Push notifications have a reputation problem. Guests who’ve been bombarded by badly timed, irrelevant alerts from other apps are conditioned to disable notifications or ignore them entirely. And honestly, can you blame them?
But the data tells a different story for attractions that get notifications right. Well-crafted push notifications achieve open rates of 25-40% — five to ten times higher than email. They drive immediate action, increase per-visit spending, and measurably boost return visitation. The difference between annoying and valuable is entirely in the execution.
The Three Rules of Great Notifications
Every notification you send should pass three tests before it goes out. If it fails any one of them, don’t send it.
1. Is it timely? The notification should be relevant right now, not in general. “The sea lion show starts in 15 minutes” is timely. “We have sea lion shows” is not. Timing is what separates a helpful reminder from spam.
2. Is it useful? The notification should help the guest do something they want to do or avoid something they don’t. “The North Parking Lot is full — use the South entrance for faster access” is useful. “Don’t forget to visit our gift shop!” is not.
3. Is it specific? Vague notifications feel like mass marketing. Specific notifications feel like personal assistance. “The red panda cubs are playing in the outdoor yard right now — they’re usually most active for the next 30 minutes” is specific. “Come see our animals!” is not.
Context-Aware Messaging
The most effective notifications respond to context — where the guest is, what time it is, what’s happening at the attraction, and even what the weather is doing.
A guest near the food court at 11:45 AM is probably thinking about lunch. A notification suggesting today’s specials or directing them to the shortest line is genuinely helpful. The same notification at 9:30 AM would feel random and intrusive.
Weather context is another powerful trigger. When rain starts, a notification listing indoor exhibits and covered dining areas transforms a potential negative into a guided experience. When a heat advisory hits, suggesting the climate-controlled reptile house or the shaded boardwalk demonstrates that you’re looking out for your guests’ wellbeing.
Frequency: Less Is Always More
The single biggest mistake attractions make with push notifications is sending too many. The optimal frequency for most attractions during a visit is two to four notifications. Any more and you trigger notification fatigue; guests stop reading and may disable notifications entirely.
Between visits, the cadence should be even lower. One to two notifications per week for active members, one per month for casual visitors. Every notification should earn its place by passing the three tests above. If you don’t have something timely, useful, and specific to say, say nothing.
The Opt-In Experience Matters
The moment you ask for notification permission sets the tone for everything that follows. If the first thing your app does is request notification access with no context, most guests will decline. They’ve been burned before.
Instead, wait until the guest has seen value from the app. After they’ve used the map or checked a show schedule, prompt them with a clear value proposition: “Want to get notified about show times, animal activity, and weather alerts during your visit?” This contextual permission request converts at two to three times the rate of an upfront ask.
Measuring What Matters
The metrics that matter for push notifications aren’t open rates — they’re downstream actions. Did the guest attend the show you notified them about? Did they visit the exhibit? Did they make a purchase? Connect your notification analytics to actual behavior, and you’ll quickly learn which types of messages drive real engagement and which are just noise.
Push notifications are a privilege, not a right. Treat every notification as a promise: “This is worth your attention.” Keep that promise consistently, and you’ll build a channel that your guests actually value.