Picture this: a guest is thrilled to visit your venue. They’ve chosen the perfect experience, filled their online cart with add-ons, and are moments away from checkout. But then frustration hits. The payment method they were planning on using isn’t available. The booking is abandoned, and with it, the opportunity to turn a one-time visitor into a loyal customer. Payment systems are no longer just about processing transactions—they’re vital touchpoints that shape the guest experience and drive revenue.
If you’re looking to elevate operations and stay ahead of guest expectations, ROLLER’s 2025 Attractions Industry Benchmark Report reveals unmissable payment trends that will provide plenty of food for thought. Join us as we explore key trends from the report and uncover tips and tricks that will help you and your venue stay ahead.
The rise of digital wallets
If you’ve ever tapped your phone to pay for coffee, you’ve experienced the convenience of a digital wallet. This ease of use is why digital wallets are reshaping the way guests interact with attractions. According to the 2025 Attractions Industry Benchmark Report, digital wallet usage grew by 5% year-on-year (YoY), and digital transactions made up 10.6% of total sales. More importantly, guests using digital wallets spend 43.5% more per transaction than those using traditional methods like credit cards.
This shift is not just about convenience—it’s about trust. Digital wallets provide a seamless, secure way for guests to pay, making them more likely to complete their bookings and spend more in the process.
Why offering digital wallet payments matters for your venue
Imagine your venue’s revenue if more transactions included that 43.5% boost. By prioritizing digital wallet integrations, you’re not just meeting guest expectations; you’re also unlocking higher spending potential and fueling business growth.
Offering diverse payment options enhances guest inclusivity
Guest preferences vary widely, and ROLLER’s payment data highlights this diversity. While credit cards remain prevalent, modern payment choices like Buy Now Pay Later (BNPL) continue to grow and bring in higher total order values ($127.2 on average). Offering flexible payment methods ensures that you can accommodate your guests no matter how they prefer to pay. A limited payment system risks alienating guests and driving them to competitors.
The lesson on flexible payments for operators
Flexibility in payments isn’t just about convenience; it’s about inclusivity. By enabling diverse payment options, you’re opening up your business to a wider audience and potentially benefiting from higher cart values as well!
The value of seamless transactions
Failed payments aren’t just an inconvenience—they’re missed opportunities. The report highlights a 0.27% year-over-year improvement in authorization rates, with rates reaching as high as 95.9% in the EMEA region. While this may seem small, smoother payment processing means fewer declined or failed transactions and a better guest experience. This stat goes beyond cards declining at the POS; it also indicates fewer failures in scheduled payments like membership fees. With recurring revenue being a significant growth driver, having robust systems in place to minimize these losses is essential!
Look at failed transactions as a call to action
Take this as your cue to audit your payment gateway. Is it fast, reliable, and capable of handling peak transaction volumes? If not, upgrading it could be the single most impactful change for your venue’s growth.
Who is paying for the cost of convenience?
Few topics divide operators more than service fees. According to the 2025 Attractions Industry Benchmark Report, only 10.9% of venues pass credit card fees onto guests. While this can offset operational costs, it also risks creating friction with your visitors. In regions like EMEA—where surcharging is heavily regulated—only 0.5% of venues adopt the practice. In contrast, 28.4% of APAC venues pass on these fees, reflecting a more tolerant market.
How to make a surcharge decision
Operators should balance revenue needs with guest satisfaction. Transparent communication about fees—or bundling them into ticket prices—can help mitigate negative perceptions. Also, be sure to check your local regulations. Depending on where you’re based, surcharging may be regulated, if not entirely out of the question!
A cashless future could be coming
The cashless movement is gaining momentum. For many venues, the benefits are clear: reduced theft risk, streamlined operations, and lower administrative costs. Yet, barriers remain. Some guests, particularly in older demographics, still prefer cash, and shifting entirely cashless may alienate this segment.
As part of the 2025 Attractions Industry Benchmark Report, we asked operators from the ROLLER community to share their thoughts on a cashless future. The responses varied but painted a picture of the concerns and benefits of cashless operations.
Hallie Hardin Lee, Marketing Coordinator at Murfreesboro Escape Rooms, explained, “We did try going cashless for about 18 months, but we get a lot of business from older folks bringing along their grandkids, and in our experience, that generation is more likely to not purchase if we can't accept cash.”
“We have always been cashless. For a number of reasons. It removes the risk of cash, removes the cost of counting cash, is easier to deal with for the reception staff, and is easier to track,” said an operator from the UK who chose to remain anonymous.
The way forward for cashless payments
Consider starting with a hybrid system that introduces cashless options while maintaining traditional methods. Educate guests about the benefits of going cashless, such as faster service, to encourage adoption over time.
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.
