Resources
Free guide
Understanding the membership challenges of aquariums in 2026
Recruiting, keeping and growing members and pass holders, and what it means for the people who own the membership numbers.
- Format
- PDF role briefing
- Reading time
- 10 minutes
- Published
- October 2026
- Author
- Bryan Hoare
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What’s inside
Seven challenges, the evidence behind each one, what good looks like, and where a connected visitor platform helps.
01
Converting day visitors
Recruitment is the biggest membership challenge, and the best moment to ask is inside the building.
02
Making value felt and recognising members
Showing membership value, and treating members as members on every visit.
03
Visit frequency and using interests
Giving members reasons to return, and personalising with behaviour and interests.
04
Renewal and connected systems
Improving renewal, and connecting membership with ticketing.
Who it’s for
Who should read
this report
Written for membership managers, annual pass leads, heads of loyalty and the commercial and marketing colleagues they work with at aquariums.
- Membership managers
- Annual pass leads
- Heads of loyalty
- Commercial and marketing colleagues