Whether you’re running a theme park, trampoline park, zoo, family entertainment center (FEC), or museum, guest experience is the heart of your success. Delivering a memorable visit isn’t just about dazzling attractions and spotless facilities. It’s about truly understanding what your guests think and feel. But how do you know if you’re on the right path to growth? Guest feedback surveys are a tool that provides operators with a direct line to their visitors’ experiences, helping identify what’s working, what’s not, and what could be better.
In this article, we’ll take you through the ins and outs of guest feedback surveys and how you can use them to give your business a boost.
Why guest feedback surveys matter for attractions
Guest feedback surveys could be the missing ingredient to your winning strategy. By actively listening to visitors, operators can uncover insights that wouldn’t be visible through observation or financial data alone. A great ride or exhibit may attract attention, but it’s thoughtful attention to feedback that keeps people coming back.
Why guest feedback is your most valuable currency
Feedback goes beyond data. It’s actionable guidance. It tells you how guests felt about their time at your venue, what delighted them, what frustrated them, and what they wish had been different. It gives shape to vague notions like “guest satisfaction” and lets you act with precision.
Consider the difference between suspecting that food service is slow and knowing that 32% of guests left a negative comment about food wait times over the past two weekends. That’s the power of actionable feedback.
The key benefits of guest feedback surveys include:
- Guest feedback reveals issues and opportunities you might otherwise miss.
- Surveys provide structured, scalable insights for continuous improvement.
- Acting on feedback shows guests you value their experience, and earns trust.
Types of guest feedback surveys for attractions
Post-visit surveys: The full journey perspective
These surveys are usually delivered by email or SMS after a guest’s visit. They help you understand how people felt about their overall experience, from the ease of buying a ticket online to the cleanliness of restrooms and the friendliness of staff. They’re essential for tracking general satisfaction over time and identifying whether expectations were met or not.
On-site surveys: Capturing feedback in the moment
By placing QR codes or kiosks in strategic areas (e.g., food courts, ride exits, gift shops), venues can gather real-time impressions. For instance, if several guests complete a brief survey at the exit of a laser tag arena and mention confusion around the rules, you can clarify signage or offer brief pre-game instructions immediately.
Event and attraction-specific surveys: Testing new ideas
When launching something new, like a holiday event, weekend concert, or interactive animal encounter, it’s a smart move to collect targeted feedback. These surveys help assess what’s resonating and what might need refining before a broader rollout.
Employee feedback surveys: Improving service from the inside
Your team is instrumental in shaping the guest experience. By asking employees about training, morale, and the challenges they encounter daily, you can uncover internal issues that ripple into the guest journey. A better-supported team is more likely to provide memorable service.
NPS surveys: Measuring word-of-mouth potential
The Net Promoter Score (NPS) survey asks: How likely are you to recommend us to a friend or family member? This simple question, usually scored from 0–10, is a strong indicator of loyalty. Guests who score 9 or 10 are likely promoters who help fuel organic growth through recommendations.
How to create effective guest feedback surveys
When it comes to creating your guest feedback survey, here are some important considerations to keep in mind:
Keep questions simple and focused: Each question should be easy to understand and answer. Avoid double-barreled questions like “How was your check-in and food service?” which may confuse respondents. Ask one question at a time so feedback is clear and actionable.
Mix multiple-choice and open-ended questions: Multiple-choice questions are great for collecting standardized data, but open-ended prompts like “What could we have done better?” often reveal the most compelling insights. Guests may point out small things, like a lack of stroller parking or long lines for lockers, that make a big difference.
Design with mobile in mind: Since many guests will complete surveys on their phones, mobile-friendly design is a must. Avoid long scrolling, use touch-friendly buttons, and minimize the number of required fields. Mobile optimization helps reduce drop-off rates.
Keep it brief and respectful of time: A well-crafted survey shouldn’t take more than 3–5 minutes to complete. Stick to 5–8 core questions and offer optional comments at the end. Longer surveys risk losing guests before completion.
Use incentives strategically: Encouraging participation with a small reward can boost response rates. A future discount, a chance to win a prize, or bonus loyalty points are all popular options. However, be careful that the incentive doesn’t bias the responses.
Which guest survey tool is right for you?
General survey tools: Flexible but limited
Platforms like Google Forms, Typeform, and SurveyMonkey are great starting points. They offer customizable templates and ease of use, but they may lack the integrations that larger or more complex attractions require. It’s harder to connect these tools to your CRM, POS system, or guest communication flows. They also aren’t built out of the box for your needs, so you may need some customization.
Attraction-specific platforms: Designed for your industry
A tool like ROLLER offers built-in guest feedback features tailored to the needs of venues. Our guest survey and feedback software enables automated post-visit survey distribution, mobile-optimized design, and real-time analytics. Best of all, it links responses directly to guest records, making personalized follow-up and staff coaching much easier.
Another benefit of a platform like ROLLER is that it’s an all-in-one platform, meaning you get guest feedback surveys, POS, online ticketing, memberships, party bookings, analytics, and much more, all from the one provider.
Analyzing and acting on guest feedback
So, now you’ve collected your guest feedback, how do you go about actioning it? Following these steps should get you and your survey data on the right track.
Look for trends, not one-off comments: One negative comment doesn’t equal a crisis, but repeated complaints about slow service or broken equipment might. Use dashboards or spreadsheets to group comments by topic and frequency, helping you spot what’s most urgent or impactful.
Prioritize fixes with high visibility: Focus first on changes that affect the largest number of guests or touch key aspects of the experience. For example, adding clear wayfinding signage throughout your venue might solve confusion for hundreds of guests a day, while also improving accessibility.
Connect data to decisions: Use survey results to guide operational changes, marketing messages, and staff training. If guests frequently mention how enjoyable the staff made their day, share that feedback during team meetings and use it to model behavior for new hires.
Close the loop with your guests: Let guests know their feedback mattered. This can be as simple as a thank-you message or as robust as a blog or email highlighting new improvements made “because you asked.” This builds credibility and invites more feedback in the future.
Guest feedback survey scenarios: How you can drive real change
These hypothetical scenarios have been created to show you the real-world impact that a guest feedback survey can have.
Scenario 1: Streamlining the entry process
Imagine a trampoline park receives repeated feedback about long check-in times. Survey data shows that delays are primarily due to manual waiver signing. The venue implements digital waivers and adds more kiosks, dramatically speeding up the process and improving the first impression for families.
Scenario 2: Enhancing birthday party experiences
An FEC notices that birthday party hosts are often neutral in their feedback. When asked open-endedly, they mention limited food options and unclear instructions for parents. The center responds by adding catering upgrades and providing a digital party guide, leading to higher satisfaction and more referrals.
Scenario 3: Improving wayfinding and accessibility
A zoo collects comments about confusion during evening events. Guests mention that pathways are dimly lit and signage is unclear. The team adds decorative lighting and installs new directional signs, creating a safer, more enjoyable experience.
Final thoughts: Turning feedback into a competitive advantage
At the end of the day, the best way to improve your venue is to listen to the people who matter most – your guests. Guest feedback surveys offer a steady stream of insight that helps you evolve, respond, and grow. Whether you’re refining your party offerings, solving operational challenges, or planning your next big event, let your guests guide the way.
Explore how ROLLER’s guest feedback tools can help your venue turn surveys into smart action: Visit our guest experience page to learn more.
Frequently asked questions
What are guest feedback surveys, and why do attractions need them?
Guest feedback surveys are tools that help venues gather structured input from visitors. Attractions use them to identify pain points, improve operations, and ensure a better overall experience.
How do attractions collect guest feedback?
Feedback is typically collected via post-visit emails, on-site QR codes, mobile apps, kiosks, or integrated platforms like ROLLER that automate the process.
What are the best survey tools for amusement parks?
ROLLER is a strong option for venues due to its automation, powerful features, and CRM integration.
How can surveys help improve the guest experience at attractions?
Surveys uncover issues that may not be visible otherwise. By acting on feedback, venues can address frustrations, improve satisfaction, and encourage repeat visits.
What are some best practices for guest surveys?
Surveys should be short, mobile-optimized, and combine multiple-choice and open-ended questions. Offering a small incentive can also improve participation rates.
