New survey predicts post-COVID booking trends for museums and attractions – American Alliance of Museums


This article is an infomercial written by a company serving the museum industry. The views, opinions and positions expressed by the authors and those providing comments are their own and do not necessarily reflect the views, opinions or positions of AAM or its employees.


How has COVID-19 affected booking trends for museums and attractions? This is the question that is at the forefront of the collective mind of the tourism industry as venues around the world begin to reopen and travel restrictions begin to lift.

In March 2021, Tiqets conducted a survey of more than seven thousand participants in France, Italy, the Netherlands, Spain, the United Kingdom and the United States on their tourist choices after COVID. The results showed a willingness to return to museums and attractions, and some interesting insights into how booking habits might change.

Top 5 takeaways from Tiqets’ new survey

1. Almost 70% of consumers plan to visit museums and attractions within the first month of reopening.

The vast majority of consumers have expressed great enthusiasm for returning to museums and attractions. In fact, just over a third of respondents said they plan to visit museums and attractions in the first week of reopening, and just 7% said they plan to visit in the first. year of reopening.

In the United States, where some states are more advanced in their reopening, this enthusiasm for a return to tourism has turned into action. “Almost 60% of U.S. respondents to our survey plan to visit museums and attractions within the first month after reopening – and in states that have already reopened, we’ve seen that demand turn into tours for museums and the attractions we work with, ”said Daniel Hackett, regional director for the United States.

How to follow the trend: Make sure you take full advantage of this excitement and target local visitors before you attract international tourists. With travel restrictions still in place and a general distrust of crafting ambitious travel plans, local visitors should be your number one target market.

2. Over 70% plan to book their visits to museums and attractions online.

Half of survey respondents said they usually book tickets for museums and attractions through the venue’s website, and 24% said they usually book through third-party websites.

This trend is likely to continue, especially when you factor in the growing preference for cancelable bookings. Simply put: more and more people are looking for things to do online and book them when they find them.

How to follow the trend: If you do not yet have an online reservation available on your website, it may be time to seek a booking engine. If you’ve already enabled online booking on your site, make sure you’re partnered with the right OTAs, like Tiqets, to broaden your reach.

3. Free cancellation is the most important booking consideration for 46 percent of consumers.

Regarding booking considerations: 46% of respondents were more concerned about being able to cancel reservations for free, 16% said they would be more concerned about checking what was open in the destination than ‘they were planning to visit and 12% are concerned about capacity limits and the ability to book tickets in advance.

Tiqets Regional Director Paolo Fatone pointed out that while many people are keen to travel and resume tourism, they tend to be more cautious. Citing the results of Tiqets’ Italian consumer survey, he said that “the important things for Italians will be flexibility (free cancellation policies), responsible tourism (avoid overcrowded places) and safety (respect covid security protocols). “

How to follow the trend: It is clear that features like flexible booking and on-site security measures will remain important to consumers. Make sure you’re prepared to responsibly reopen with this checklist.

4. Historic sites are going to have a great summer.

When asked which places they were most excited to visit after COVID, 30% of consumers cited historic sites as their top choice, 25% said museums and galleries, 18% said attractions in nature, 14% declared theme parks, 10% declared tourist activities. , and 2 percent said attractions like observation decks and stadiums.

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5. Indoor sites will be just as popular as outdoor sites – for most people.

While 66% of respondents said they plan to visit indoor and outdoor sites when they reopen, it seems consumers aren’t put off by the indoor and outdoor concerns of the COVID era, which is great. new for museums and indoor attractions.

“We all know that indoor museums and galleries have been hit hard over the past twelve months, with consumers favoring the outdoors, so it is encouraging to see that over 60% of UK respondents are comfortable to visit indoor and outdoor venues when they reopen, ”said Alexis Peppis, Tiqets UK Regional Director.

How to follow the trend: If your room is indoors, make it more appealing to those wary of the interior by allaying their concerns: highlight the health and safety measures you have in place and offer the cancellation free for a lighter booking commitment.

There’s no doubt about it: Consumers are excited to re-enter the world of travel and culture and we can’t wait to find them. Make sure you’re ready for a big summer comeback with these innovative tourism strategies to attract visitors through your doors.

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