Friction Kills Revenue: Stop Making Guests Spend Less
- Clayton Talley
- May 9
- 4 min read
Updated: May 16
In today’s attractions industry, competition for time, attention, and dollars is fiercer than ever. But instead of making it easy for Guests to say yes, many parks and attractions still make decisions that unintentionally cause Guests to save their money or spend it somewhere else.
It usually happens in three ways: forcing Guest behavior, policing edge cases, and failing to adapt to changing expectations.
Here is where friction kills revenue, and the data that supports it.
INSEAD TRY TO UNDERSTAND IT.
Operators that try to force how Guests interact with their attraction, venue, or experience almost always create friction. Guests already have habits, expectations, and tools they trust. Making them abandon those habits to and trying to shoehorn them to fit into your (usually outdated, underfunded, and archaic) systems only slows spending, lowers satisfaction, and may lead to churn.
Requiring Guests to Download Your App 91% of consumers dislike being forced to install an app just to interact with a business, and nearly 78% have abandoned transactions because of it [1].
Do you have the time, resources, and developer team to create and manage an up-to-date app that will function flawlessly across multiple mobile OSes and hardware? Probably not. So by forcing them to download a likely outdated and bloated app before they can interact with your attraction or venue creates an immediate barrier to entry. Guests already know how they want to engage. Your Guests expect a fast, mobile-first web experience without friction. Use exisiting tools like mobile-first web design, cashless payment wallets, and NFC technology to leverage the technology your Guests already use on a daily basis. It'll help you be intentional with your resources to meet Guests where they are at. Make it easier, not harder.
Forcing RFID Wristbands instead of Leveraging Guest Devices Nearly 80% of U.S. iPhone users own an Apple Watch, a waterproof, tap-to-pay-ready device [2].
Guests already have the technology they need. Instead of investing time and capital into proprietary RFID systems, leverage NFC-enabled smartphones and wearables for payments, attraction access, and Guest engagement.
Don’t Lose the 99% to Police the 1%
Another common mistake is building policies that are designed to prevent abuse from a small percentage of Guests. In doing so, operators end up punishing the majority of Guests who are engaging fairly.
Example: Overcomplicating Loyalty Programs
Research shows that confusing loyalty programs reduce engagement by up to 50% [3].
When loyalty programs become complicated or restrictive, Guests disengage. You lose future spend and loyalty because the majority are frustrated by rules that were only created to catch a few bad actors.
Example: Over-Restrictive Food Policies
Studies show that food and beverage quality and value consistently rank higher than ticket price in influencing Guest satisfaction at attractions [4].
Separate data from YouGov found that 87% of visitors believe food and beverage prices at attractions are too expensive, which negatively impacts perceived value [5].
While direct studies linking “no outside food” policies to lower spending are limited, it is well established that dissatisfaction with food options directly impacts overall Guest satisfaction and loyalty.
Dissatisfied Guests are more likely to shorten their visit, reduce spend, and not return [6].
Operators should design systems and policies that prioritize the honest majority, not build structures to control the few edge cases.
Adapt or Die
Guest expectations are not static. They are shifting faster than ever due to political, economic, and cultural changes. Operators who do not adapt to those changing behaviors will lose Guests to those who do.
Example: Payment Preferences
Cash now accounts for only 16% of U.S. transactions [7].
Accepting cash costs operators between 4% and 15% more per dollar when factoring in labor, fraud, armored transport, and reconciliation costs [8].
Guests expect fast, digital payment options as the default. Operators that cling to legacy cash systems are not only increasing their costs but are actively creating friction for the majority of Guests.
Example: Outdated Weather Policies
Attractions that offer weather protection programs, such as Sensible Weather, see 86% of Guests continue their visit even after receiving reimbursement [9].
Strict “no refund for rain” policies create resentment. Flexible weather guarantees protect both revenue and Guest loyalty.
Example: Broader Consumer Behavior Shifts
Consumers are now 27% more likely to try a new brand or experience than they were pre-2020 [10].
Loyalty is more fragile than ever. Operators who do not evolve with consumer behavior will be replaced by those who do.
Final Thought
Having a finger on the pulse of Guest behavior is not optional. It is what keeps you in business.
Every friction point left in place because of tradition, ego, or fear is another crack in the foundation of future revenue.
Operators should remove barriers, anticipate how Guests want to interact, serve the honest majority, and adapt faster than their competition.
Invest in the Guest experience and you’ll decrease churn and dissatisfaction, and they’ll increase spend.
References
[1] Forbes, “91% of US Hate Being Forced To Install Apps To Do Business, Costing Brands Billions.”
https://www.forbes.com/sites/johnkoetsier/2021/02/15/91-of-us-hate-being-forced-to-install-apps-to-do-business-costing-brands-billions/ [2] Livemint, “Apple has highest stickiness for smartwatch brand, nearly 80% iPhone users own an Apple Watch.”
[3] Harvard Business Review, “Research: Loyalty Programs Don’t Always Increase Customer Loyalty.”
[4] IAAPA Funworld, “Food and Beverage Trends 2023.”
[5] Katapult, “Is Now The Time To Improve Theme Park Food And Dining Experiences?”
[6] ResearchGate, “The critical influence of customer food perceptions on overall theme park evaluations.”
[7] Clearly Payments, “Statistics for Cash and Credit Card Use for Payments in 2024.”
[8] Square, “The Cost of Cash Versus Credit for Small Business.”
[9] Sensible Weather, “How Weather Guarantees Maximize Revenue for Theme Parks and Attractions.”
[10] Deloitte, “Global State of the Consumer Tracker.”
ABOUT THE AUTHOR
Clay Talley helps immersive experience startups and growing attraction operators in the attracations industry turn bold ideas into world-class Guest experiences that drive revenue and build lasting loyalty. He has pioneered Customer Experience strategy for award-winning ventures like The VOID, JUMP by Limitless Flight, and Ballast VR by shaping Guest journeys from early concept to global scale. Through CX Immersive, Clay provides executive-level CX leadership as a strategic partner, aligning company vision, team dynamics, and Guest-centered operations to remove friction and increase per-capita spend.
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