Showing Value #4 - Heatwave-proofing your value proposition

Hot weather can cost you visits, but you can and must plan for it. We think there are two levers to pull: make your attraction feel like a now-or-never experience, or make it easy for guests to stay flexible. Pick one to lead with, then add a few offers and upgrades on top.

Why this matters now

In 2026 the UK had its fourth heatwave of the year by the end of July 2026. Four in two months. Average temperatures are rising year on year, and we can't keep hoping for better weather. Attractions need to adjust their messaging, their products and their approach.

It is risky to rely on guests simply turning up and buying a standard day ticket.

Lever 1: Now or never (urgency and exclusivity)

While queuing for the Eiffel Tower in 37 degree heat with two children, I asked myself why I was still standing there. It came down to three things:

1. It was a bucket list item. A must-see, now-or-never experience.

2. The tickets were scarce. We had to book ahead, and if we didn't go, we'd lose the slot or the money.

3. Time was short. We were only in the city for a week.

Most attractions aren't the Eiffel Tower. But you can still create reasons to visit that guests can't get anywhere else:

• Special events and one-off programming

• Special packages and bundles

• Time-limited offers

• Upsells and upgrades that make the day more memorable

The aim is to add value to the visit, so guests want to come on a specific day even when it's hot.

Lever 2: Flexibility (turn the weather into revenue, not lost revenue)

If you can't create enough exclusive experiences, use the other lever. Guests will pay a premium for flexibility. Add packages to your website that give them room to move, such as:

• Multi-visit passes

• Time-limited annual passes

• Cancellation cover (if your booking system supports it)

A guest who can swap to a cooler day is far more likely to book in the first place. You still lock in the revenue, rather than losing it when the forecast changes.

Quick win: show off your heatwave-proof areas

If you have air-conditioned or shaded areas, say so on your website from the start. Don't make guests dig for it.

We asked the team in our office, and everyone with young children said they would go anywhere with air conditioning for some relief. Tell visitors about everything that helps them have a good day out, whatever the weather. That includes:

• Air-conditioned and indoor areas

• Shaded seating and picnic spots

• Water fountains and water play

• Shows and attractions that run indoors

Quick checklist

• ☐ Choose your lead lever: exclusivity or flexibility

• ☐ Add at least one special offer, upgrade or bundle on top

• ☐ Add a flexible ticket, pass or cancellation option if you can

• ☐ List your shaded and air-conditioned areas clearly on your key pages

• ☐ Use an alert message to share hot weather advice on the day

Created by Neil Lewin, Modified on Fri, 9 Oct at 7:02 AM by Neil Lewin