This educational post is provided by Brett Sheridan at ROLLER.
Every time I connect with FEC operators at events like Amusement 360, one theme always stands out: how much the industry continues to evolve. Guest expectations shift fast, and operators are constantly working to figure out which trends will stick and what guests will want next.
The 2026 Attractions Industry Benchmark Report helps answer that. Drawing on hundreds of thousands of data points from venues worldwide, it highlights how guests are spending, booking, and returning, and what that means for your business in the year ahead.
Here are a four takeaways from this year’s findings.
1. Online Bookings Are Driving More Revenue
In the last year, online checkouts accounted for 45% of total revenue, even though they represented only one-third of all bookings. Guests are booking online and spending more when they do. This shift underscores the importance of a smooth, mobile-friendly digital experience. Operators who make it easy to book anytime, on any device, are meeting guests where they are and capturing higher-value sales in the process.
2. Mobile Is Now The Dominant Channel
Mobile devices account for 84% of all online bookings, confirming what most operators already sense: guests want to plan their experiences from the phone in their pocket. Optimizing websites, checkouts, and marketing campaigns for mobile is now essential, not optional.
3. Digital Payments Continue to Grow And Lift Basket Size
Across the industry, digital wallets such as Apple Pay and Google Pay made up nearly a quarter of online transactions. These payments don’t just add convenience for guests, they’re also linked to the highest average transaction values. Offering fast, flexible payment options is becoming a clear differentiator for venues aiming to boost conversion and guest satisfaction.
4. Parties And Group Experiences Remain A Powerhouse
Even as overall booking volumes fluctuated, parties proved their staying power. Revenue held steady thanks to higher spend per guest, and venues offering party packages saw 41% repeat visits, compared with 26% at those that don’t offer parties. Well-run parties create memories that bring guests back, making them one of the most consistent ways to build loyalty and positive word-of-mouth growth.
The message from the data is clear: guests want convenience, flexibility, and memorable experiences delivered in ways that fit their lives. For operators, that means continuing to invest in systems, processes, and guest experiences that reduce friction and reward engagement.