Hospitality In Action: Reflecting on Our Three Pillars

What 452 Hospitality Means to Us 

Hospitality is not a transaction or a moment in isolation; it is the full experience a guest carries with them, from the first interaction to the lasting memory they take home. At SSA Group, we design and deliver hospitality experiences that are human-centered, mission-aligned, and built to create lasting impact for our partners, their guests, and the communities they serve. 

We call this approach 452 Hospitality. It is powered by innovation, strengthened through relationships, and sustained by operational intelligence. It guides how we show up every day and how we measure success, not just in revenue, but in trust, connection, and moments of hospitality that leave a lasting impact.

2025 moved fast. Cultural attractions faced declining attendance patterns, unpredictable economics, and increasingly elevated guest expectations. Through it all, our teams showed up in the only way we know how, with curiosity, creativity, and care, and the relentless spirit that defines 452 Hospitality and the SSA DNA. 

As we look back on 2025, one thing is clear: the work we delivered was powered by our three pillars, which kept us aligned, focused, and moving forward together to deliver special moments of hospitality with lasting impact. 

Innovation in Action 
Designing Hospitality Experiences That Evolve with our Guests 

Innovation isn’t just what we do, it's who we are. Curiosity fuels SSA’s award-winning store designs, inspired culinary program, ticketing solutions, and revenue strategies, all grounded in our commitment to sustainable operations and hospitality-forward solutions. This year, that mindset showed up everywhere across our 452 Hospitality ecosystem.

We advanced our AI capabilities from concept to real-world practice. SCOUT moved from an internal idea to a functional tool, helping teams streamline guest experience audits. We previewed the beta version of SCOUT at the AZA Annual Conference, where it was recognized by Blooloop as an emerging example of practical AI created specifically for cultural attractions. 

Investing in and deploying digital tools in collaboration with our preferred technology partner, Cinchio Solutions, continued to reshape the hospitality experience journey, creating frictionless experiences for visitors and allowing us to engage with guests in more meaningful ways, while driving significant revenue increases. The launch of Apex mobile pickup lockers has provided visitors with more flexibility and speed at the Pittsburgh Zoo & Aquarium and The Florida Aquarium, simplifying the order flow and reducing guest wait times. 

Innovation grew beyond our technology and digital solutions in 2025. Our culinary teams continued to push boundaries with creative menus, seasonal and local vendor partnerships, and chef-driven inspiration. One standout example was our collaboration with TCHO Chocolate, resulting in the development of the Dark and Zesty specialty bar in support of The Florida Aquarium. It’s the kind of partnership that reflects our commitment to designing both culinary and retail products with purpose, where ethical sourcing, craft, and mission-forward storytelling come together to create something unforgettable for guests. We push boundaries, stay curious, and innovate with the purpose of bringing new ideas to life in ways that strengthen our partnerships and elevate the hospitality experience. 

Operational Intelligence 
Turning Data and Technology into Better Hospitality 

We craft more than admissions, food, and retail experiences. We bring to life a suite of core services, innovations, resources, and human connections designed to drive revenue and elevate moments across every step of the hospitality experience journey.

This year, Operational Intelligence was central to every aspect of our work. Admissions teams implemented the first online digital ticketing system at the Honolulu Zoo, reimagined the queue process, and reduced wait times, allowing guests to spend more time engaging and exploring. Culinary operations enhanced sourcing and refined menu strategies, while our Catering team executed a full transition to Tripleseat (HHH) across all locations, resulting in more streamlined communication, collections, and record-keeping. Retail teams introduced smart systems, including self-checkout, which made transactions faster, more seamless, and revenue-boosting. They also launched hospitality zones with thoughtfully curated product collections that reinforced hospitality, trust, and invited genuine guest engagement with our staff. 

This year, we deployed Power BI across our operations to bring real-time visibility to trends, performance, and guest behavior. With intuitive dashboards available at every level of the organization, data has become a daily tool – clear, actionable, and ready to guide smarter decisions. By elevating access to insights, our teams can move faster, respond with confidence, and identify opportunities that strengthen efficiency, experience, and revenue. 

Sustainability remained a key focus in 2025. One of the year’s most meaningful examples came at the AZA Icebreaker, where SSA and The Florida Aquarium achieved an incredible 96% waste diversion, transforming a major industry event into a model of sustainable hospitality. Through intentional menu design, careful vendor selection, strategic waste sorting, and deep alignment among teams, we demonstrated that operational intelligence and environmental responsibility can work in harmony. 

Through it all, we combined thoughtful processes, cutting-edge technology, and data-driven insights with the power of personal connection. From daily staffing decisions to menu planning to real-time guest feedback, data helped our teams identify friction, adjust quickly, and deliver consistently exceptional experiences. 

Across the attractions landscape, visitors continued to demand more meaning, convenience, and value — trends echoed in 2025 research, which shows that families are increasingly selective and experience-driven. 

Our daily focus is on small, consistent improvements that drive lasting impact. These details add up, increasing our Operational IQ and strengthening our ability to support our partners’ missions. 

Strength in Relationships 
Hospitality Built on Trust, Belonging, and Partnership 

For us, it is personal. 
Every interaction is an opportunity to: 
Listen carefully. 
Respond effectively. 
Connect and collaborate.
 
2025 reaffirmed why relationships are our heartbeat. Across the country, cultural attractions are seeing a shift in guest expectations. Visitors are not just looking for content or convenience. They are looking for care, connection, and a sense of belonging. A recent study found that many guests define their ideal cultural experience not by what they see, but by how they feel. Welcomed. Valued. Connected.

We saw this play out firsthand. From thoughtful daily interactions to creative guest engagement programs, such as the growing pin trading community at the Cincinnati Zoo. What began as a simple idea grew into shared stories, smiles, and memorable moments between staff and guests. Programs like this remind us that hospitality is more than just a transaction. It is emotional. It is relational. It is belonging.

That same mindset guided our Retail teams as they launched four distinct Hospitality Zones across our stores. Welcome. Youth. Adult. Ambassador. These zones help our teams anticipate needs, create clarity in the guest journey, engage more meaningfully, and adapt with confidence. The result is an experience that feels intentional, warm, and truly centered on the guest.
 
We build and foster strong, dynamic teams where community and belonging thrive. We celebrate our guests and our partners, and we know that small gestures can spark lasting impressions. We lead with authenticity and transparency because every interaction, whether big or small, contributes to building trust, loyalty, and long-term relationships.
 
The relationships we nurture today will shape the next decade of our impact.