EPISODE · Jan 28, 2026 · 40 MIN
How to Improve Your Attraction’s Website in 2026: What the Latest Data Tells Us - Simon Jones and Steve Mills
from Skip the Queue · host Steve Mills, Simon Jones, Andy Povey
In this episode of Skip the Queue, Andy Povey explores how visitor attractions can improve website performance in 2026 using insight from the 4th Visitor Attractions Website Survey.Andy is joined by two contributors to the report:Simon Jones, Managing Director at NavigateSteve Mills, Director at Decision HouseThey break down what visitors expect from attraction websites, how digital behaviour is changing, and where operators should focus to improve conversion, visibility and trust.Key Topics Discussed:AI search and how visitors are using it without realisingMobile-first design and poor mobile performanceWebsite speed and its impact on conversionVisitor confidence, risk and late booking behaviourPricing transparency and hidden feesFlexible ticketing and weather-driven decisionsReviews, social proof and AI-driven discoveryUsing first-party data more effectivelyThe rise of repeat visitors over first-time visits Show References: Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey Simon Jones - Managing Director of Navigatehttps://navigate.agency/https://www.linkedin.com/in/simontjones/ Steve Mills, Director at Decision Househttps://decisionhouse.co.uk/https://www.linkedin.com/in/steve-mills-0528661b/ Mentioned:Olly Reed of Navigate Agency: https://www.linkedin.com/in/olly-reed/ Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm. Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth. Download your FREE copy here
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What this episode covers
Today, we're diving into one of the most important questions facing the industry right now: How can attractions improve their websites in 2026, and what does the latest data tell us about where the real opportunities lie? We’re unpacking the key findings from the fourth edition of the Visitor Attractions Website Survey, exploring what guests actually want from their online experience and what you can do to improve performance, conversion and visibility in a fast-changing digital world. To help make sense of the trends and turn insight into action, Andy Povey is joined by two brilliant guests who were contributors to the report, Simon Jones, Managing Director of Navigate and Steve Mills, Director at Decision House.
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How to Improve Your Attraction’s Website in 2026: What the Latest Data Tells Us - Simon Jones and Steve Mills
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