What can 25,228 guest reviews tell us about the attraction experience?
They can tell us where expectations are changing, where friction is getting in the way, and which parts of the visit may deserve a closer look.
For SSA Group’s 2026 Attractions Trends Report, we analyzed 25,228 written guest reviews from January through June 2026 through our partnership with Tatvam. Paired with industry research, the findings reveal eight trends shaping the guest experience across zoos, aquariums, museums, and cultural attractions.
What Are Guests Telling Attraction Leaders?
The findings point to opportunities across the entire guest experience. Guest complaints show how friction around arrival, wait times, cleanliness, and accessibility can build across a visit, while other trends point to changing expectations around food and beverage, immersive technology, and the role membership plays in creating a sense of belonging.
Together, the eight trends offer a broader look at what guests increasingly expect from attractions—and where leaders may have opportunities to respond.
Friction Rarely Happens in Isolation
One of the clearest findings is that guests don’t necessarily experience a frustrating wait, confusing arrival, unexpected cost, or service issue as separate problems. Those moments can build on one another and shape how they feel about the entire visit.
In fact, reviews mentioning operational friction averaged 3.99 stars, compared with 4.55 when no friction was mentioned.
For attraction leaders, understanding those connections can help reveal where friction is happening, where expectations may not be lining up with the experience, and where meaningful changes can have an impact across the guest journey.
Download SSA Group’s 2026 Attractions Trends Report to explore the data, eight guest experience trends, and practical recommendations to help turn guest insights into meaningful action.
