Free guide
Understanding the membership challenges of zoos and wildlife parks in 2026
What 31 UK zoo and wildlife attractions told us about recruiting, retaining and growing members, and what it means for the people who own the membership numbers.
- Format
- PDF role briefing
- Reading time
- 10 minutes
- Published
- September 2026
- Author
- Bryan Hoare
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What’s inside
Seven membership challenges, the evidence behind each one, and practical questions for your next review.
Convert and communicate value
Reach likely members while the visit is fresh, then make membership value visible throughout the day.
Recognise and engage
Treat members as members and create timely reasons for them to visit more often.
Personalise and retain
Use behaviour and interests to improve relevance, anticipate lapse and support renewals.
Prove lifetime value
Connect visits, spend and renewals to build a clearer view of long-term member value.
Who it’s for
Who should read
this report
Written for the people who own membership growth, engagement and renewal, and for the commercial and marketing colleagues who support them.
- Membership managers and heads of membership
- Loyalty and annual-pass leads
- Commercial directors and managers
- Marketing and CRM teams
- Zoo and wildlife attraction leaders
- Colleagues responsible for retention and renewal