Are you selling tickets to your attraction online? And if you are, how well are you doing it? A well-optimized online checkout can transform the way an attraction venue operates, offering higher revenue potential and improved guest experiences. If you’re asking yourself, “How do they know this?” The answer is we have data to back it up! We recently launched ROLLER’s 2025 Attractions Industry Benchmark Report, which is backed by hundreds of thousands of data points and covers everything from online bookings and guest spending behavior to revenue growth opportunities and technology trends.
In this article, we’ll be deep-diving into the online checkout takeaways from the report. Let’s look at how the data can help you increase online conversions in 2025!
Mobile dominates online bookings
Mobile devices now account for 83.3% of all online bookings, a significant year-over-year increase. Guests increasingly prefer the convenience of booking on their phones, whether it’s during a quick break or late at night. Optimizing your online checkout for mobile is no longer optional—it’s essential.
Actionable insight: Ensure your booking platform is mobile-friendly, with a seamless and intuitive design to reduce friction during checkout.
Online orders drive higher revenue per transaction
Online order values are a whopping 3x higher than point-of-sale (POS) transactions, which in large part is due to the exceptional value online party bookings can provide. Even when we exclude party bookings, online bookings are 2.6x larger. This suggests that online checkouts not only bring convenience but also encourage guests to spend more.
Actionable insight: Introduce upsell opportunities, such as premium experiences or bundled offers, directly within your online checkout flow.
Late-night bookings are on the rise
More than 36-43% (depending on whether we include parties or not) of online bookings occur after 5pm, with a notable chunk occurring during late-night hours. This trend emphasizes the importance of a 24/7 booking system that captures potential sales while your venue is closed.
Actionable insight: Use a platform that includes automated email or SMS confirmations to reassure guests who book outside of business hours.
Conversion rates are improving
The average online conversion rate has increased by 1.9% year-over-year, demonstrating that guests are finding it easier to complete their bookings online. However, there’s always room for improvement by refining the user experience.
Actionable insight: Regularly audit your checkout process to ensure it remains fast, simple, and free of unnecessary steps.
Memberships and repeat visits
Membership purchases have grown by 14.5% year-over-year, reflecting guests’ willingness to commit to recurring visits. Additionally, members visit venues 261.5% more often than non-members, making this a lucrative revenue channel.
Actionable insight: Highlight membership benefits prominently on your online platform to ensure you’re not missing out on interest, and consider adding discounts for online membership purchases to further boost conversions!
Ready for the full 2025 Attractions Industry Benchmark Report?
The 2025 Attractions Industry Benchmark Report makes it clear: online checkouts are no longer just a convenience—they’re a powerful driver of revenue and efficiency. By focusing on mobile optimization, simplifying the booking process, and offering multiple product types, your venue can capture more bookings, increase guest satisfaction, and unlock higher revenue potential.
If you want to learn more, the full 2025 Attractions Industry Benchmark Report is packed with even more valuable insights. It includes region and industry-specific data, expert tips for implementing insights, and anonymized quotes from industry leaders.
Download your copy of the 2025 Attractions Industry Benchmark Report today.
