Industry Report · July 2025 to July 2026
Immersive Experiences & Exhibitions.
The booking data behind immersive experiences and exhibitions, and what it means for how you market, price, and staff your space.
from booking to visit. Guests decide less than a week out.
Demand shows up on a short fuse. Intent forms late, so always-on and retargeting beat long-lead campaigns, and you can adjust pricing right up to the date.
Run always-on, intent-based acquisition instead of long-lead pushes. Keep availability updated in real time, and adjust your prices as the date gets close.
Committed groups, growing carts.
At 2.78 tickets and $110 a booking, guests book for the crew and spend more than last cycle. And nearly everyone shows up once they commit.
Package for the group: group tickets, photo add-ons, VIP tiers. Test a nonrefundable tier for peak dates, and convert cancellations into reschedules with self serve tools.
Cancellation rate. Almost everyone who books shows up, and self serve rescheduling absorbs the few who cannot instead of refunding.
Average booking value. Add-ons and group tickets keep carts growing well past a single seat.
Tickets per booking on average. Guests book for the group, not the seat, so package for it.
Locals lead the mix, and everyone spends alike.
Locals and tourists split the room almost evenly, at 48% and 40%. And distance barely moves the wallet: average booking value holds between $110 and $115 whether guests come from around the corner or across the country.
Your biggest segment is local, so stop discounting the people down the road. Win tourists with geo-targeted social discovery and "things to do" search. Then let shareable moments turn every guest into your next ad.
Your market is almost entirely domestic.
Nearly 95% of visitors travel to you from within the country. International guests are just 5.18% of the mix. They spend more when they do come, $126.47 a booking against $110.72, but your audience is overwhelmingly domestic. Build for the backyard first.
Put your budget where your guests are, close to home. Keep international bookings easy, with clear pricing and a checkout in their language, since the few who cross a border spend more. Just do not build the plan around them.
A year-round weekend habit, with a December gifting spike.
Two clocks, both leaning to the weekend. Bookings come in year-round with a summer peak and a December gifting spike, and 2 in 3 visits happen Friday to Sunday. Market steadily all year, and staff the weekend.
Keep acquisition always-on across the year, and add a gifting push for December. Staff the floor for Friday through Sunday, when 2 in 3 visits land. Price into the August peak.
Bookings already lean to the weekend
2 in 3 visits land Friday to Sunday
2 in 3 visits land Friday to Sunday, even more than bookings
A year-round business: August is the peak, December a gifting spike
Chart shows when visits take place (product start date). With a 4.6 day booking lead, bookings track just a few days ahead. Trailing 12 months to July 2026.
of bookings come straight through operators' own websites.
Exactly 87.59% of bookings in the last twelve months came through operators' own sites. Your website is not a marketing asset. It is the business.
Put your first dollar into your own booking flow, SEO, and abandoned booking recovery. Every booking you keep direct is margin and a guest relationship you own.
The ticketing platform for immersives.
The world's most advanced operating system for immersive experiences & exhibitions, now supercharged by Peek Pro 9. From the first click to the follow up review.
Provide a Branded Experience
Make the customer journey as creative as your exhibitions, from start to finish. Customized ticketing for timed, group, and special event entry, a booking flow built in your brand, and a customer CRM that keeps guests coming back.
Control the Crowd
Keep your exhibits full and your staff happy. Real time availability, streamlined QR check-ins that prevent bottlenecks, and automated text and email communications for reminders, waivers, and reviews.
Sell More Tickets
Drive more revenue with a booking flow designed to recapture customers and boost cart sizes. Abandoned booking recovery, add-ons and bundles, dynamic pricing, and a reseller hub for third party platforms.
"Every detail is so well thought out, from bookings on our website to guest experience to advanced analytics."
Color Factory"I love the add-on options and flexibility customers have to reschedule, along with the rating system!"
Museum for Black Girls"Peek's automation allows us to relax and worry more about offering the best experience."
Virtualis VRMake the customer journey
as creative as your exhibition.
Join Color Factory, Museum for Black Girls, Virtualis VR, and immersive operators everywhere turning these numbers into their growth plan.