In a recent survey of over 250 people living in the Northeast, Mascola Group set out to discover how willing consumers are to upgrade admission tickets in exchange for premium features when visiting zoos, museums, science centers, historical attractions, and other similar destinations throughout New England. With a base hypothetical price of $24 ($10 for children), we asked participants which types of enhanced experiences they’d most appreciate and how much more they would be willing to pay.

If you’re marketing an attraction, and you don’t already offer an enhanced or tiered experience, you may want to reconsider. Travelers crave personalized features – in the form of behind-the-scenes tours, hands-on workshops, premium gift bags, and exclusive lectures with content curators and exhibitors. And most of them are willing to pay a little extra for the experience, even when given an out (“I would not pay for this enhancement” was an answer option featured prominently throughout the survey).

One of the most important discoveries from the research was the focus on children. Not only were participants likely to pay more for a child-focused enhancement than other types, a vast majority (80%) of our participants without children said that they still have them in tow at one point or another when visiting attractions. So focusing efforts on ticket enhancements that enrich or entertain children is highly recommended.

You’ll find a few more interesting insights into how your visitors can be up-sold in the infographic below. Keep these in mind as you start planning for what’s to come in 2016.