An Analysis of 100+ Attractions Websites PDF

An Analysis of 100+
Attractions Websites
How does your site compare?
How are attractions
using their website to
Who is this
eBook for?
inspire travelers?
• Travel marketers If you’ve ever wondered how your website compares to other amusement
who want to stay and theme parks, landmarks and museums in the industry, we’re happy
ahead of the curve to tell you this: we’ve done the research, we’ve done the analysis, and
with their website. we’re presenting our findings to you in this report!
• Agencies that work
In the last week of November 2019, we analyzed over 100 attraction
with travel brands to
develop and manage websites to see how they approached their homepage from a visual
their website. perspective. From our research, we were able to extract patterns and
trends and generate insights on how these brands are using their websites
• Marketers at global to capture travelers’ attention today.
amusement and theme
parks, landmarks and Browse through our report and maybe you’ll come across your
museums who want own brand! Get inspiration for your website, see how others in your
to understand what
industry are using visuals and find opportunities to make your
their peers are doing.
website stand out.
Whether you’re looking for ways to increase engagement, conversions

or revenue, or just want to stay informed regarding how the rest of
the industry is approaching their websites, we hope this collection of
examples and insights will help you think outside the box to get those
travelers booking with you!
Enjoy the read.
Julia Manoukian
Senior Content Marketing Manager
CrowdRiff
2
Table of Contents
Click below to jump to any section
8 Critical Elements for Every Travel and Tourism Website Homepage 4

Analysis: How are Attractions Approaching their Websites? 13
Amusement and Theme Parks 15
Landmarks 19
Museums 23
3 Noteworthy Homepage Examples 27
Website Homepage Examples 31
Amusement and Theme Parks 31
Landmarks 86
Museums 115
Case Studies: Using CrowdRiff to Optimize Your Website 144
About CrowdRiff 147
3
8 Critical Elements
for Every Travel and
Tourism Website
First, let’s take a quick look at the essentials of
every travel and tourism website.
*Note: while all these elements are important, for the purposes of this study, we’ll only be analyzing visual-related elements.
© CrowdRiff 4
8 Critical Website Elements
1. Headline & Header Visual

(image or video)
You only have a matter of seconds to grab a visitor’s attention, so make sure
your main image is compelling, authentic, and reflects the kind of audience
you want to attract.
Along with the header image or video should be a headline that clearly states
what your business is about.
© CrowdRiff 5
2. Sub-Headline
Your sub-headline should elaborate on the main idea in your headline.
It should serve up a concise description of what products and services
you offer, what makes you special, and/or why someone should visit
or book with you. Try and keep it under 300 characters if you can.
© CrowdRiff 6
3. Primary Calls-to-Action
The goal of any homepage is to drive visitors deeper into your website
and take the next step in the marketing funnel. Many brands will place
several CTAs above the fold that direct consumers to different stages of
the buying funnel.
But remember, only do what makes sense for your destination,

attraction or property. Marketing expert Neil Patel found that users
prefer to learn about the offer before clicking a CTA—placing his CTA
above the fold actually decreased conversions by 17%1.
1. QuickSprout, 2019
© CrowdRiff 7
4. Supporting Visuals
(image or video)
With visuals set to dominate 80% of all internet traffic by 20212, it’s a no
brainer to use images and video to clearly illustrate what you offer.
When choosing what kind of visuals to use, think about how you can
stand out from the competition. Is everyone using the same stock photo
site, for example? 85 percent of consumers find visual user-generated
content (UGC) more influential than brand photos or videos3.
2. Cisco, 2017
3. Offerpop, 2016
© CrowdRiff 8
5. Benefits
What’s in it for your visitors? Focus on why what you do matters. Make sure
your copy is easy to understand and resonates with potential travelers.
© CrowdRiff 9
6. Social Proof /
Success Indicators
Customer reviews are trusted 12 times more than marketing coming
directly from brands4. This could come in the form of testimonials, case
studies, or even UGC.
© CrowdRiff 10
7. Secondary Calls-to-Action
Why not capture your visitors’ booking intent when they’re feeling most
inspired? Some brands have even experienced as much as 380% more clicks
when CTAs are placed within videos, compared to normal sidebar CTAs5.
Try overlaying CTAs on images, videos and other moments

that matter to increase conversion rates.
5. QuickSprout, 2019
© CrowdRiff 11
8. Navigation
To keep your bounce rate low, make sure your visitors know how to find
the information they’re looking for.
Many website experts recommend limiting the number of menu items

to seven, as it’s better for search engine ranking6. Unless that is, you’re
doing a “mega drop-down,” which offers multiple columns of options
rather than just one.
6. Orbitmedia, 2019
© CrowdRiff 12
Analysis: How are
Attractions Approaching
their Websites
We looked at over 100 attractions’
websites to bring you these insights. To
represent each industry most accurately,
we took a random sample of global
amusement and theme parks, landmarks
and museums from our database. These
are the trends and patterns we found.
© CrowdRiff 13
Analysis: How are Attractions Approaching their Websites
The average number of visuals on the

website homepage per travel sector:
Amusement and Landmarks: Museums:

Theme Parks:
17 13
16
Museums were the highest Museums had the highest No attractions used UGC in
users of video on their presence of UGC visuals their homepage header.
homepage headers, at 47%. on their site, at 32%.
Both amusement and theme parks and landmarks

have an opportunity to use more UGC in their
marketing—only 15% and 10% respectively use
some form of UGC in their homepage header.
14
In the homepage header, what visual format

are amusement and theme parks using?
Multiple visuals, including photos, videos, and a combination of the two, are the preferred homepage header
format for amusement and theme parks. Single images are a close second, followed by single videos.
27% - Single image
18% - Single video
55% - Multiple visuals/slider
In the homepage header, what

type of visuals are amusement
and theme parks using?
The vast majority of amusement and theme parks
use professional and/or stock photography in their
homepage header. A possible reason for this could be
the lack of availability of high-resolution UGC visuals.
88% - Professional/stock
10% - No header image
2% - Other (animation)
15
Which visual themes in the homepage

header are the most popular?
Property photos and outdoor action visuals are the most common visual themes for amusement and theme parks’
homepages. What kind of visual themes are included in your website? These popular visual themes do well to
showcase what makes each amusement park unique, so it makes sense that these photos and videos dominate here.
Outdoor action 24%

Arts/culture 5%
Family/friends 3%
Landmarks/attractions 12%
Other (property photos) 31%
What type of visuals are used

throughout the homepage?
Most amusement and theme parks still rely on
professional or stock visuals—though, UGC makes
up a small portion of the supporting imagery.
Rather than a way to describe benefits or specific
activities, these attractions use UGC as social
proof, a way to tell their story authentically and
engage with a diverse set of audiences.
15% - UGC
16
How many amusement and theme parks use UGC galleries?

One quarter of the amusement and theme parks in this study have user-generated
content galleries present on the homepage. These galleries help put customers front
and center, provide social proof and help supplement branded content.
27% - UGC gallery
73% - no UGC gallery
© CrowdRiff 17
How are amusement and theme park websites performing?

We ran the sites through a website grader7 to see how they were performing from a technical perspective.
Technical Performance
Average page size 2.7 MBs
Average number of page requests 106 HTTP requests
Average page speed 1.3 seconds
Here’s what these numbers mean for you
Average Page Size

The heavier a page is, the slower it loads. According to some studies, a delay beyond two seconds
can cause viewers to abandon a page—and for every additional second after that, the abandonment
rate increases by 5.8%8. To keep users happy, try to keep your page size below 3MB.
Want to reduce your page size?

• Resize and compress images
• Remove unnecessary custom fonts
• Use CSS sprites (only displaying part of an image through CSS coding)
• Try a Content Delivery Network (CDN), which stores your website elements in multiple
places to ensure everyone around the world has a fair loading time
Average number of page requests Average page speed

The fewer HTTP requests your website has to make, Many web developers say that the gold
the faster it can load. The amount and size of your files standard to page speed is 3 seconds. The slower
directly affect this. Bounce rates can jump from 9 to your website is, the higher your bounce rate,
38% if a page’s loading time goes from 2 to 5 seconds.9 and lower your conversions and sales.
To fix this, try to: If you want to get into that

• Remove visuals you don’t need best-in-class zone, try the following:
• Reduce the current file size of your visuals • Scale and compress images/videos before
you upload them to your site
• Combine CSS files together
• Browser caching (you might need to contact
your hosting company for this)
• Keep JavaScript below the fold (so your
site can load before your scripts)
7. HubSpot Website Grader
8. Akami
9. Pingdom 18
Analysis: How are landmarks

approaching their websites?
In the homepage header, what visual format are landmarks using?
When it comes to the homepage header, multiple images are the top choice for landmarks, followed by single images.
23% - Single image
15% - Single video
11.5% - Mix
50% - Multiple images/slider
In the homepage header,

what type of visuals are
landmarks using?
None of the landmarks use UGC in their homepage
header. In fact, the majority opt for professional
and stock photography. Similar to amusement
and theme parks, the main reason for this could
be the lack of high-resolution UGC visuals.
19

Not surprisingly, most landmarks analyzed use landmark and attraction imagery in their website
headers. The “other” category included visuals of nature (if the landmark or attraction was in a
specific location, for instance) and shots of people enjoying themselves at the landmark.
Outdoor action 3%
Arts/culture 13%
Family/friends 3%
Landmarks/attractions 34%
Landscapes 10%
Food 3%
Other 20%

Just like amusement and theme parks, most landmarks
rely on professional and stock imagery for their
website homepage. When they do use UGC, it helps to
show the authentic perspective of travelers and the
varied ways people can experience the landmark.
9% - UGC
20
How many landmarks use UGC galleries?

About 1/10 of the landmark homepages analyzed use UGC as a way to stand out and improve the booking
experience. This represents a major opportunity for landmarks looking to improve ticket sales. UGC has been shown
to improve engagement, conversions and direct bookings (scroll down to the Dollwood case study to see how).
11% - UGC gallery
© CrowdRiff 21
How are landmark websites performing?
22
Analysis: How are Museums

Approaching their Websites?
In the homepage header, what visual format are museums using?
As a homepage header format, multiple images are the preferred choice for museums.
38% - Single image
54% - Single video
8% - Multiple images/slider
In the homepage header,

what type of visuals are
museums using?
The majority of museums used professional and/or
stock photography as their homepage header. This
is most likely because these attractions need a high
degree of brand control for this part of their website.
7% - Other (animation)
23

The most popular visual theme for museums is property-specific photos such as visuals
of galleries, collections, exhibits and weddings. If museums want to stand out, marketers
could experiment with a different kind of visual theme in the homepage header.
Arts/culture 24%
Family/friends 6%
Landscapes 4%
Property photos 48%

Out of all three sectors analyzed, museums
use the most user-generated content
on their website homepages.
32% - UGC
24
How many museums use UGC galleries?

Out of the three sectors we looked at, museums use the most UGC and UGC galleries on
their website homepages (25%). They’re using these visuals to showcase the authentic
experience visitors are having, and to better influence potential guests to visit.
26% - UGC gallery
© CrowdRiff 25
How Are Museum Websites Performing?
26
3 Noteworthy Ways Visuals
are Used on Attraction
Website Homepages
Of the 100+ website homepages we
looked through, there were a few that
stuck out to us. Read on to see why!
© CrowdRiff 27
3 Noteworthy Ways Visuals are Used on Attraction Website Homepages
Everglades Holiday Park

Everglades Holiday Park, a wildlife preserve more encouraging than seeing other people have a
just outside of Fort Lauderdale, Florida, knows good time. Everglades has also capitalized on these
not only to inspire visitors on their website, UGC images. CTAs are overlaid on each, further
but also drive them to purchase tickets. promoting the specific experience on display.
Prominently displayed in the homepage The mix of multimedia content and focus on
header is a bright green call to action urging conversions is what sets Everglades apart from the
people to “Buy Airboat Tickets Now!”. other amusement and theme parks analyzed here,
many of which took a more traditional approach to their
As people scroll through the site, they encounter websites. They’ve also done a great job of combining
a promotional video, and after that, visual social professional imagery with user-generated content.
proof of other people enjoying their experiences
there. For visitors exploring the site, there’s nothing
Fun fact: Brand engagement

rises by 28% when consumers
are exposed to both
professional content, and
user-generated content.10
10. Comscore, 2012 28

Skydeck Chicago
Skydeck Chicago allows travelers to step outside of the tallest building in the western hemisphere to experience
wondrous views from 1,353 feet in the air. There are a few key reasons why their website stood out.
1. The homepage header is exciting. Visitors are 3. Their live gallery showcases the range of
immediately captivated when they land on perspectives at the top. The compelling photos
Skydeck Chicago’s website. And, a compilation range from visitors holding hands atop the glass
video shows the delight of people of all ages floor with a gorgeous view in front to people
experiencing the stunning view for the first time. lying down with a cityscape, fully visible through
the glass, below them. The unique points of
2. Their homepage header also includes a view totally draw you in – you’ll really want to
call to action. Skydeck Chicago wastes no see it in person and find a creative way to snap
time. If people are feeling inspired, they and share your own Insta-worthy photos.
can purchase their ticket immediately.
29
The Field Museum

The Field Museum of Natural History might collect This one-two punch marketing strategy not only drives
artifacts from the past, but the museum wants to sales, but increases awareness about the museum's
look toward the future with its digital marketing. services. Other museums might want to follow suit.
Research shows that visitors to websites with UGC
The Field Museum of Natural History incorporates galleries — like those on the Field Museum of Natural
UGC into their website to promote their exhibits and History's site — spend 90% more time on those sites.10
collections. An online gallery pulls content from social
media users who tag photos with @FieldMuseum, and
users can hover over an image and learn more about
the particular exhibit in the picture. They will also see
a call to action (CTA) that promotes ticket sales.
Quick tip: CTAs are an awesome

marketing hack. One study
suggests that CTAs boost
website conversions by as
much as 25 percent.11
10. Salesforce, 2016

11. Protocol, 2016 30
Website Examples
from Amusement
and Theme Parks
We took a sample of 52 amusement and theme
parks and analyzed them using our website and
visual best practices. Here are all of them!
*For length, we’ve only included the header image of every website—click on the name to explore the website on your own!
© CrowdRiff 31
Website Examples from Amusement and Theme Parks
Jump to any Amusement or Theme Park
Adventure Park Pty Ltd 34 Europa-Park 51
Adventures by Disney 35 Everglades Holiday Park 52
Alton Towers Resort Operations Ltd 36 Everland 53
Andretti Indoor Karting and Games 37 Flight Trampoline Park 54
Ashford Outdoors 38 Florida Seminole Tourism 55
Beach Park 39 Gatorland 56
Camelback Resort 40 Hanmer Springs Thermal Pools & Spa 57
Canada's Wonderland 41 Heide Park Resort 58
Capilano Suspension Bridge Park - Capilano Group 42 HersheyPark 59
Carlingford Adventure Centre 43 Historic Arnolds Park Inc 60
Cite De L'espace 44 Hong Kong Disneyland 61
Cliff'S Amusement Park 45 Icon Orlando 62
Clifton Hill Niagara 46 Iowa State Fair 63
Disney Vacation Club 47 Jungle NI 64
Dreamworld 48 LEGOLAND New York 65
Edge NYC 49 Liseberg 66
Efteling 50 Luna Park in Coney Island 67
© CrowdRiff 32
Luna Park Melbourne 68 Questel 77
Madurodam Amusement Park 69 Silver Dollar City Attractions 78
Meraas 70 Six Flags 79
Michigan's Adventure Amusement Park 71 Splash Zone Waterpark 80
NASCAR SpeedPark 72 Tayto Park 81
Ocean Park 73 Universal Studios Singapore 82
PACIFIC PARK 74 Vala's Pumpkin Patch 83
Paintball Paradise Prince Albert 75 Wonderla 84
Phantasialand 76 Xtreme Action Park 85
© CrowdRiff 33
Adventure Park Pty Ltd
© CrowdRiff 34
Adventures by Disney
© CrowdRiff 35
Alton Towers Resort Operations Ltd
© CrowdRiff 36
Andretti Indoor Karting and Games
© CrowdRiff 37
Ashford Outdoors
© CrowdRiff 38
Beach Park
© CrowdRiff 39
Camelback Resort
© CrowdRiff 40
Canada's Wonderland
© CrowdRiff 41
Capilano Suspension Bridge

Park - Capilano Group
© CrowdRiff 42
Carlingford Adventure Centre
© CrowdRiff 43
Cite De L'espace
© CrowdRiff 44
Cliff'S Amusement Park
© CrowdRiff 45
Clifton Hill Niagara
© CrowdRiff 46
Disney Vacation Club
© CrowdRiff 47
Dreamworld
© CrowdRiff 48
Edge NYC
© CrowdRiff 49
Efteling
© CrowdRiff 50
Europa-Park
© CrowdRiff 51
Everglades Holiday Park
© CrowdRiff 52
Everland
© CrowdRiff 53
Flight Trampoline Park
© CrowdRiff 54
Florida Seminole Tourism
© CrowdRiff 55
Gatorland
© CrowdRiff 56
Hanmer Springs Thermal Pools & Spa
© CrowdRiff 57
Heide Park Resort
© CrowdRiff 58
HersheyPark
© CrowdRiff 59
Historic Arnolds Park Inc
© CrowdRiff 60
Hong Kong Disneyland
© CrowdRiff 61
Icon Orlando
© CrowdRiff 62
Iowa State Fair
© CrowdRiff 63
Jungle NI
© CrowdRiff 64
LEGOLAND New York
© CrowdRiff 65
Liseberg
© CrowdRiff 66
Luna Park in Coney Island
© CrowdRiff 67
Luna Park Melbourne
© CrowdRiff 68
Madurodam Amusement Park
© CrowdRiff 69
Meraas
© CrowdRiff 70
Michigan's Adventure Amusement Park
© CrowdRiff 71
NASCAR SpeedPark
© CrowdRiff 72
Ocean Park
© CrowdRiff 73
PACIFIC PARK
© CrowdRiff 74
Paintball Paradise Prince Albert
© CrowdRiff 75
Phantasialand
© CrowdRiff 76
Questel
© CrowdRiff 77
Silver Dollar City Attractions
© CrowdRiff 78
Six Flags
© CrowdRiff 79
Splash Zone Waterpark
© CrowdRiff 80
Tayto Park
© CrowdRiff 81
Universal Studios Singapore
© CrowdRiff 82
Vala's Pumpkin Patch
© CrowdRiff 83
Wonderla
© CrowdRiff 84
Xtreme Action Park
© CrowdRiff 85
Facebook Ad Examples
Website Examples
from Landmarks
We took a sample of 27 landmarks and
analyzed them using our website and visual
best practices. Here are all of them!
© CrowdRiff 86
Website Examples from Landmarks
Jump to any Landmark
Belle Meade Plantation 88 Mount Rushmore 102
British Library 89 One World Observatory 103
Cambridge Butterfly Conservatory 90 Port Arthur Historic Site Management Authority 104
Chicago Union Station 91 Reunion Tower 105
Discovery Cove 92 Rockefeller Center 106
Eiffel Tower 93 Rocky Harbour 107
Empire State Realty Trust 94 Shannon Heritage Ltd 108
George Washington's Mount Vernon 95 Skydeck Chicago 109
Golden Gate Bridge 96 Southbank Centre 110
Grand Canyon Resort Corporation 97 The View from The Shard 111
Great Barrier Reef 98 Times Square 112
Jenolan Caves 99 Venice Beach 113
La Pedrera 100 Westminster Abbey 114
Machu Picchu 101
© CrowdRiff 87
Belle Meade Plantation
© CrowdRiff 88
British Library
© CrowdRiff 89
Cambridge Butterfly Conservatory
© CrowdRiff 90
Chicago Union Station
© CrowdRiff 91
Discovery Cove
© CrowdRiff 92
Eiffel Tower
© CrowdRiff 93
Empire State Realty Trust
© CrowdRiff 94
George Washington's Mount Vernon
© CrowdRiff 95
Golden Gate Bridge
© CrowdRiff 96
Grand Canyon Resort Corporation
© CrowdRiff 97
Great Barrier Reef
© CrowdRiff 98
Jenolan Caves
© CrowdRiff 99
La Pedrera
© CrowdRiff 100
Machu Picchu
© CrowdRiff 101
Mount Rushmore
© CrowdRiff 102
One World Observatory
© CrowdRiff 103
Port Arthur Historic Site

Management Authority
© CrowdRiff 104
Reunion Tower
© CrowdRiff 105
Rockefeller Center
© CrowdRiff 106
Rocky Harbour
© CrowdRiff 107
Shannon Heritage Ltd
© CrowdRiff 108
Skydeck Chicago
© CrowdRiff 109
Southbank Centre
© CrowdRiff 110
The View from The Shard
© CrowdRiff 111
Times Square
© CrowdRiff 112
Venice Beach
© CrowdRiff 113
Westminster Abbey
© CrowdRiff 114
Facebook Ad Examples
Website Examples
from Museums
We took a sample of 27 museums (both
single and multi-day tours) and analyzed
them using our website and visual best
practices. Here are all of them!
© CrowdRiff 115
Website Examples from Museums
Jump to any Museum
American Museum of Natural History 117 Museum of Contemporary Art Jacksonville 131
Bass Museum of Art 118 Museum of Contemporary Art Toronto Canada 132
Canadian Museum for Human Rights 119 Museum of Fine Arts 133
Children's Museum of Atlanta 120 National Gallery of Canada 134
Colorado Railroad Museum 121 National Museum of Women in the Arts 135
Conner Prairie 122 Orlando Museum of Art 136
Denver Art Museum 123 Pensacola Museum of Art 137
Discovery Place 124 Royal Museums Greenwich 138
Fernbank Museum of Natural History 125 Royal Ontario Museum 139
Glazer Children's Museum 126 Stepping Stones Museum for Children 140
Golisano Children's Museum of Naples 127 The Children's Museum of Indianapolis 141
Louisiana Children's Museum 128 The Dali Museum 142
Mattatuck Museum 129 The Field Museum of Natural History 143
Museum of Contemporary Art Chicago 130
© CrowdRiff 116
American Museum of Natural History
© CrowdRiff 117
Bass Museum of Art
© CrowdRiff 118
Canadian Museum for Human Rights
© CrowdRiff 119
Children's Museum of Atlanta
© CrowdRiff 120
Colorado Railroad Museum
© CrowdRiff 121
Conner Prairie
© CrowdRiff 122
Denver Art Museum
© CrowdRiff 123
Discovery Place
© CrowdRiff 124
Fernbank Museum of Natural History
© CrowdRiff 125
Glazer Children's Museum
© CrowdRiff 126
Golisano Children's Museum of Naples
© CrowdRiff 127
Louisiana Children's Museum
© CrowdRiff 128
Mattatuck Museum
© CrowdRiff 129
Museum of Contemporary Art Chicago
© CrowdRiff 130
Museum of Contemporary Art Jacksonville
© CrowdRiff 131
Museum of Contemporary Art Toronto Canada
© CrowdRiff 132
Museum of Fine Arts
© CrowdRiff 133
National Gallery of Canada
© CrowdRiff 134
National Museum of Women in the Arts
© CrowdRiff 135
Orlando Museum of Art
© CrowdRiff 136
Pensacola Museum of Art
© CrowdRiff 137
Royal Museums Greenwich
© CrowdRiff 138
Royal Ontario Museum
© CrowdRiff 139
Stepping Stones Museum for Children
© CrowdRiff 140
The Children's Museum of Indianapolis
© CrowdRiff 141
The Dali Museum
© CrowdRiff 142
The Field Museum of Natural History
© CrowdRiff 143
Using CrowdRiff to
Optimize Your Website:
2 Case Studies
© CrowdRiff 144
Using CrowdRiff to Optimize Your Website Case Study: Dollywood
CASE STUDY
Dollywood
How Dollywood Used Visuals to Drive $90,000
in Ticket Sales within 5 Months.
The Problem The Solution

Dollywood needed visual content for the park’s CrowdRiff helped them incorporate more guests’ social media
variety of activities and personas. photos on their website. They also used CTAs on images to
drive people to book experiences directly.
Results
25% 28% 42% $90,000

increase in engagement increase in engagement increase in views and in ticket sales
on the homepage on the Waterpark page interactions on the “Rides within 5 months
and Attractions” page
I think we’ll explore the opportunity to see if we can use UGC in other channels to
obtain the same benefits we’re seeing in the digital space, just by showing real people
doing real things.
— Pete Owens, Vice President of Marketing and Public Relations, The Dollywood Company
© CrowdRiff 145
Using CrowdRiff to Optimize Your Website Case Study: Haka Tours
BEFORE
AFTER
CASE STUDY
Haka Tours
How Haka Tours Used UGC to Help Relaunch Their Website
The Problem The Solution

Haka Tours’ website didn’t inspire potential guests to book CrowdRiff helped them more easily discover
a tour. It was text-heavy and dominated by old photography and showcase visual content, secure the rights
that didn’t showcase what the tours were actually like. to it, and store, organize and find it.
Results
45% 75% 30%

decrease in bounce rate increase in page views more sessions per user
What CrowdRiff has given us back is a lot of time. It’s so fast and convenient to hunt
down not only people who are using your hashtag but people who are visiting different
parts of New Zealand or doing the activities you would find on a Haka Tour, and find,
showcase and save that content.
— Barnaby Lawrence, Digital Marketing Manager, Haka Tours
© CrowdRiff 146
About CrowdRiff
CrowdRiff is an AI-powered visual content marketing platform
that enables marketers to discover, deliver, and organize
top-performing visuals across every channel, including
website, social media, print materials and digital ads.
We help resort and hotel brands at every step of the campaign process:
• User-Generated Content: Use CrowdRiff to source, track,

and get the rights to earned visuals
• Digital Asset Manager: Store your earned and owned visuals
together where you can easily organize, sort, and search them
• Publish Your Campaign Visuals: Put them to use on your website,
implement trackable CTAs, and access analytics for your visual content
Book a Demo

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8 Critical Elements for Every Travel and Tourism Website Homepage 4

1. Headline & Header Visual

But remember, only do what makes sense for your destination,

Try overlaying CTAs on images, videos and other moments

Many website experts recommend limiting the number of menu items

The average number of visuals on the

Amusement and Landmarks: Museums:

Both amusement and theme parks and landmarks

In the homepage header, what visual format

27% - Single image

18% - Single video

55% - Multiple visuals/slider

In the homepage header, what

10% - No header image

Which visual themes in the homepage

Outdoor action 24%

What type of visuals are used

How many amusement and theme parks use UGC galleries?

27% - UGC gallery

73% - no UGC gallery

How are amusement and theme park websites performing?

Average page size 2.7 MBs

Average number of page requests 106 HTTP requests

Average page speed 1.3 seconds

Here’s what these numbers mean for you

Average Page Size

Want to reduce your page size?

Average number of page requests Average page speed

To fix this, try to: If you want to get into that

Analysis: How are landmarks

23% - Single image

15% - Single video

50% - Multiple images/slider

In the homepage header,

Which visual themes in the homepage

What type of visuals are used

How many landmarks use UGC galleries?

11% - UGC gallery

88% - no UGC gallery

How are landmark websites performing?

Average page size 2.5 MBs

Average number of page requests 98 HTTP requests

Average page speed 3.5 seconds

Analysis: How are Museums

38% - Single image

54% - Single video

In the homepage header,

11% - No header image

Which visual themes in the homepage

What type of visuals are used

How many museums use UGC galleries?

26% - UGC gallery

74% - no UGC gallery

How Are Museum Websites Performing?

Average page size 2.8 MBs

Average number of page requests 77 HTTP requests

Average page speed 2.7 seconds

Everglades Holiday Park

Fun fact: Brand engagement

10. Comscore, 2012 28

Adventure Park Pty Ltd 34 Europa-Park 51

Adventures by Disney 35 Everglades Holiday Park 52

Alton Towers Resort Operations Ltd 36 Everland 53

Andretti Indoor Karting and Games 37 Flight Trampoline Park 54

Ashford Outdoors 38 Florida Seminole Tourism 55

Beach Park 39 Gatorland 56

Camelback Resort 40 Hanmer Springs Thermal Pools & Spa 57

Canada's Wonderland 41 Heide Park Resort 58

Capilano Suspension Bridge Park - Capilano Group 42 HersheyPark 59

Carlingford Adventure Centre 43 Historic Arnolds Park Inc 60

Cite De L'espace 44 Hong Kong Disneyland 61

Cliff'S Amusement Park 45 Icon Orlando 62

Clifton Hill Niagara 46 Iowa State Fair 63

Disney Vacation Club 47 Jungle NI 64

Dreamworld 48 LEGOLAND New York 65

Edge NYC 49 Liseberg 66

Efteling 50 Luna Park in Coney Island 67

Luna Park Melbourne 68 Questel 77

Madurodam Amusement Park 69 Silver Dollar City Attractions 78

Meraas 70 Six Flags 79

Michigan's Adventure Amusement Park 71 Splash Zone Waterpark 80

NASCAR SpeedPark 72 Tayto Park 81

Ocean Park 73 Universal Studios Singapore 82

PACIFIC PARK 74 Vala's Pumpkin Patch 83

Paintball Paradise Prince Albert 75 Wonderla 84

Phantasialand 76 Xtreme Action Park 85