Parties are more than just celebrations, they’re also a powerful revenue driver and guest retention tool for your venue. Whether it’s birthday celebrations, corporate events, or special gatherings, these bookings bring in higher spending guests and more repeat visits, making them a key growth opportunity for attractions.
Data from ROLLER’s 2025 Attractions Industry Benchmark Report reveals that while party bookings have seen some shifts due to a slower economy, they remain one of the most lucrative revenue streams for venues. Understanding the latest trends in booking habits, spending behavior, and guest loyalty can help you refine your strategy and maximize profitability.
In this article, we’ll break down the insights and explore how you can optimize your party bookings to drive revenue, boost guest retention, and keep bookings strong year-round.
Party guests are more likely to return
If you’re wondering whether party bookings are worth the effort, the numbers speak for themselves: nearly half of all party guests come back for another visit. In fact, 46.1% of guests who attend a party return to the venue, which is almost twice the return rate of non-party guests.
- In the Americas (AMER), 46.7% of party guests return, compared to just 21.8% of non-party guests.
- In Europe, the Middle East & Africa (EMEA), the return rate is even higher at 47.9%.
- The Asia-Pacific (APAC) region sees 36.7% of party guests coming back, which is still more than double the non-party rate.
These numbers make it clear: parties don’t just bring in revenue upfront – they help build long-term guest loyalty. The key is turning those one-time party attendees into repeat visitors. Whether it’s through follow-up emails, exclusive discounts, or special membership offers, keeping party guests engaged after their visit is a simple way to increase return rates and drive steady business.
Party guests spend more
Parties not only help fill your venue, but they also attract larger groups and drive higher spending per guest. On average, party bookings include 12.6 guests per event, and partygoers tend to spend more per person than regular visitors.
In the Americas, for example, party guests spend around $20 per visit, while non-party guests spend just $13.90. That’s almost a 44% increase per guest, which really adds up over time.
With party guests already spending more, there’s a great opportunity to increase revenue even further by bundling extras like food, drinks, and premium experiences. Offering all-inclusive packages or easy add-ons at checkout can make the booking process smoother while also boosting your bottom line.
Understanding seasonal booking trends
The data also reveals clear seasonal trends in party bookings, with certain months consistently outperforming others. Here’s a look at peak months across different regions:
- In AMER and EMEA, September, October, November, and January are the busiest months for party sales.
- In the APAC region, the strongest months for party bookings are May, July, August, and October.
Party bookings have declined, but revenue is holding steady
Like many areas of the industry, party bookings experienced a small dip in 2024, with an overall 3.1% decline from the previous year. This dip was in line with the year’s global economic conditions. But the impact wasn’t the same everywhere:
- APAC saw the biggest drop at 12.7%.
- AMER experienced a 3.8% decline.
- EMEA had the smallest decrease at 2.0%.
While fewer parties were booked overall, party revenue only dropped by 1.1%. This indicates that guests are spending more per party, likely due to upsells and premium package offerings that help venues maintain steady earnings despite fewer bookings.
How different venues are seeing varying party booking trends
Not all venues were impacted by the decline in party bookings. Water parks saw a major win, with party bookings up 28.7% and revenue soaring by 208.2%. This suggests that the demand for outdoor attractions remains strong.
If your venue has seen a drop in party bookings, now is the time to fine-tune your strategy. Whether that means adjusting your marketing approach, running seasonal promotions, or offering bundled packages, small changes can help attract more bookings and keep revenue strong.
How to optimize your party booking strategy
Now that we’ve covered the key data points, let’s look at how you can put these insights into action. Here are some practical strategies to help you maximize party revenue and guest retention.
1. Use the 2-4 week lead time to market smarter
Most parties are booked 2-4 weeks in advance, which gives venues a valuable window to engage potential customers. This is the perfect time to promote special offers and upsell premium packages to ensure your venue stays top-of-mind for those planning an event.
To make the most of this lead time, consider these marketing strategies:
- Run email and social media campaigns that highlight early party booking perks, such as discounted rates or bonus add-ons.
- Use targeted ads aimed at parents, schools, and organizations to reach the right audience.
- Offer limited-time extras such as free décor upgrades or bonus activities to create a sense of urgency and encourage party bookings.
2. Offer upsells and bundle packages to increase spending
Since party guests already spend more per visit than regular guests, venues can increase their revenue by making it easy to upgrade party packages. By bundling popular services together, you provide convenience while also encouraging guests to spend more.
Here are a few ways to make upselling seamless and attractive:
- Bundle food and beverage options so guests don’t just book the basics, they book an all-in-one experience.
- Offer VIP packages that include reserved seating, exclusive activities, or personalized party elements.
- Make add-ons simple at checkout, such as party favors, extended playtime, or premium decorations.
3. Convert party guests into regulars with memberships
A guest’s first visit to your venue shouldn’t be their last, especially if they had a great time at a party. Since party guests return at higher rates, this is a prime opportunity to introduce them to your membership program and turn them into loyal customers.
To encourage party guests to come back as members, try these strategies:
- Promote memberships during the booking process, offering exclusive discounts for party hosts or guests.
- Send a follow-up email after the party with a limited-time membership offer to keep the excitement going.
- Position party experiences as a "trial run", highlighting that members enjoy perks like discounted bookings and exclusive events.
4. Make booking easy with a simple, mobile-friendly checkout
A complicated booking process can cause frustration and lost sales. Parents and event planners are often busy, so a smooth and intuitive online booking experience can make all the difference.
To simplify the booking process and reduce friction, focus on these improvements:
- Ensure your booking system is mobile-friendly, since most reservations are made on smartphones.
- Reduce friction at checkout by eliminating unnecessary steps and requiring only essential information.
- Offer flexible payment options, such as deposits, installment plans, or pay-later options to accommodate different budgets.
By fine-tuning your party strategy, leveraging data insights, and optimizing your booking process, your venue can increase revenue, drive repeat visits, and strengthen customer loyalty, making parties an even more valuable part of your business.
Ready for the full 2025 Attractions Industry Benchmark Report?
The full 2025 Attractions Industry Benchmark Report offers even more valuable insights into areas such as online conversions, popular purchases, and features that guests love. It also includes region and industry-specific data, expert tips for implementing insights, and anonymized quotes from industry leaders.
