5 Things 904 Families Told Us About Choosing a Day Out
We asked 904 UK families how they really choose a day out. Where they look, what they trust, what makes them book and what makes them scroll on.
We shared the findings in our Great Days Out webinar, and as Jo Cooper, our CEO, said on the day: we don't gatekeep.
So here are the five marketing myths the data busted, and what they mean for your attraction.
First, who told us this
89% of the people who answered are aged 35 and over, and 60% are 45 and over. Half are families with a partner and children. These are experienced consumers. They use social media, but they aren't social-first. They research carefully, they value trust over aesthetics, and they make their decisions close to the visit.
Keep that picture in mind as you read.
Myth 1: Beautiful content gets people through the door on its own
We've all invested in the golden-hour hero shot. It matters. But when we asked what makes people stop and think "I want to go there", suitability for me and my family came out on top at 58.3%. Clear pricing and value came a whisker behind at 58.2%. Honest reviews followed at 47.9%.
Beautiful content didn't make the top five.
The winning combination is relevance, value and trust. Your photography can be gorgeous, but if a family can't quickly tell whether you're right for them and what it will cost, they're gone.
Myth 2: Social video is where decisions get made
Reels and TikTok have a real job: getting you on people's radar. But for the final decision, word of mouth came out on top, scoring 4.21 out of 5, with 45.5% of people giving it the full five stars. Review sites came second.
Short-form social video was the lowest-rated channel we tested for that final decision.
Social creates awareness. Trust and validation do the heavy lifting when someone decides where to spend their Saturday. Your Google and Tripadvisor reviews are working harder than you probably realise.
Myth 3: Your biggest competitor is the attraction down the road
When families are choosing between two similar places, what tips the balance? Price came out clearly on top at 70.8%, then ease of getting there at 54.0%, then better reviews at 37.8%.
Not the programme. Not the facilities. Not the brand.
Your real competition is often about who makes it easiest to choose them. Clear pricing, easy directions and honest reviews are what turn interest into a visit.
Myth 4: AI is changing how everyone plans days out
It is changing, gradually. But right now, only 3.4% of people use AI first when looking for somewhere to visit. Google is still the front door at 53.3%. And 82.4% said they want AI to suggest while they make every decision and booking themselves. Only 1.2% would let AI take most or all of the control.
Here's what caught our attention. Of people who used AI to plan a day out, 64% had at least once come across inaccurate or out-of-date information.
Trust isn't there yet. So the most useful thing you can do today is make your Google presence watertight: current opening hours, accurate prices, recent photos and plenty of honest reviews.
Myth 5: Your visitors plan well in advance
Many attractions pour energy into big seasonal campaigns months ahead, then ease off. The survey tells a very different story.
32.6% of families plan one to two weeks ahead. 30.2% plan just a few days ahead. Only 3.3% plan six months or more in advance. Nearly two-thirds of your audience decide within a fortnight of their visit.
Which means a website that hasn't been touched since spring, an Instagram feed that went quiet in August, or a Google listing with last year's hours are quietly costing you bookings right now.
The most human finding of all
When we asked what matters most when choosing a day out, making memories and time with loved ones came out on top, scoring 4.51 out of 5, with 63.7% giving it a perfect score.
People aren't buying a ticket to an attraction. They're buying time together. That's the story worth telling.
What to do next
If one finding landed for you, start there. Check your Google listing this week. Read your homepage as a parent who has never visited. Ask whether your content shows what a real day with you feels like.
If you want real, current content that answers the questions families are actually asking, that's exactly what our Content Days are built for. In one visit to your site, we capture the parking, the queues, the dog-friendly corners and the genuine smiles. The things that turn a browser into a booker.
Want to talk through what the findings mean for your attraction? Get in touch.
This blog started life as a Friday Funk, our weekly myth-busting email for visitor attractions. Join the Friday Funk list here.