Do You Personalize Visitor Experiences at Your Attraction?

Why it matters

Visitors are not all the same. A family with young children, a couple on a short city break and a school group want very different things from the same museum, zoo or tour. When everyone gets the same map, the same route and the same message, some visitors leave feeling the place was not really for them. Small changes based on who they are can make the visit more relaxed and more memorable.

People now expect this. McKinsey’s Next in Personalization 2021 report found that 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this does not happen. There is also a business reason. Twilio’s State of Customer Engagement Report 2024, covering 6,300 consumers in 18 countries, found that consumers spend on average 54% more with brands that personalize experiences. For attractions, a better fit can mean more time on site, more add-ons and more recommendations.

How to check where you stand

• Do you ask visitors anything about themselves when they book, such as group type or main interest?
• Do you offer different routes, trails or tours for families, adults and specialists?
• Do you send a pre-visit message with tips that match the visitor’s booking?
• Do staff greet tour groups or booked visitors by name where possible?
• Do you follow up after the visit with suggestions that fit what the visitor did?

How to improve step by step

1. Ask one simple question at booking. For example: “Who are you visiting with?” with options like family with children, couple, friends or school group. Keep it optional and quick, and follow data protection rules.
2. Create a few visit types. Design two or three suggested routes, such as a family trail, a one-hour highlights route and an in-depth route. Show them on your website, map and signs.
3. Send a matching pre-visit message. Use the booking answer to send useful tips: where to find the baby changing room and picnic area for families, or the best quiet hour and guided tour for adults.
4. Prepare staff to read the room. Train staff to notice who is in front of them and suggest the best next step. A short greeting like “first time here?” opens the door to a helpful tip.
5. Use names where it feels natural. For booked tours, workshops and special experiences, greet visitors by name. It is a small detail that makes people feel expected.
6. Offer choices on the day. Let visitors pick a theme trail, an audio guide in their language or an extra activity. Choice itself makes the visit feel more personal.
7. Follow up with relevant ideas. After the visit, send a short thank-you and suggest one thing that fits them, such as a family event, a members offer or a related tour.

How AI assistants see this

ChatGPT, Google AI Overviews, Gemini, Perplexity and similar tools increasingly answer very specific questions, like “a museum in Lisbon that is good for a five-year-old” or “a quiet attraction for an older couple”. If your website clearly explains your different routes, family facilities, accessibility options and visit lengths, these tools can match you to these personal requests. Reviews where visitors say “perfect for our kids” or “great for history lovers” also help. The clearer you are about who each experience is for, the easier it is for AI tools to recommend you to the right person.

Common mistakes to avoid

• Asking visitors many personal questions at booking, which slows the process and puts people off.
• Collecting information about visitors and then sending everyone the same generic email.
• Treating personalization as a technology project instead of a mix of simple questions, good routes and trained staff.

Key takeaways

• Different visitors want different things, and small adjustments make each visit feel planned for them.
• One question at booking can power better routes, messages and follow-ups.
• Clear routes and options for families, adults and specialists help visitors choose what suits them.
• Explaining who each experience is for helps AI tools recommend you for personal requests.

Frequently asked questions

Does personalization require expensive software?

No. Many ticketing systems already let you add a booking question and send automatic emails. You can start with one question, two or three routes and well-trained staff.

What information should an attraction ask visitors for?

Ask only what you will actually use, such as group type, language or main interest. Make questions optional, explain why you ask and store the data safely, in line with GDPR.

Can walk-in visitors get a personalized experience too?

Yes. Staff can ask a quick question at the entrance and suggest the best route. Clear signs for family trails, short visits and guided tours also let walk-in visitors choose their own path.

Sources

1. McKinsey & Company, Next in Personalization 2021 Report: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
2. Twilio, State of Customer Engagement Report 2024: https://www.twilio.com/en-us/press/releases/socer-2024