Exploring Multi-Attraction Passes with Jon Owen, CEO of Go City

In this conversation, Jon Owen, CEO of Go City, and Douglas Quinby, CEO of Arival, discuss the multi-attraction pass. They explore the size and scope of the pass market, the structure of the pass model, and the range of attractions and experiences offered. They also discuss the evolving trends in the market, such as the shift towards more experiential and off-the-beaten-track offerings. The conversation touches on the economics of the pass model, including commission rates and the drive for incremental business. They also discuss the challenges and opportunities presented by the shift towards managed inventory, variable pricing, and dynamic pricing. Finally, they address the issue of over-tourism and the role of city passes in managing visitor flows and promoting a more balanced exploration of destinations.

Multi-attraction passes, such as Go City, offer a convenient and flexible way for travelers to explore a destination. These passes provide access to a curated list of attractions and experiences, allowing visitors to prepay for multiple activities and avoid the hassle of booking each one individually. The passes also offer guidance on when to visit popular attractions to avoid crowds and maximize the overall experience. For operators, being included in a multi-attraction pass can attract incremental visitors who may not have otherwise visited their attraction.

Key Takeaways:

• The pass market, specifically the multi-attraction pass, is a significant and visible channel in the travel industry, offering a range of attractions and experiences for a single price.
• The pass model provides value for money, convenience, and inspiration to a broad customer base, including a geographically diverse range of travelers.
• The pass model drives incremental business to attractions, with customers visiting a higher number of attractions compared to non-pass holders.
• The pass model faces challenges and opportunities with the shift towards managed inventory, variable pricing, and dynamic pricing, requiring integration and flexibility.
• City passes can play a role in managing visitor flows and promoting a more balanced exploration of destinations, including off-the-beaten-track experiences. Multi-attraction passes provide a convenient and flexible way for travelers to explore a destination.
• Operators can attract incremental visitors by being included in a multi-attraction pass.
• Dynamic and variable pricing can be a challenge for multi-attraction pass companies.
• Limited availability experiences may require pre-booking and can be a challenge for pass holders.
• Multi-attraction passes offer guidance on when to visit popular attractions to avoid crowds.

You can find out more about and connect with the speakers here:

• ⁠Jon Owen, CEO Go City

You can find out more about Arival research here:

• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠2024 Experiences Traveler Outlook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ - The 2024 U.S. Experiences Traveler Outlook report delves into the state of the U.S. experiences traveler – who they are, what they want, what are they looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year. 
• ⁠Visitor Attractions and the New Booking Paradigm - Based on a survey of 1,000 U.S. travelers, this report, produced in partnership with Go City, offers insights on the the preferences, attitudes and buying habits of attraction visitors in 2023 and beyond.
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