Digital solutions provider Crowd Convert has partnered with data insights agency Decision House to uncover what truly drives online engagement for visitors to UK attractions.
What to know from the report
The free report provides an abundance of actionable insights that marketeers can start implementing instantly to improve conversion rates, strengthen digital engagement and deliver seamless online experiences that match the magic of the visit itself.
‘The Online Booking Experience: What Drives Visitors to Click “Book Now”’ surveyed UK adults to provide a nationally representative snapshot of consumer attitudes toward attraction websites and online booking experiences.
It specifically explores the positive and negative drivers that can shape the overall online booking experience as well as what encourages guests to click ‘book now’.
Unclear pricing and hidden fees ranked among the top frustrations, with one in four respondents (25%) saying these were the biggest barriers to completing a booking.
One of the standout findings was the influence of weather on trip planning. Over 70% of respondents said they regularly use weather apps when deciding whether or not to visit an attraction, not just on the day itself, but in the lead-up to their visit.
This heavy reliance on weather forecasts highlights a significant opportunity for attractions to adapt their messaging, promotions and digital experiences accordingly. Operators who acknowledge the weather in their communications, pricing and user journey are better positioned to turn online browsers into on-the-day bookings, rain or shine.
Beyond ticketing, the report unveils crucial insights about how visitors plan trips, discover new experiences and what factors are important to them when they get there.
On site, how well maintained and clean the environment is ranks most important, particularly with visitors with children, and there is a strong reliance on weather apps, calling into question the accuracy of those platforms as they can make or break a day’s attendance.
“The report gives us is reassurance and clarity”
Andy Povey, Co-Founder of Crowd Convert says: “We partnered with Decision House because we wanted to find clear answers directly from the source. What the results have shown us is that people just want an easy route. They want a quick, simple and frustration-free booking process. They want websites that work with them, not against them.
“We may not have learned anything radically new from this data, but what it gives us is reassurance and clarity. The frustrations visitors face are consistent across the board and that means we know exactly how to help attractions design better online experiences that truly work for their guests.”
Meanwhile, Steve Mills, Director at Decision House says: “By being able to quantify this data, we can start to see inside the mind of the visitor, understanding what really drives them to make a purchase. These insights give attractions the power to plan more effectively how they show up online. When you know exactly what helps or hinders a booking, you can streamline the digital journey, reduce frustration and create experiences that genuinely work for your guests.”
The research reinforces Crowd Convert’s mission to rehumanise commerce by creating online experiences that feel seamless, intuitive and aligned with real visitor behaviour.
The full report, ‘The Online Booking Experience: What Drives Visitors to Click “Book Now”’ is available to download now at https://pages.crowdconvert.co.uk/consumer-research-report-2025
Images: Crowd Convert
