ball that reveals the future of the attractions industry.
Key Findings: Unveiling the Secrets to Success
The report highlights several key findings, each offering actionable insights for operators:
- Online Checkouts Drive Higher Spending: Online bookings account for 45% of revenue, even though they represent only 33% of total bookings. This suggests that streamlining the online checkout process can significantly boost revenue. Are you making it easy for customers to spend money online?
- Memberships Cultivate Loyalty: Members visit nearly five times more often (4.9 times annually) compared to non-members (1.3 visits). Memberships are clearly a powerful tool for fostering loyalty and repeat business. What strategies are you using to attract and retain members?
- Mobile Ordering Boosts Order Values: Mobile food and beverage orders are 3.3 times higher than those placed at traditional points of sale. Embracing mobile ordering can lead to significant increases in order value. Are you leveraging mobile technology to enhance the guest experience?
- Digital Payments Increase Transaction Values: Digital wallets like Google Pay and Apple Pay account for 23.8% of online transactions and typically involve transaction values that are 1.96 times higher than those made with physical cards. Offering convenient digital payment options can drive higher transaction values. Are you catering to the growing preference for digital payments?
These insights underscore the importance of embracing technology and focusing on the guest experience to drive revenue and build loyalty.
By combining in-platform benchmarking with comprehensive industry reporting, ROLLER is positioning itself as a leader in the advancement of intelligence within the attractions sector. Their goal is to make data accessible, actionable, and truly transformative for operators worldwide.
"The attractions industry is evolving fast, and intelligence is what will define the next era of growth," says Finn. "Our goal is to support the community through that shift, giving every operator, no matter their size, access to insights that help them reach their full potential."
The 2026 Attractions Industry Benchmark Report is available for download here.
ROLLER's Expansion: A Commitment to Joy
Earlier this year, ROLLER acquired UK-based BookNow Software (https://blooloop.com/technology/news/roller-acquires-booknow-software/), a CRM-native booking and operations platform. This acquisition underscores ROLLER's commitment to helping operators expand more quickly and deliver exceptional visitor experiences, ultimately making the planet a more joyful place. And now a comment hook... Is "making the planet a more joyful place" a realistic goal for a ticketing software company? Or is it just marketing fluff?
Now it's your turn! What do you think about the importance of benchmarking in the attractions industry? Are you already using data to inform your decisions? What are some of the biggest challenges you face in understanding your venue's performance? Share your thoughts and experiences in the comments below!
